Introduction

Name: Shubham Pal (s4063885)

In the heart of every convenience store, next to bottled water and soft drinks, lies a growing empire — the energy drink. Sleek cans promising instant alertness and supercharged performance have become a familiar sight in the hands of students, gamers, tradies, night-shift workers, and athletes across Australia.

But what does this surge in popularity actually look like in numbers? How much are we really drinking? Who’s consuming these beverages — and why? And perhaps most importantly — what does it cost us in terms of health?

This dashboard takes you on a visual journey through the rise of energy drinks in Australia. Using government statistics, health data, market reports, and behavioral insights, we unravel:

📈 How daily consumption has evolved in recent years

🎯 Who is drinking them the most

🧠 The reasons behind their popularity

⚠️ The adverse effects being reported

🥤 And which brands dominate this booming market

It’s not just a data story — it’s a health story, a lifestyle story, and a consumer awareness story.

Daily Consumption

In recent years, energy drinks have quietly made their way into the everyday routines of Australians. From long study sessions to late-night work shifts, people are increasingly turning to these beverages for a boost. This chart tells that story—showing how daily per capita consumption has steadily increased from 2018–19 to 2023–24. It’s not just a short-term spike; it’s a sustained climb, hinting at how deeply energy drinks are embedding themselves in modern lifestyles.

Projected Market Volume

If the past paints a picture of rising popularity, the future shouts it from the rooftops. Projections show the energy drink market in Australia expanding every single year through to 2033. By the end of this decade, the market volume is expected to nearly double, signaling not just continued interest, but a booming industry. This growth invites attention—not only from marketers but also from health professionals and policymakers.

Consumption By Gender

Zooming in on high school students, a clear pattern emerges. As students progress through year levels, particularly from Year 8 to Year 11, energy drink consumption increases significantly—especially among male students. This isn’t just a statistical quirk; it suggests a targeted group where energy drinks are becoming a social or habitual norm. This is critical for designing age-specific interventions or educational campaigns.

Reasons

What drives a teenager to pick up an energy drink? While taste is the most common reason, it’s closely followed by the need to stay awake and peer pressure. The presence of gaming and studying as motivators also reveals how these drinks are seen as tools for performance or endurance. It’s not just about enjoyment—it’s about getting through the day (or night).

Symptoms

But the boost comes at a cost. This chart presents the uncomfortable side of energy drink use—the health effects. Palpitations, agitation, tremors, and insomnia are among the most reported symptoms, particularly when consumed recreationally or in large amounts. These aren’t rare anomalies—they’re warning signs that demand serious public health attention.

Amount of Caffeine

Finally, let’s compare caffeine content across popular beverages. You might be surprised: an energy drink packs as much caffeine as instant coffee, and only slightly less than a shot of espresso. This waffle chart makes it crystal clear—energy drinks are not mild. They sit firmly in the high-caffeine zone, making them potent and potentially risky if misunderstood or overconsumed.

Popularity

The Australian functional drinks market in 2020 was led by traditional heavyweights. Red Bull topped the list with a 26.2% value share, reinforcing its global dominance in the energy segment. Close behind, V Energy, owned by Suntory Holdings, held a 21.9% share, reflecting strong local preference. Powerade, representing Coca-Cola’s foothold in functional beverages, followed with 16.7%, signaling the blend of energy and sports recovery preferences. The remaining 35.2% was shared among niche players and emerging brands, suggesting a competitive but concentrated landscape.

References

  1. Australian Bureau of Statistics (ABS) Australian Bureau of Statistics. (n.d.). Apparent consumption of selected foodstuffs, Australia. Retrieved from https://www.abs.gov.au/statistics/health/health-conditions-and-risks/apparent-consumption-selected-foodstuffs-australia/latest-release
    • Used for daily grams per capita of energy drinks, soft drinks, bottled water.
  2. IMARC Group / Credence Research IMARC Group / Credence Research. (n.d.). Australia sports and energy drinks market report and forecast. (As cited in media reports). https://www.imarcgroup.com/energy-drinks-market
    • Used to show growing market size.
  3. Cancer Council Victoria – Nuss et al. (2021) Nuss, T., Morley, B., Scully, M., & Wakefield, M. (2021). Energy drink consumption among Australian adolescents associated with a cluster of unhealthy dietary behaviours and short sleep duration. Nutrition Journal, 20(1), 52. https://pmc.ncbi.nlm.nih.gov/articles/PMC8259213/
    • Provided prevalence of consumption among male/female adolescents.
  4. Telethon Kids Institute & Trapp et al. (2020) Telethon Kids Institute. (2019, August 28). Energy drinks not OK for kids. https://www.thekids.org.au/news--events/news-and-events-nav/2019/impact/energy-drinks-not-ok-for-kids/ Trapp, G. S. A., Cross, D., Christian, H., Croll, H., & Howard, J. J. (2020). Prevalence and pattern of energy drink intake among Australian adolescents. Journal of Human Nutrition and Dietetics, 33(5), 708–717. https://www.researchgate.net/publication/343810568_Prevalence_and_pattern_of_energy_drink_intake_among_Australian_adolescents
    • News articles and abstracts on reasons for use
  5. Medical Journal of Australia – Gunja & Brown (2012) Gunja, N., & Brown, J. A. (2012). Energy drinks: Health risks and toxicity. The Medical Journal of Australia, 196(1), 46–49. https://www.mja.com.au/system/files/issues/196_01_160112/gun10838_fm.pdf
    • Used for symptom reports from Poisons Centre.
  6. Australian Beverages Council Australian Beverages Council. (n.d.). Energy drinks. Retrieved from https://www.australianbeverages.org/beverages/energy-drinks/
    • Provided caffeine content and regulatory summaries.
  7. Kellys Distributors. (n.d.). Kellys ultimate guide to energy drinks. https://kellysdistributors.com.au/kellys-ultimate-guide-to-energy-drinks/
    • Used to show popular energy drink brands