With the consumption of caffeinated/energy drinks in the country showing an upward trend particularly among youngsters during the past decade, the country’s top food regulator is mulling reviewing the standards of these drinks to ensure their safety levels.
Before going ahead with its plans to redefine the standards, the Food Safety and Standard Authority (FSSAI) has decided to undertake a large scale study on the consumption pattern of these drinks among the young people in the country, particularly school and college students, young professionals, among others.
Caffeinated/energy drinks are described as any non-alcoholic drinks which claim the ability to provide heightened energy and alertness with their ingredients like caffeine, taurine and other such substances.
Presently, as per the draft Standards notified by the FSSAI, caffeinated beverages are classified as water based non-alcoholic flavoured drinks and should contain more than 145 mg per liter and up to 320 mg per liter total caffeine from whatever sources it may be derived in the formulation of the product.
“Now the FSSAI has decided to review the intake of caffeine and other ingredients present in these drinks after conducting a detailed study among various target and consumer groups of caffeinated/ energy drinks to understand their usage pattern, preferences and attitude of the consumer groups towards their consumption in view of various studies recently conducted internationally in this behalf,” said sources in the food regulator.
The study will dwell in detail on various aspects of the consumption pattern as well on the profile of the consumers. “Details like profile of the consumers using the drinks, consumption levels among children, teenagers and young professionals; consumer attitude, preferences and buying behavior, brand preferences and influence pattern for such drinks, specific reasons for consumption, addictive tendencies and withdrawal symptoms, if any, among the consumers will be surveyed,” said the sources.
The study which will target the age-group between 15-45 years will also try to find out awareness level regarding advantages and disadvantages of consumption of these drinks, any known incidence of sickness or fatality following consumption of these drinks.
The survey is proposed to be undertaken in 24 cities including Delhi, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Ahmedabad, Coimbatore and Indore.