BRIEF ANALYSIS OF A SURVEY ON THE CONSUMPTION

OF ENERGY DRINKS IN ITALY

Maurizio, Lanfranchi1
Carlo, Giannetto2
Ionela-Carmen, Pirnea3
Abstract: The methodology followed to conduct the survey was quantitative and random. To conduct
the survey research was conducted on motivational revelations through a methodology that refers to the
survey done by questionnaire. Preliminary members of the research team have defined and developed the
research hypotheses, identified the survey questions and put together the questionnaire to be administered to
the sample of consumers. The compiling of the questionnaire has led to questions on the definition of
perceived quality, the habitual consumption, the price-quality of products defined Energy drinks. The survey
was conducted in the period between November and December 2011, on a sample of 120 Italian consumers.
The revelations by administering the product was mainly conducted at outlets, such as supermarkets, clubs,
pubs and bars, interviewing a sample of consumers directly with the method "face to face". The purpose of
the survey was conducted to understand the needs, habits and buying preferences of the consumer of Energy
drinks, as well as the degree of appreciation. In this paper we describe only briefly and partially the results
of the survey.
Key words: Energy drinks, consumption trends, Italy
JEL Code: M31

1. A new category: Energy drinks

The Energy drinks belong to the category of non spirits or soft drinks, this product
came from Asia in the early '80s with the creation of the brand Red Bull and then it spread
to Europe in the '90s through the Austrian Dietrich Mateschits. At the beginning of the
second millennium Energy drinks peak to high rates of sales that are still on the world
market today. In recent years the undisputed leader Red Bull, thanks to the success that
Energy drinks have registered on the global market, has been joined by several
competitors, of these the most important are Monster Energy and Coca Cola's Burn, which
have proved serious competitors to the established Austrian leader. Energy drinks are
usually carbonated soft drinks, capable of providing a much higher amount of energy
compared to traditional soft drinks.
Among the components of these drinks are xanthenes (including caffeine, usually in
amounts slightly higher than or equivalent to 80-85 mg of a cup of coffee), herbal
medicinal ingredients, guar nine, taurine, ginseng, acacia, ginger, green tea, et cetera. All
these ingredients have the main function of providing energy to our body. In recent years,
energy drinks have become a fashion among young people, who use them to satisfy their
need for energy in all kinds of situations, such as study, work or even during a simple night
at the club.
The energy drink market has developed enormously in recent years although it is a
relatively "young". The consumption per capita in the world, according to AcNielsen, has
tripled. In 2007 alone, the turnover grew by a rate of 19% to 4.8 billion dollars compared
to 6% of the food and beverage sector. According to a study by the English firm Business
Insight in Europe there is a market of $ 5 billion. The largest markets are the United
Kingdom, Germany and Spain which represent more than half of the European market. But
if we analyze the consumption per capita tops of the table position is Austria, mother of the
1

Prof. PhD. University of Messina, Italy- Faculty of Economics.

Researcher PhD., University of Messina, Italy- Faculty of Economics.
3
PhD. Assistant, Constantin Brncoveanu University, Romania.
2

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nation's undisputed leader Red Bull, with its 4.5 litres, followed by Ireland (3.7 litres) and
Switzerland (2.2 litres).
The most significant growth rates were recorded, however, in emerging countries
such as Brazil and Poland. The prediction of the highest growth in the next 3 years is that
of Italy: according to English studies, our country has reached a market share of 249
million dollars against the 154 of 2006. In Italy Energy drinks have been around for years.
They are generally aimed at young consumers, with a core target of 18 to 29 years and with
a broader target aimed at adults up to 39 years and over. The product has met with success
mainly in discos, pubs, nightclubs (this figure is confirmed by the survey carried out by us
and presented in outline in the following paragraphs).
The market for energy drinks, shows a completely different situation compared to
previous years, even when consumption grew by double digits. Reaching nearly 9 million
litres sold, it marked a decline of 0.6% and almost 41 million euros, down by 3.5%.
Over the past two years, sales are back to previous sales levels and are stable. The
market for energy drinks, however, is potentially still growing, not because of the increase
in consumption per capita, however desirable, but mainly due to the number of potential
new consumers.
2. Socio-economic characteristics of the sample selected for the survey
The analysis was conducted on a large heterogeneous sample, with different
demographic and socio-economic conditions. 120 respondents were surveyed. The survey
was conducted in part of the province of Messina.
Table 1. Summary of socio-economic characteristics of consumers surveyed
Categories
Characteristics
n
%
sex
males
64
53,33
females
56
46,67
total
120
100,00
50 and up
10
8,33
30 - 50
38
31,67
age classes
18 - 30
55
45,83
15 -18
17
14,17
total
120
100,00
single
71
59,17
married
42
35,00
civil status
divorced
7
5,83
total
120
100,00
degree
44
36,67
study
diploma
69
57,50
qualifications
primary-secondary
7
5,83
total
120
100,00
Source: Our calculations based on data collected directly

Figure 1 show that 52% of respondents are males, the remaining 48%, corresponding
to 56 subjects, are females.

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Figure 1. Composition of the sample by gender

Based on demographic characteristics, the target of the respondents were divided into
four age groups: those belonging to the age group between 15 and 18 years account for
14.2% of respondents (17 units), those belonging to the class aged between 18 and 30
correspond to 46% of all respondents (55 units), those corresponding to the age group
between 30 and 50 years represent 32% of respondents, leaving only 8, 33% of
respondents aged over 50 years.

Figure 2. Composition of the sample by age

With reference to the qualifications, the highlight is that the majority of respondents,
corresponding to 57.5% (69 units), graduated from high school, with only 36.67%
university graduates, while the remaining 6% have the title of middle school or primary
school.
Finally, another variable of the sample considered is marital status. 57.5% (69 units)
of the respondents are single (unmarried), while 35% (42 units) are married, and only
seven people reported being divorced.
3. Processing of the data
Respondents were subjected to a questionnaire consisting of about ten questions,
asking, in particular, consumer habits and reasons for purchasing "energy drinks".
Regarding the first question it asked which energy drink product was known among
the most famous brands. The responses indicate that the product best known was RedBull.

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Figure 3 . Which of these energy drinks do you know?

In particular, among the male subjects the product "Monster" is well known, although
not widely marketed in Italy, probably due to the appearance of the logo of this product in
sports events that are followed by the males, such as motoring and motorcycling.

Figure 4. Which of these have you ever tasted or usually drink?

In response to the previous result, the most consumed is Redbull followed by Burn,
none of the respondents drink Monster or similar products. Regarding the third question, it
asked what it was the frequency of consumption of energy drinks.
The response has indicated that there are two strong opposing groups: one of these
which consumes this product sporadically (55% of respondents), i.e. no more than once a
week, and the other with those that drink it only on a few occasions (25.8%).

Figure 5. How often do you have an energy drink in a week?

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Regarding the place of consumption, the majority of respondents prefer going out
(66.7%) or at home (26.7%).

Figure 6. Where do you mainly drink Energy drinks?

Only 6.7% of respondents consume this product in the gym before working out. In
regards to the inclination of expenditure and the habits of the consumer of energy drinks, it
was asked as to what the maximum expenditure was considered for the purchase of a can.
The majority of respondents (65%) were willing not to spend more than 2 , only
3.3% of consumers would buy at a price of more than 3 .

Figure 7. What would you be willing to spend on a can of Energy drink?

However, more than 50% of the respondents believed that the price of cans was
adequate. Finally it was asked to give an overall appraisal of this particular drink.

Figure 8. Give a personal opinion on the Energy drinks

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The majority of respondents (62.5%) were generally satisfied with the product
"Energy drink", no one gave a negative opinion.
4. Conclusions
The objective of this work is to detect the buying habits of the Sicilian population
relative to the category of energy drinks. For this reason there has been a detection of kind
"motivational" through traditional survey methodology descriptive research (survey by
"Questionnaire").
In this work, therefore, has adopted a methodology of research such as "quantitative"
random. The random search refers to an identification of factors that underlie the
purchasing behavior and the evaluation of cause-effect relationships that exist in a given
population.
In this context it was made known only a part of the research, we refer to a next
publication of the full report.
Bibliography
1. Lanfranchi M., Analisi sul comportamento del consumatore di prodotti tipici siciliani
nella citt di Messina, Edas 2011, Messina
2. National Statistics Institute of Europe , Anuarul Statistic 2010, chapter XX
3. Insse, General Agricultural Census in Europe, 2011
4. Eurostat, Farm Structure Survey in Italy, Statistic in Focus, nr. 80, 2009

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