Fuse research reveals children have complex view of energy drinks

A new study led by Fuse academics at Teesside University, has uncovered a concerning picture of how children and young people perceive and consume energy drinks, despite voluntary sales bans and growing health concerns. 

The mixed-method research, conducted across schools in the Tees Valley region, involved focus groups and surveys with students aged between nine and 14 years.  

It found that over 80 percent of the 13 to 14-year-old children surveyed consume energy drinks, with many drinking them multiple times per week.  

The study also highlights the emergence of hydration drinks which are perceived more positively despite limited research on their health impacts. 

Key findings include: 

• Marketing and branding play a powerful role in influencing young people's purchasing decisions. 

• Taste, peer influence, and easy access, particularly from smaller shops and online retailers, are major drivers of consumption.

• Many participants believed there was already a legal age restriction on energy drinks, yet reported being able to purchase them easily. 

• Children demonstrated awareness of a range of health risks, such as insomnia, but were still drawn to the products due to their appeal and social status. 

Leading the research, Professor Amelia Lake, Deputy Director of Fuse and Professor of Public Health Nutrition at Teesside University, said: “Our research shows that energy drinks remain widely consumed by young people, as well as being widely accessible, and that branding and digital marketing, especially via social media, are incredibly effective in shaping attitudes and behaviours.  

“Children and young people are savvy and aware of the persuasive marketing surrounding energy drinks but still choose to consume them, further highlighting the importance on the need for an age restriction on products which state they are not suitable for children. 

“The findings also raise important questions about the rise of hydration drinks and their perceived health benefits.” 

The study arrives at a critical time, as the UK Government has launched an ongoing consultation on banning the sale of high-caffeine energy drinks to under-16s.  

The research provides timely evidence to inform policy and highlights the need for clear enforcement, wider awareness, and further investigation into hydration drinks. 

Fuse and Teesside University continue to lead research that informs public health policy and engages communities in shaping healthier futures. 

Read the full research paper: A Mixed Method Study Exploring Children and Young People's Perception of Energy Drinks and Analysing Consumption Patterns

Photo by thom masat on Unsplash (with modifications)

Last modified: Tue, 04 Nov 2025 10:18:46 GMT