What is in this article?:
Judi Quilici Timmcke, PhD, knows that Americans want to be at their best at all times, but overloading them with caffeine isn't the answer. Formulators, manufacturers and marketers must find a way to deliver balance and healthy energy to consumers. Here's how.
I am not opposed to stimulants in moderation. In fact, caffeine has been shown to improve mental function and physical performance. The issue is balance. If you are a formulator, do it with dignity, using appropriate doses and proper information on labels of all the products you develop.
Why are there so many consumers who buy energy products? A few responses I have received from people are:
"I was feeling sluggish and felt I really needed energy so I bought two energy drinks. I have to stay awake at work. It gave me energy short term, but the price is so high I can't afford to keep buying them."
"I drink energy drinks for a short burst of energy, but find I am tired within an hour and want to drink more."
"My son drinks them, but I noticed that his energy only lasts a little while and then he is back lying around."
"When I am relaxed, I feel pain kick in or I have bad thoughts so energy drinks make me feel better."
The reality is that we need to be balanced and as formulators we should promote healthy energy and rest with a good diet and exercise.
As Americans we want to be all that we can be—at peak levels all the time and to get as much as possible done efficiently and perfectly until we lay down to rest—and then wonder why we may not be able to sleep. Many foreigners laugh at Americans and their interest in energy. In many other countries, employees rest in the afternoon.
When I have been asked to formulate energy products, I am told by marketing groups to be sure the formula is strong enough to feel an effect immediately. This is understandable, but safety needs to be taken into consideration. As one enters this competitive market, one should look at the definition of energy. It is the ability to feel vigor, force, potency, drive, zeal and push; to have available power to accomplish much; to do vigorous activity and a feeling of tension through the body caused by an excess of power. Hmmm . . . can we accomplish all this and still provide a safe product?
Many companies I have formulated for have their own markets to sell to, especially MLMs, but in general it appears that energy drinks appeal to more men within the age group of 13 to 35 years old. Formulators need to look at marketing requirements, but also to align formulation ingredients to the research that supports claims.