The history of energy drinks in the United States can be traced back to the introduction of Jolt Cola in 1985, which was cheekily advertised as having “all the sugar and twice the caffeine,” but the grandfather of modern energy drinks was Lipovitan, which was introduced in Japan in 1962, featuring taurine, an ingredient still found in many energy drinks. Red Bull, however, made its US debut in 1997, establishing the archetype for the energy drink as we know it today. Whether used as a study aid, productivity-enhancer, or simply as an invigorating mixer, energy drinks have become emblematic of a fast-paced American lifestyle. Below, occam analyzes the unique demographics of the consumers behind this $63 billion market and attempts to predict consumption trends.

America’s obesity problem has only worsened over the last two decades. From 1999 to 2020, the CDC reports that the incidence of adult obesity in the US has steadily climbed from 31% to 42%. Despite numerous attempts by the weight-loss industry to capitalize on this alarming trend through promoting faddish nutrition plans and flashy fitness regimens, few of these approaches seem to generate a lasting impact. The landmark approval of GLP-1 agonists Wegovy and Saxenda for weight management, along with the increasingly common off-label use of Ozempic and Mounjaro, have created an unexpected bright spot for the pharmaceutical industry. Fueled by viral news of celebrities using these drugs for weight management, interest has surged in recent months. Leveraging occam™ data, we investigate consumer awareness of these medications.