In India the consumption of caffeinated and energy drinks has been rising. To carry out a study on the consumption pattern of caffeinated and energy drinks in India, the FSSAI has invited expression of interest from recognized market research agencies and consumer organizations. Based on the detailed study of the consumption patterns, especially among the youth of the country, the FSSAI is likely to review the caffeine standards proposed for the Caffeinated/ Energy drinks
According to the draft standards notified by the FSSAI “Caffeinated beverages are classified as water based non-alcoholic flavoured drinks that shall contain not less than 145 mg per litre and not more than 320 mg per litre of total caffeine from whatever sources it may be derived in the formulation of the product.” The other ingredients, besides caffeine, in caffeinated and energy drinks are guarana, glucuronolactone, taurine, ginseng, inositol, carnitinea, B-vitamins that also act as stimulants.
These drinks are popular because they have the ability to provide heightened energy and alertness because of ingredients like caffeine, taurine and other such substances. The objective of the research would therefore be to study the consumption pattern of caffeinated and energy drinks among the target groups: school and college going youth and young office workers aged between 15 to 45 years of age across all genders. The study will cover all major Tier-I, Tier-II and Tier-III cities.
The following aspects will be taken into consideration when carrying out the research.
- Profile of the consumers using caffeinated or energy drinks
- Identifying if the consumption of these drinks, is related to any occasion or specific reason
- The different consumption levels among children, teenagers and young professionals
- Identifying consumer attitude, preferences in brand and buying behaviour and the influences that direct consumption
- Observe any behavioural changes, addictive tendencies and withdrawal symptoms, if any, among the consumers;
- Are consumers aware of the advantages and disadvantages of consumption of these drinks;
- Bring out if there has been any incidence of sickness or fatality following consumption of these drinks.
The FSSAI will only accept bids from agencies that have a turnover of at least Rs.1.5crore annually and should have a registered office and legal presence in India. They must also have experience in carrying out quantitative research analytics with an experience of having undertaken at least three similar projects. There will be two bids one technical and the other financial. The bids from the agencies will be accepted till 30th July 2015 and the technically qualified bidders will be announced by 10th August. The Financial bids will be opened on 14th August and the contract will be signed by 25th August. The final report on the consumption patterns, from the vendor, should be with the FSSAI by 30th November.