Energy workers drink fewer energy drinks

People's propensity to consume energy drinks like Red Bull, V, Mother, Rockstar and Monster varies according to their occupation, says the latest research.

Seven per cent of Australians aged 14+ drink energy drinks in an average week, but workers in some industries are up to twice as likely to drink these products.

Leading the way in energy drink consumption are transport, retail and recreation workers. Around 14 per cent of workers in the transport and storage sector had at least one energy drink in an average week in the year to March 2014, just ahead of 13 per cent of those working in the retail sector and ten per cent of Australians working in the recreation and personal sector.

Nine per cent of people in manufacturing, public administration and defence, construction and communication industries drank energy drinks, around double the proportion among workers in finance, property or business services, wholesale or community services.

While only an average proportion of workers in agriculture or mining consume energy drinks (7 per cent), those who do drink them, drink more of them: 4.7 glasses per week on average among agriculture consumers and 4.2 among mining consumers, compared with the Australian average of 3.3 glasses, Roy Morgan found.

Ironically, the energy industry has the lowest consumption rate of just 2.3 glasses per drinker per week.

"There is a wide spectrum of energy drink incidence and consumption among workers across different industries,” says Angela Smith, group account director, Consumer Products, Roy Morgan Research.

“Marketers and distributors need to understand these types of intricacies of the marketplace in order to effectively market their product.”