Artificial Zeal

Implications - Although Red Bull is still the leader in the energy drink market, many competitors have come to the foreground with their own versions of energy-boosting products in a bid to capture the increasing number of consumers looking for a quick shot of stamina and vitality. The products range from supposed "health-boosting" concoctions that naturally raise energy levels to cosmetic products meant to make one feel instantly refreshed and energized. As more consumers forgo sleep in favor of keeping up with their busy schedules, products that claim to give consumers "energy" -- contrived or otherwise -- may make it onto more shopping lists.