GLOBAL INVESTOR
JEAN PIERRE VERSTER: Primed for performance
You’d be better off sticking to hydrating sports drinks when training for events such as the Comrades Marathon. But when it comes to the markets, energy drinks are the clear winner
In the highly competitive global market for fast-moving consumer goods, companies are constantly trying to grow product sales. One way to achieve this is to make your product addictive. For ingestible products, the four most popular (legal) addictive stimulants used are alcohol, nicotine, caffeine and sugar. All of these stimulants trigger a significant dopamine release in the brain, which is the underlying response people can get addicted to.
Due to negative side effects associated with overexposure to these additives, society generally prohibits children from ingesting alcohol and nicotine, and tries to limit their ingestion of caffeine and sugar. ..
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