In today’s on-the-go lifestyle, consumers have sought instant gratification from cents off gas, buy-one-get-one products and scratch-off lottery tickets. Energy drinks are the latest convenience trend offering customers what they want – quick relief from mental and physical fatigue. Hundreds of products are available each with their own unique blend of ingredients in ready-to-drink, shot and powdered form. Energy drinks contain caffeine in combination with other presumed energy-enhancing ingredients such as taurine, ginseng, guarana, yerba mate, herbal extracts and B vitamins. They are tailored to invite every type of consumer with countless flavors and varieties, providing the consumer an immediate and detectable shot of stimulation. Retailers are devoting more shelf space to energy drinks as they are steadily outperforming carbonated soft drinks in sales and are delivering healthier profits. The popularity and continued growth in sales can be attributed to the diverse range of new & innovative varieties, which does not appear to be slowing down any time soon.