Energy Drinks look to Seniors for new Market

Red Bull, Monster, Rockstar. The highly-caffeinated drinks of teenagers, cramming for exams, adding to their stamina to stay late into the night chatting and dueling on World of Warcraft.

But, now, marketing tactics could change the demographic for these drinks to include over-60 consumers as predicted in The Values Institute at DGWB in California, reports the New York Daily News.

Case in point. 5-Hour Energy shot has enlisted a recognizable older spokesperson in actor John Ratzenberger, best known for his role as US postman Cliff Clavin in the 1980s sitcom Cheers. Ratzenberger is slated to become a super salesman on behalf of the product, positioning it to seniors as a restorative pick-me-up to an active lifestyle, reports media source.

But The Values Institute report predicts an alternative possibility of more consumers looking for energy boosts through natural foods and ingredients like green tea extract, vitamins, whole grains and fresh fruit. More visits to juice bars is also a definitive possibility.

Retirement residences like Active Lifestyle and Independent Living will no doubt go the natural route to supplement their menus.