Understanding all sources of caffeine continues to be a challenge for
MONTREAL, Jan. 31, 2012 /CNW/ - According to the Canadian Beverage
Association (CBA), recent data published by Réseau du sport étudiant du
Québec (RSEQ) shows that the energy drink consumption rate among Quebec
teens is substantially lower than what was quoted by the Coalition
québécoise sur la problématique du poids (CQPP) in media reports last
week. The RSEQ research also re-affirms that for teens, like adults,
caffeine comes from a variety of sources and focusing on any one single
product category greatly oversimplifies complex issues.
The RSEQ survey, conducted with 10 000 teens between the ages of 13 and
17, shows that teensi:
consume energy drinks daily 1%
consume one 3 to 4 times a week 1%
consume one 1 to 2 times a week 5%
rarely consume an energy drink 28%
never consume an energy drink 65%
"Last week, in an announcement by Coalition québécoise sur la
problématique du poids (CQPP), Canadians were led to believe something
that simply isn't true," said Justin Sherwood, President, CBA. "The
research conducted by RSEQ, which reflects the energy drink consumption
habits of over 10 000 Quebec teens, shows a generally low consumption
of energy drinks by teens."
Caffeine Consumption: 90% from Coffee and Tea
According to Health Canada, 90% of Canadian adults' caffeine comes from
coffee and tea consumptionii. Although the RSEQ study did not track teen coffee or tea consumption,
the low levels of energy drink consumption (drinks that have less
caffeine by volume than a filter drip coffee) suggests that teen
caffeine consumption may follow a similar pattern to adults with the
majority of their caffeine coming from coffee, tea or other sources.
Coffee from major retail-chains can contain levels of caffeine ranging
from 100 mg to 400 mg or more per serving- a Tim Hortons medium (14 oz)
contains 200 mg of caffeine and caffeine can also be found in specialty
beverages not normally associated with caffeine - a Starbucks' Grande
(medium) White Chocolate Mocha contains 150 mg of caffeine.
Beverage Consumption Habits
Unfortunately, also not covered in the RSEQ research were teens'
consumption habits as they related to milk and fruit juice. According
to research conducted by Statistics Canada approximately 20%iii of teens' caloric intake comes from all beverages - including milk, 100% fruit juice, fruit drinks, regular soft drinks
and other beverages. This research shows that for teens between 14 and
18 years of age milk, juice and water make up over 60% of the beverages
consumed and for youth between 9 and 13 milk, water and 100% juice make
up 68% of their beverage intake.
Through a series of concrete, meaningful actions the beverage industry
is committed to helping promote a healthy active lifestyle which
includes making informed beverage choices.
"Our members have worked very hard to ensure that there are a variety of
products available to meet everyone's hydration needs," continued
Sherwood. "In fact, through product innovation such as no-calorie,
low-calorie, reduced-calorie and portion-controlled beverages our
members have reduced the caloric content of the beverage portfolio by
In February 2011, the CBA and its members announced Clear on Calories, a
front of pack caloric labeling initiative that was designed to help
Canadians understand the caloric content and serving size of the
beverages they were choosing. This initiative is currently rolling out
across the country with the packaged goods component to be completed by
the end of 2012.
The Clear on Calories initiative builds on a series of other concrete,
meaningful actions taken by Canada's beverage industry including:
CBA members have committed to global marketing standards that prevent
marketing of beverages - other than fruit juice, milk and water - in
media targeted to children under the age of 12. In addition, many
beverage companies participate in the Canadian Children's Food and
Beverage Advertising Initiative, which limits marketing to children
Through the Industry Guidelines for the Sale of Beverages in Schools, the CBA and its members have delivered on our commitment to remove
full-calorie soft drinks and provide more lower-calorie, nutritious,
and smaller-portion beverage options in elementary, middle and
secondary schools nationwide.
The Canadian Beverage Association is the national trade association
representing the broad spectrum of brands and companies that
manufacture and distribute the majority of non-alcoholic liquid
refreshment beverages consumed in Canada.
i Réseau du sport étudiant du Quebec. (2011) Enquête Québécoise sur la
malbouffe : 10 000 jeune se prononcent http://www.sportetudiant.com/_static/webupload/websiteDocuments/100000/rapport_d'enquete_fra_1_page.pdf
ii It's Your Health, Health Canada http://www.hc-sc.gc.ca/hl-vs/iyh-vsv/food-aliment/caffeine-eng.php
iii Gariguet, D. (2008). Beverage consumption of children and teens. Statistics Canada. Consulted on January 24, 2012 at
iv Data compiled through an inventory or registered members of the
Canadian Beverage Association
SOURCE Canadian Beverage Association
For further information:
Canadian Beverage Association
Work: (416) 362-2424