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首页> 外文期刊>Preventive Medicine: An International Journal Devoted to Practice and Theory >Energy drink consumption and marketing in South Africa
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Energy drink consumption and marketing in South Africa

机译：南非的能量饮料消费和营销

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Abstract Energy drinks are a fast-growing class of beverage containing high levels of caffeine and sugar. Advertising and marketing have been key to their growth in South Africa. This paper documents trends in energy drink consumption and energy drink advertising, and examines the relationship between exposure to energy drink advertising and consumption. Logistic regressions were estimated of categories of energy drink consumption on individual characteristics, as well as exposure to energy drink advertising. Exposure to advertising is measured by reported viewing of channels high in energy drink advertising. Energy drink consumption in South Africa is higher among younger, wealthier males. Spending on energy drink advertising is mostly focused on television. Targeted channels include youth, sports and general interest channels. Viewers of channels targeted by energy drink advertisers have higher odds of any and moderate levels of energy drinks consumption. Highlights ? Energy drink sales are rising rapidly in South Africa. ? There has been a significant increase in energy drink advertising expenditure. ? Viewers of high energy drink advertising channels are more likely to be consumers.
机译：摘要能量饮料是一种快速增长的饮料，含有高水平的咖啡因和糖。广告和营销一直是南非成长的关键。本文介绍了能量饮料消费和能量饮料广告的趋势，并研究了能源饮料广告和消费之间的关系。逻辑回归估计是个体特征的能量饮料消耗类别，以及接触能源饮料广告。通过报告的能量饮料广告中的渠道观察衡量广告的接触。南非的能量饮料消费中较年轻，富裕的男性较高。在能量饮料广告上的支出大多专注于电视。目标渠道包括青年，体育和一般利益渠道。由能量饮料广告商定位的渠道观众具有较高的任何和中等能源饮料消耗的几率。强调 ？南非的能量饮料销售迅速上升。还能量饮料广告支出有显着增加。还高能量饮料广告渠道的观众更有可能成为消费者。

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