Influence of Price and Labeling on Energy Drink Purchasing in an Experimental Convenience Store

Objective: To examine the impact of energy drink (ED) pricing and labeling on the purchase of EDs. Methods: Participants visited a laboratory-based convenience store 3 times and purchased a beverage under different ED labeling (none, caffeine content, and warning labels) and pricing conditions. The 36 participants (aged 15-30 years) were classified as energy drink consumers (≥ 2 energy drinks/wk) and nonconsumers (< 1 energy drink/mo). Data were log transformed to generate elasticity coefficients. The authors analyzed changes in elasticity as a function of price and labeling using mixed-effects regression models. Results: Increasing the price of EDs reduced ED purchases and increased purchasing of other caffeinated beverages among ED consumers. Energy drink labels affected ED sales in adolescents. Conclusions and Implications: These data suggest that ED pricing and labeling may influence the purchasing of ED, especially in adolescent consumers.