Thai truck drivers and energy drinks
If it seems like energy drinks have taken over the world, that’s because they have. But one place where the growth of energy drinks has stalled is Thailand. Now a study from market research firm Zeneath suggests that might be the reason for an international energy-drink slowdown.
Energy drink sales in Thailand declined 41 percent in 2008 as a sluggish economy impacted truck drivers — the country’s largest consumers of energy beverages. And although this feels a bit like chaos theory, wherein a specific group of employees in one country could dramatically alter the sales of a product category — it may be a sign of how interconnected the economy is becoming.