Pubdate: 26 Oct 1998 Source: Oakland Tribune (CA) Contact: http://www.thenation.com/ Author: Dr. Ron Eisenberg and Dr. Virgil Williams Section: CUE section YOUTH PERKING UP TO CAFFEINE CULTURE Question: Is caffeine bad for kids? Answer: A recent article by Helen Cordes that appeared in The Nation and the Pacific Sun describes a younger generation guzzling large quantities of caffeine with little or no attention paid to studies indicating the negative consequences of children's caffeine intake. Ironically this is occurring at the same time baby boomers have decided caffeine is something they should avoid. How much caffeine are children consuming? The numbers are staggering. The most conservative estimates in a 1994 survey by the Department of Agriculture have children and teens guzzling more than 64 gallons of sod a year, an amount that has tripled for teens since 1978, doubled for the 6-11 set and increased by a quarter for tots younger than 5. In fast-food joints, convenience stores and restaurants (where many children get up to 40 percent of their meals), it is common to see young children and teens downing "blg gulp"-sized caffeinated sodas or lining up for seconds and thirds at refillable soda stations. These megadrinks can pack a wallop equal to three cups of strong coffee. Remember that amount of caffeine is bombarding a body that may be only one-half to two-thirds the size of an adult. In school cafeterias, children are bypassing milk for cans of soda that contain huge amounts of caffeine. Indeed, the best-selling product at grocery stores is soda, which accounts for almost $12 billion in sales each year. And four of the five most popular soft drinks sold in the United States are caffeinated (No. 4, Sprite, is the only exception). With the proliferation of coffee shops, children and teens now have another outlet for caffeine consumption. At their favorite hangout, many juvenile customers scorn decaf in favor of sugary coffee drinks. Remember that 12 ounces of a regular Starbucks coffee contains about 190 milligrams of caffeine, more than three times the amount in a similar-sized can of Coke or Pepsi (35-60 milligrams of caffeine). Major caffeine suppliers to children have been investing millions of dollars into advertising and giveaway schemes. Dozens of school districts have succumbed to the almighty dollar in agreeing to exclusive contracts with specific cola manufactures as well as the right to put ads on gym walls and school buses. Soda companies also plaster their ads and logos on everything from free textbook covers to computer screen savers and mouse pads. The marketing strategy behind the new high-caffeine products is ingeniously suited for a generation facing family instability, a less secure job future, and that's dogged by stress and powerlessness. Marketers have created names that pulse with power, such as "Surge," "Zapped," "Full Speed" and "Outburst." "Josta," laced with both caffeine and the pick-me-up herb guarana, hypes its "raw, primal power." In effect, caffeine has become the perfect antidote for youths facing the pressures of the '90s. It provides a boost of sociability, enhanced performance and energy. Although this inevitably results in a subsequent droop. This only reinforces the need to have more. Virgil Willams and Ron Eisenberg are staff physicians at Highland General Hospital in Oakland, California. Please send questions to them in care of ANG, P.O. Box 10367, Pleasanton, CA 94588 - --- Checked-by: Mike Gogulski