Energy drinks in Kyocera have become popular due to advertising and sports. The energy drinks are consumed to increase energy levels and also to decrease hunger. These drinks are consumed by the youth as well as young adults. The energy drink sector is primarily controlled by international companies from Japan, Singapore and Austria. While local companies produce energy drinks, they have not managed to create a significant impact in the region. The demand for energy drinks is expected to increase as a result of busier lifestyles and aggressive marketing. Energy drinks are also seen as fashionable, which may further increase their popularity.