Billboards feature more energy drink ads than Taliban state propaganda.
A production line in a warehouse in western Afghanistan produces 24 bottles of energy drinks every second. These drinks are consumed to forget the hardships of life and to remove disappointment.
The Taliban regime has removed many signs of Western influence, but a craze for stimulant drinks, which came with American troops, still exists and has fueled local industry.
Alcohol is banned in Afghanistan, but caffeinated energy drinks are consumed by everyone, from secret police to children, and appear on more billboards than Taliban state propaganda.
Many local brand names are reminiscent of the old war: ‘Commando’, ‘Attack’, and ‘Predator.’
“It is clear that there are more difficulties and problems in the lives of young people here,” said Malad Ghaznavi, who was at a supermarket in Herat city, where 40 varieties of the drink were available.
“Energy drinks have become a habit of people and they have become addicted to them,” Malad Ghaznavi told AFP.
“They drink anything that relaxes them,” said the 19-year-old. According to him, he himself was ‘addicted’ but quit due to health reasons.
Energy drinks, which are high in caffeine and sugar and often more available than drinking water at roadside stalls, are seen by many Afghans as a way to make up for insufficient food.
According to the World Food Program (WFP), nearly 90 percent of people in poverty-stricken Afghanistan do not receive adequate nutrition. The latest figures from March show that 86 per cent of households are relying on less favored and cheaper food, with more than a third reducing the number of meals and more than half reducing the amount of food they eat. has done
Gulzar, a laborer, drinks four cans of ‘hit’ for his 14-hour daily toil. “We work here, we sweat, so when we are tired we drink energy drinks,” said Gulzar, 40. If you don’t drink, you’ll get tired, you’ll get a headache, you’ll be tired.’
But drinking so many energy drinks comes at a price. Gulzar’s diet contains more than 100 grams of sugar — twice the amount recommended by the World Health Organization — and the amount of caffeine equivalent to six espressos (coffee), which he compares to a cigarette.
According to the US Food and Drug Administration, excessive caffeine consumption can cause high blood pressure, increased heart rate, anxiety and insomnia. But Gulzar says he has no alternative.
According to him, ‘There is extreme poverty in Afghanistan, if we had the resources, we would not use them.’
Local brands cost only about 30 afghanis ($0.40) while imported Red Bull or Monster, popular names globally, are beyond the purchasing power of most Afghans.
The poorest Afghans, dependent on dwindling foreign aid, cannot afford energy drinks and instead subsist on bread with caffeinated green tea.
August 12, 2024 Afghan workers prepare energy drinks at a factory in Herat (Mohsen Karimi/AFP)
According to research firm Future Market Insights, energy drinks were invented in Japan in 1962 but grew in popularity during the 2000s, and are now a global sector worth about $40 billion.
In the industrial heartland of western Herat, the Pamir Cola Company says it produces 1 million cans a day. Still, Pamir Cola says he has a small stake in an industry he estimates produces two cans a day for Afghanistan’s four million citizens.
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It is impossible to verify this number because the Afghan Ministry of Commerce lacks information. Company workers pour sugar and stearic acid into the machine, which produces the product every moment the power is turned on.
Pamir Cola says it manufactures its products according to EU standards, although Afghanistan’s market is largely unregulated and left to its own devices.
While Red Bull is associated with Glamorous Extreme Sports and Monster Motorsports, Zaheer Shah Bahadury, who runs Pamir Cola along with his two brothers, is well aware of the challenges ahead.
The 45-year-old said: ‘For people in Afghanistan who work hard and don’t have a good diet, drinking energy drinks is the best alternative for them. I think business is good and will probably get better.’
On the side of a highway in Kabul, vendors stack crates of energy drinks in tall rows, while cars rumble by.
Ahmed Gulab, 36, who occasionally sells to customers in crates, said, ‘It relieves their exhaustion. Their joy is in life.’
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#Energy #drinks #addicted #Afghans
2024-09-11 23:53:39
Why are energy drinks becoming more prominent on billboards in Afghanistan than Taliban state propaganda?
Table of Contents
Billboards feature more energy drink ads than Taliban state propaganda in Afghanistan
In a surprising turn of events, billboards in Afghanistan are dominated by advertisements for energy drinks, surpassing even Taliban state propaganda. This phenomenon is a testament to the widespread popularity of energy drinks in the country, which have become an integral part of daily life, particularly among the working class.
A production line churning out energy drinks every second
In a warehouse in western Afghanistan, a production line churns out an astonishing 24 energy drinks every second, feeding a thirsty market that is driven by the need to alleviate fatigue and hardship. This industry has grown exponentially since the arrival of American troops, who introduced these stimulant drinks to the region.
Energy drinks: a coping mechanism for poverty and hardship
Energy drinks have become a coping mechanism for the poverty-stricken citizens of Afghanistan, who see them as a way to make up for insufficient food and nutrition. According to the World Food Program (WFP), nearly 90% of people in Afghanistan do not receive adequate nutrition, leading to widespread malnutrition and related health issues [[2]]. Gulzar, a laborer, drinks four cans of ‘hit’ every day to fuel his 14-hour workday, highlighting the deep-seated dependence on energy drinks.
Local brands dominate the market
Local energy drink brands, such as ‘Commando’, ‘Attack’, and ‘Predator’, have become household names, reminiscent of the old war era. These brands are cheaper and more accessible than imported energy drinks like Red Bull or Monster, which are beyond the purchasing power of most Afghans. Pamir Cola Company, a leading manufacturer, produces 1 million cans a day, catering to the massive demand for energy drinks.
A global industry worth $40 billion
Energy drinks were invented in Japan in 1962, but their popularity surged in the 2000s, and today, they are a global sector worth approximately $40 billion [[3]]. In Afghanistan, the industry is largely unregulated, with companies like Pamir Cola manufacturing products according to EU standards, despite the lack of government oversight.
Health concerns and addiction
The excessive consumption of energy drinks has raised serious health concerns. Gulzar’s diet contains more than 100 grams of sugar, twice the recommended amount by the World Health Organization, and the equivalent caffeine content of six espressos. The US Food and Drug Administration warns that excessive caffeine consumption can cause high blood pressure, increased heart rate, anxiety, and insomnia. Malad Ghaznavi, a 19-year-old, was addicted to energy drinks but quit due to health reasons, highlighting the need for awareness about the risks
The Unlikely Thriving Industry of Energy Drinks in Afghanistan
In a surprising turn of events, energy drinks have become a ubiquitous presence in Afghanistan, with billboards promoting them more frequently than Taliban state propaganda. This phenomenon is not limited to urban centers, as energy drinks have permeated every aspect of Afghan life, from children to secret police. But what drives this craze, and what are the implications for the Afghan population?
A Brief History of Energy Drinks in Afghanistan
Energy drinks were first introduced to Afghanistan during the Global War on Terror, when American troops brought them to the country as a convenient way to stay alert and focused during long missions [[2]]. The drinks quickly gained popularity among locals, and their availability expanded rapidly. Today, Afghanistan is home to a thriving energy drink industry, with local brands like “Commando,” “Attack,” and “Predator” dominating the market.
The Reasons Behind the Energy Drink Craze
So, why have energy drinks become so popular in Afghanistan? According to Malad Ghaznavi, a 19-year-old resident of Herat city, energy drinks have become a habit for many Afghans. “Energy drinks have become a habit of people, and they have become addicted to them,” he told AFP. The high sugar and caffeine content of these drinks provides a temporary energy boost, which is sorely needed in a country where nearly 90% of people do not receive adequate nutrition, according to the World Food Program (WFP) [[3]].
For laborers like Gulzar, energy drinks are a necessity to get through their 14-hour workdays. “We work here, we sweat, so when we are tired, we drink energy drinks,” he said. However, this reliance on energy drinks comes at a steep price, with excessive sugar and caffeine consumption leading to health problems like high blood pressure, increased heart rate, anxiety, and insomnia.
The Local Energy Drink Industry
The energy drink industry in Afghanistan is booming, with production lines churning out 24 bottles per second in some factories. Local brands cost as little as 30 afghanis ($0.40) per can, making them an affordable luxury for many Afghans. In contrast, imported brands like Red Bull or Monster are beyond the reach of most, due to their high prices.
The Global Perspective
Energy drinks were first invented in Japan in 1962, but they gained popularity worldwide during the 2000s [[3]]. Today, the global energy drink market is worth approximately $40 billion, according to research firm Future Market Insights. Afghanistan’s energy drink industry is just one small part of this massive global market, but its impact on the local population is significant.
Conclusion
The energy drink craze in Afghanistan is a complex phenomenon, driven by a combination of factors including poverty, lack of nutrition, and the need for a temporary energy boost. While energy drinks may provide a quick fix, they come with serious health risks. As the industry continues to grow, it is essential to educate Afghans about the dangers of excessive energy drink consumption and to promote healthier alternatives.
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