Herat, Afghanistan: Inside a thrumming warehouse in western Afghanistan, one energy drink production line is spitting out 24 cans every second, feeding the surging demand across the country. Energy drinks remain one of the important products deeply ingrained in Afghan society, despite efforts by the Taliban government to erase Western influence.
These sugary, caffeine-laden drinks have become the stimulant beverages upon which many Afghans base their daily activities-from laborers to children, and even the secret police. In the street stalls of Herat, energy drinks called “Commando”, “Attack” and “Predator” line the supermarket shelves as a short-term panacea for those having a hard time coping with life.
Energy Drinks in the Afghan Market
Energy drinks first entered the country with US soldiers during the war and have since grown into a thriving domestic industry. In a country where alcohol is forbidden, energy drinks have become the booster beverage of choice in Afghanistan, consumed for economic and social reasons alike. As one resident of Herat, Milad Ghaznavi, puts it, these drinks are fast turning into a habit, obscuring hard economic realities endured by the majority of Afghans.A Coping Mechanism for Poverty-Stricken Afghans
With an overall trend of nationwide poverty and nearly 90% of its population unable to access sufficient amounts of food, there is literally little option other than the energy drinks. As per WFP, 86% of households were already using cheaper foods. And many were reducing both quantity and frequency of meals. For many Afghans now, that kick start from such drinks is an essential factor in daily sustenance.It requires four tins of energy drinks daily to get through 14-hour work, says Gulzar, a laborer. As he says, “We work hard, and when tired, then we drink energy drinks.” But this does not come cheap, too, as he consumes more in a day than the daily recommended quantity prescribed by WHO for sugar and caffeine.
Health Risks Caused by Excessive Consumption
For many Afghans, energy drinks are a shortcut, but the excessive consumption of these drinks can bring serious health complications. “High levels of caffeine and sugar may cause hypertension, heart palpitations, anxiety and insomnia,” said the US Food and Drug Administration. Still, many Afghans, just like Gulzar, said they do not have other options due to economic pressures.Other imported brands, like Red Bull and Monster, are beyond the reach of most Afghans, who can afford only local varieties that sell for as much as 30 Afghani, or about $0.40. The very poorest, dependent upon rapidly diminishing foreign aid, get by on a mixture of bread and green tea laced with caffeine.
Local Business Booms
In recent years, Afghanistan’s energy drink market has boomed. At the industrial hub in Herat, more than one million cans roll off the line daily at Pamir Cola. Nothing less than optimistic, owner Zahir Shah Bahaduri said the Afghan energy drink market is ruled by different brands and Pamir Cola is a small company compared to them. But he added that energy drinks have become part of the lives of most Afghans doing heavy work daily.“For the people who work hard and don’t have a proper nutritional diet, the energy drink is best substitute for them.”, said Bahaduri who runs the business along with his brothers.
Energy Drinks Addiction in Afghanistan
Energy drinks are a growing fad, and as with anything in demand, the vendors have gone into overdrive across the country. Stacks of energy drinks can be sold by the crate along Kabul’s highways to passersby. “It removes their tiredness,” said Ahmad Gulab, a street vendor who sells energy drinks as a source of joy for his customers.
There is no sign, with the current state of the economy and few alternatives available, that this love affair is slowing down.
