PITTSBURGH, Pa. – Energy drinks are soaring among young adults and teens looking for a quick jumpstart to their day or boost before hitting the books, reports the Pittsburgh Post-Gazette.

For sleep-deprived Point Park University student Terrel Williams, downing a Red Bull makes him feel like the “Million Dollar Man.” Williams, who also works 30 hours a week, drinks an energy drink to “jumpstart him during his groggiest moments” and accelerate his energy level to “practically comatose to totally hyper in a matter of minutes,” notes the newspaper.

“I don't know if it's healthy to be that energetic,” said Williams, adding that he tries to limit his energy drink consumption to three a week. “It's a desperation measure," he said. “It is a last attempt to stay awake.”

For a category that has been around for about 10 years, energy drinks are not lacking competition. Just last week, the newspaper reported, attendees of the NACS Show 2006 saw nearly 100 brands of energy drinks on the expo floor. Teen trendspotters also commented during a panel session that the most common product they purchase in a convenience store is an energy drink or some type of packaged beverage.

“For people in their 20s and 30s, energy drinks are like coffee,” NACS spokesman Jeff Lenard told the newspaper.

According to Beverage Digest editor and publisher John Sicher, energy drink sales totaled $3.5 billion in 2005 and are up by 75 percent this year. “Americans are getting more and more interested in beverages that do more than refresh and taste good,” Sicher told the newspaper, adding, “They are looking for beverages they believe have some kind of function.”