The energy drinks market is booming with the UK market currently valued at £615m, according to a new report by market analysts Mintel. The report shows that sales of drinks like Red Bull have risen by 366 per cent since 1996 - faster than cola. Consumer goods consultant Simon Howitt told the BBC that the market for energy drinks had been driven by people working longer hours and having increasingly energetic social lives. "Consumers are using the functional aspects of energy and stimulant drinks to replace either what the body requires after strenuous activity or sustain it to continue performing at a higher level that would otherwise be the case,"he said. The UK market is dominated by Red Bull in the stimulant sector and Lucozade in the energy drinks sector, the report found. Red Bull is currently under investigation in Sweden following the deaths of three young healthy people. The Swedish National Food Administration (NFA) has issued a public warning, telling people not to take Red Bull mixed with alcohol, or after heavy exercise.