The connection between caffeine and sweet taste perceptions presents intriguing opportunities for coffee manufacturers, as beverages containing caffeine may trigger consumer cravings for sweet snacks like cookies, scones, and donuts. This could pave the way for marketing packaged sweets alongside coffee grounds to maximize sales, or it might cause retailers to reconsider placing sugary treats near coffee products. Furthermore, manufacturers might explain on their labels that higher caffeine levels could lead to increased sugar consumption.
For large companies like Nestlé, this research suggests a lucrative chance for cross-merchandising. Recently, Nestlé announced its acquisition of Chameleon Cold-Brew, an organic, fair-trade producer of ready-to-drink coffee. With this trendy coffee brand now in its portfolio, along with other names like Nescafé, Nestlé could effectively market its sweet products alongside coffee offerings to boost sales across various categories.
These marketing opportunities may extend to food and beverage segments beyond coffee. Caffeine has elevated its profile among consumers through energy drinks and caffeinated sodas like Jolt Cola, while caffeinated water is also gaining traction in the market. Companies such as Hint and Avitae are offering caffeinated bottled water that combines the appeal of healthier beverages with an energy boost.
Nevertheless, a steady consumer demand for caffeine and an increase in caffeine-centered product launches do not necessarily mean that manufacturers should rush to incorporate more caffeine into their products, even if it could enhance sales of their sweet offerings. The FDA has previously monitored caffeinated products for consumer safety concerns. In 2015, the agency investigated the caffeinated peanut butter product STEEM due to worries about adding caffeine to a product commonly consumed by children, as one tablespoon contained the caffeine equivalent of a cup of coffee. While the product is still available, it is hard to find in physical stores, and the website includes numerous warnings.
Beyond heightened scrutiny, consumers often dislike it when manufacturers secretly add ingredients to boost the appeal of other products, especially when these items are not particularly healthy. Additionally, reduced sensitivity to sweetness is just one potential drawback of caffeine. Although caffeine is generally considered safe for adults, medical professionals advise caution due to possible side effects, including headaches, anxiety, increased heart and respiration rates, and exacerbation of conditions such as high blood pressure, diabetes, or osteoporosis. This creates a delicate balance for manufacturers looking to capitalize on the findings of this study while being mindful of consumer health.
Moreover, it is worth noting that caffeine consumption may have implications for calcium intake, as excessive caffeine could potentially interfere with calcium absorption. Therefore, maintaining a balanced approach is essential, especially considering that adults need about 60 mg of calcium daily to support overall health. Manufacturers must tread carefully to navigate these complexities while leveraging the insights from this study.