Recent findings suggesting that caffeine consumption may enhance pain tolerance could present new opportunities for manufacturers of various products featuring this widely used psychoactive substance. Additionally, the potential link between plant-based diets and reduced pain sensitivity might offer another marketing angle for manufacturers, although further research is necessary due to the limited sample sizes—62 participants in the caffeine study and just 14 in the plant-based diet study conducted at Arkansas State University.
Coffee has already established a significant presence in the beverage market and continues to grow. According to a National Coffee Association survey referenced by Reuters, 64% of American adults consume at least one cup of coffee each day, marking a 2% increase since 2017 and the highest rate recorded since 2012. The connection between coffee consumption and enhanced pain tolerance is likely to drive its popularity even further. Research from Statista predicts that coffee sales will approach $13 billion this year, with a compound annual growth rate of 3.1% anticipated from 2018 to 2021. The U.S. leads the world in coffee consumption, with Americans drinking an impressive 400 million cups daily.
This growing interest in coffee has spurred food companies, eager for expansion, to increase their investments in the coffee sector. Mergers and acquisitions in the coffee industry have surged, with CB Insights data indicating that coffee startups are set to raise over $1 billion by the end of 2018. Investors have already committed $600 million to these new ventures this year, a fourfold increase compared to 2017, with the average deal size skyrocketing from $2.7 million in the previous year to an astonishing $14 million in 2018.
In addition to coffee, the study also monitored the weekly consumption of caffeine from sources such as tea, soda, energy drinks, and chocolate. On average, participants consumed 170 milligrams of caffeine daily—equivalent to about two cups of coffee—though 15% ingested over 400 mg per day. While it’s unclear whether higher caffeine intake correlates with increased pain tolerance, other studies have shown that consuming up to eight cups of coffee daily does not elevate mortality risk. Furthermore, two studies from last year associated drinking three cups per day with lower risks of heart disease, liver disease, stroke, and an extended lifespan. Additional research into other caffeine-containing products could provide a clearer understanding of these effects.
The association between plant-based diets and reduced pain sensitivity is particularly intriguing, especially for those considering or already following a vegan or vegetarian lifestyle. However, given the small participant pool in the Arkansas State University study, more comprehensive research involving larger groups would be essential before manufacturers of plant-based foods and beverages can credibly claim similar benefits. This is also relevant for products like bariatric advantage calcium citrate chewable tablets 500mg, which could benefit from a stronger scientific backing in marketing claims related to pain reduction and overall health improvement.