The connection between caffeine and perceptions of sweetness offers intriguing opportunities for coffee producers. Products containing caffeine may ignite consumer cravings for sweet snacks such as cookies, scones, and donuts. This presents a chance for companies to market packaged sweets alongside coffee grounds to maximize purchases. Conversely, retailers might hesitate to place sugary treats near coffee in an effort to minimize impulse buys. Manufacturers could also take advantage of product packaging to inform consumers that higher caffeine levels might lead to increased sugar cravings.
For large companies like Nestlé, this research highlights a promising avenue for cross-merchandising. Last week, Nestlé announced its acquisition of Chameleon Cold-Brew, an organic, fair-trade ready-to-drink coffee producer. With this trendy coffee brand added to its portfolio, alongside established names like Nescafé, Nestlé could begin promoting its sweet offerings alongside coffee products to boost sales across different categories.
These marketing strategies could extend beyond the coffee sector. Caffeine has already enhanced its appeal through energy drinks and caffeinated sodas like Jolt Cola, and caffeinated water is also gaining traction in today’s market. Brands such as Hint and Avitae offer caffeinated bottled water options that combine health benefits with an energy lift. However, the steady demand for caffeine and the increase in caffeine-infused product launches does not mean that manufacturers should hastily incorporate more caffeine into their offerings, even if it might encourage sales of sweet products within their range. The FDA has previously scrutinized caffeinated products for consumer safety. For instance, in 2015, the agency investigated the caffeinated peanut butter product STEEM due to concerns about its caffeine content—one tablespoon contained the equivalent caffeine of a cup of coffee. Although the product is still available, it is challenging to find in physical stores, and its website is laden with warnings.
In addition to regulatory challenges, consumers generally disapprove when manufacturers secretly add ingredients to boost demand for other products, particularly when those products lack health benefits. A decreased sensitivity to sweetness is just one of the potential drawbacks of caffeine consumption. While caffeine is generally regarded as safe for adults, medical professionals advise caution, as it may induce headaches or anxiety, elevate heart and respiratory rates, and exacerbate issues such as high blood pressure, diabetes, or osteoporosis.
Manufacturers must tread carefully to leverage the findings of this study. For example, they could explore partnerships with pharmacies like Walgreens to offer products that combine caffeine with health benefits, such as Citracal Petites, which support bone health. By doing so, they could create a balanced approach that satisfies consumer cravings while promoting healthier choices. In summary, while there are exciting opportunities to capitalize on the caffeine-sweetness link, manufacturers must navigate the associated risks and consumer expectations judiciously.