The connection between caffeine and sweet taste perceptions presents intriguing possibilities for coffee producers, as products containing caffeine may stimulate consumer cravings for sweet snacks such as cookies, scones, and donuts. This creates an opportunity for coffee brands to promote packaged sweets alongside coffee grounds to enhance sales. Conversely, retailers might hesitate to mix sugary treats with coffee offerings. Additionally, manufacturers could highlight on their product packaging that increased caffeine levels might trigger a sugar craving.
For major companies like Nestle, this research indicates a potentially profitable avenue for cross-merchandising. Recently, the chocolate giant announced its acquisition of Chameleon Cold-Brew, a producer of organic, fair-trade ready-to-drink coffee. With this trendy coffee brand in its portfolio, along with established names like Nescafe, Nestle could effectively market its sweet items alongside coffee products to boost sales across different categories.
These marketing strategies could extend beyond coffee to other food and beverage segments. Caffeine has gained popularity through energy drinks and caffeinated sodas such as Jolt Cola, and caffeinated water is also gaining traction in today’s market. Brands like Hint and Avitae offer caffeinated bottled water that delivers health-conscious benefits along with an energy boost. However, sustained consumer interest in caffeine and a rise in caffeine-infused product launches do not necessarily mean that manufacturers should rush to increase caffeine content in their offerings, even if it could enhance sales of their sweet products. The FDA has previously scrutinized caffeinated products for consumer safety. In 2015, the agency investigated the caffeinated peanut butter product STEEM due to concerns about its suitability for children, as one tablespoon contained caffeine equivalent to a cup of coffee. Although the product still exists, it is hard to find in physical stores, and its website is filled with warnings.
Moreover, consumers generally dislike it when manufacturers covertly add ingredients to amplify cravings for other products, especially if those products lack health benefits. Reduced sensitivity to sweetness is just one of the potential drawbacks of caffeine. While caffeine is generally regarded as safe for adults, healthcare professionals advise caution due to its potential to cause headaches, anxiety, elevated heart rates, and worsen conditions like high blood pressure, diabetes, or osteoporosis. Therefore, manufacturers must tread carefully to leverage the findings of this study.
Interestingly, there may be opportunities for cross-promotion with products such as Citracal, especially at retailers like Costco, where consumers are looking for health supplements alongside their caffeinated beverages. By integrating these strategies, companies could tap into a broader market while keeping health considerations in mind.