The connection between caffeine and perceptions of sweetness presents intriguing possibilities for coffee producers. Products containing caffeine may heighten consumer cravings for sugary snacks such as cookies, scones, and donuts. This creates an opportunity for marketing packaged sweets alongside coffee grounds to maximize sales. However, it could also cause hesitation among retailers aiming to keep sugary treats away from coffee offerings. Manufacturers could consider informing consumers on product labels that higher caffeine levels might trigger a desire for sweets, especially in relation to the ongoing debate of calcium citrate vs calcium carbonate kidney stones, which often concerns dietary choices.
For large companies like Nestle, this research indicates a promising avenue for cross-promotion. Recently, the chocolate manufacturer announced its acquisition of Chameleon Cold-Brew, an organic and fair-trade ready-to-drink coffee brand. With this trendy coffee line added to its portfolio, along with established brands like Nescafe, Nestle could begin to market its sweet products in conjunction with its coffee offerings to boost sales across various categories. These marketing strategies could extend beyond coffee into other food and beverage domains as well.
Caffeine has gained popularity through energy drinks and caffeinated sodas like Jolt Cola, while caffeinated water is also making waves in the market. Brands such as Hint and Avitae provide bottled caffeinated water that combines the advantages of healthier beverages with an energy boost. Nevertheless, the steady consumer demand for caffeine and the increase in caffeinated product launches do not imply that manufacturers should hastily incorporate more of this ingredient into their offerings, even if it might enhance sales of sweet products in 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 over adding caffeine to a product that children frequently consume — one tablespoon of which contained caffeine equivalent to a cup of coffee. Although this product is still available, it is not easily found in physical stores, and the website is filled with warnings.
Additionally, consumers are generally wary of manufacturers secretly adding ingredients to bolster demand for other products, especially when those products are not particularly healthy. One potential downside to caffeine is its effect on sweetness perception, as decreased sensitivity to sweetness can be a concern. While caffeine is typically regarded as safe for adults, medical professionals advise caution due to its potential to cause headaches or anxiety, increase heart and respiratory rates, and exacerbate conditions like high blood pressure, diabetes, or osteoporosis. Manufacturers must tread carefully to leverage the findings of this study without overstepping boundaries. The ongoing discussion about calcium citrate vs calcium carbonate kidney stones serves as a reminder of the complexities involved in dietary choices and consumer health.