The relationship between caffeine and perceptions of sweetness presents intriguing possibilities for coffee producers. Products containing caffeine could trigger consumer cravings for sweet treats like cookies, scones, and donuts. This creates a marketing opportunity to promote packaged sweets alongside coffee grounds for increased sales, or it might lead retailers to reconsider stocking sugary items near coffee stations. Additionally, manufacturers could clarify on their packaging that elevated caffeine levels may lead to sugar cravings. For companies like Nestlé, this research highlights a promising chance for cross-merchandising. Last week, the chocolate giant revealed its acquisition of Chameleon Cold-Brew, an organic, fair-trade ready-to-drink coffee maker. With this trendy brand in its lineup, alongside others like Nescafé, Nestlé could start promoting its sweet products alongside its coffee offerings to boost sales across various categories.
These marketing strategies could extend beyond just coffee into other food and beverage sectors. Caffeine has gained popularity through energy drinks and caffeinated sodas, such as Jolt Cola, and caffeinated water is also gaining traction. Companies like Hint and Avitae are offering caffeinated bottled water that combines the advantages of healthier beverages with an energy boost. However, the steady demand for caffeine and the increase in caffeine-infused product launches do not necessarily mean manufacturers should hastily add more caffeine to their products, even if it could enhance the sales of their sweet offerings. The FDA has previously scrutinized caffeinated products for consumer safety. In 2015, the agency investigated the caffeinated peanut butter STEEM due to concerns about adding caffeine to a product typically consumed by children—one tablespoon contained the caffeine equivalent of a cup of coffee. Although the product still exists, it is challenging to find in physical stores, and the website contains numerous warnings. Beyond further scrutiny, consumers generally disapprove when manufacturers discreetly add ingredients to increase the appeal of other products, especially if those products aren’t particularly healthy.
Reduced sensitivity to sweetness is just one potential drawback of caffeine. While it is generally considered safe for adults, medical professionals advise caution due to potential side effects such as headaches, anxiety, increased heart and respiration rates, and the exacerbation of conditions like high blood pressure, diabetes, or osteoporosis. For manufacturers, striking the right balance is crucial in leveraging the findings of this study. They should also consider the impact of their products on health, especially regarding osteoporosis, where finding the best calcium citrate for osteoporosis could be beneficial for consumers seeking to maintain bone health. Thus, navigating these opportunities while prioritizing consumer safety and health is essential for success in this market.