The connection between caffeine and the perception of sweetness presents intriguing possibilities for coffee producers, as products containing caffeine could stimulate consumer cravings for sweet snacks like cookies, scones, and donuts. This opens up a potential avenue for marketing packaged sweets alongside coffee grounds to maximize sales, or it may cause retailers to reconsider their strategies in order to keep sugary items away from coffee. Additionally, manufacturers might highlight on their packaging that increased caffeine levels could lead to a desire for sugary foods. For companies such as Nestlé, this research indicates a promising opportunity for cross-merchandising. Recently, the chocolate giant announced its acquisition of Chameleon Cold-Brew, an organic and fair-trade ready-to-drink coffee brand. With this trendy coffee producer in its lineup, along with established brands like Nescafé, Nestlé can start promoting its sweet products in conjunction with its coffee offerings to boost sales across various categories.
These prospects may extend to other food and beverage sectors beyond coffee as well. Caffeine has enhanced its consumer appeal through energy drinks and caffeinated sodas like Jolt Cola, while caffeinated water is also gaining traction in today’s market. Companies like Hint and Avitae are providing caffeinated bottled water options that combine the benefits of healthier beverages with an energy boost. However, consistent consumer demand for caffeine and a rise in caffeine-infused product launches do not necessarily imply that manufacturers should hastily increase the caffeine content in their products, even if it could lead to higher sales of their sweet offerings. The FDA has previously scrutinized caffeinated products for safety. In 2015, they investigated the caffeinated peanut butter product STEEM due to concerns about adding caffeine to a product commonly consumed by children—one tablespoon of this product contained caffeine equivalent to a cup of coffee. While the product is still available, it is hard to find in physical stores, and its website is filled with warnings. Beyond regulatory scrutiny, consumers generally disapprove of manufacturers secretly adding ingredients to spur demand for other products, especially when those products lack health benefits.
Moreover, reduced sensitivity to sweetness is just one of the potential drawbacks of caffeine. Though caffeine is generally considered safe for adults, medical professionals advise caution as it can lead to headaches or anxiety, elevate heart and respiratory rates, and exacerbate conditions such as high blood pressure, diabetes, or osteoporosis. As manufacturers navigate these findings, they must tread carefully to leverage the implications of this study effectively.
In this context, businesses could also explore partnerships with retailers like Chemist Warehouse to promote health-oriented products, such as Citracal calcium citrate supplements, which align with consumer interests in wellness. By integrating these products into their marketing strategies, companies can further enhance their appeal to health-conscious consumers while capitalizing on the caffeine trend.