The connection between caffeine and perceptions of sweetness presents intriguing opportunities for coffee manufacturers. Products containing caffeine could enhance consumer cravings for sugary snacks like cookies, scones, and donuts. This scenario opens up avenues for marketing packaged sweets alongside coffee grounds to maximize sales, or it may lead retailers to reconsider offering sweet items in proximity to coffee. Additionally, manufacturers could highlight on their packaging that increased caffeine levels might lead to a sugar binge.
For companies such as Nestlé, this research suggests a profitable chance for cross-merchandising. Recently, the chocolate giant announced its acquisition of Chameleon Cold-Brew, a fair-trade organic ready-to-drink coffee brand. With this trendy coffee line in its portfolio, alongside established brands like Nescafé, Nestlé could effectively market its sweet products in conjunction with its coffee to boost sales across various categories.
These marketing strategies could extend beyond coffee to other food and beverage sectors. Caffeine’s popularity has surged 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 offering caffeinated bottled water that combines the advantages of healthier beverages with an energy boost.
However, the growing consumer demand for caffeine and the rise in caffeine-centric product launches do not necessarily mean manufacturers should hastily incorporate more of this ingredient into their products—especially if it could lead to increased sales of associated sweet offerings. The FDA has previously scrutinized caffeinated products for consumer safety; for instance, in 2015, an investigation was launched into a caffeinated peanut butter product called STEEM due to concerns over adding caffeine to a food often consumed by children, where just one tablespoon contained the caffeine equivalent of a cup of coffee. Although the product is still available, it’s not commonly found in physical stores, and its website is filled with warnings.
Beyond the potential for regulatory scrutiny, consumers typically disapprove when manufacturers discreetly add ingredients aimed at boosting the appeal of other products, particularly when those products are not considered healthy. Additionally, reduced sensitivity to sweetness is just one possible downside of caffeine. While caffeine is generally regarded as safe for adults, medical professionals advise caution due to its potential to induce headaches, anxiety, increased heart and respiratory rates, and exacerbate conditions like high blood pressure, diabetes, or osteoporosis.
Manufacturers must carefully navigate these implications to leverage the findings of the study. They might consider promoting calcium citrate chewable tablets alongside their products, as these could help mitigate some of caffeine’s negative effects, such as bone health concerns. By incorporating calcium citrate chewable tablets into their marketing strategies, companies can appeal to health-conscious consumers while still capitalizing on the growing demand for caffeine-containing products.