The connection between caffeine and sweet taste perceptions presents intriguing opportunities for coffee manufacturers. Products containing caffeine may stimulate consumer cravings for sweet treats like cookies, scones, and donuts. This opens avenues for marketing packaged sweets alongside coffee grounds to maximize sales, though it might also lead retailers to reconsider the placement of sugary items near coffee. Furthermore, manufacturers could highlight on their product packaging that increased caffeine levels might trigger a sugar binge.
For companies such as Nestlé, this research indicates a profitable opportunity for cross-merchandising. Recently, the chocolate giant announced its acquisition of Chameleon Cold-Brew, a fair-trade organic coffee producer. With this trendy addition to its portfolio, alongside established brands like Nescafé, Nestlé could effectively market its sweet products in conjunction with its coffee offerings to boost sales across various categories.
These marketing strategies could extend beyond coffee to other food and beverage categories. Caffeine has enhanced its consumer appeal through energy drinks and caffeinated sodas like Jolt Cola, while caffeinated water is gaining traction in today’s market. Brands like Hint and Avitae are offering caffeinated bottled water, delivering the advantages of healthier beverages along with an energy boost. However, a consistent consumer demand for caffeine and a rise in caffeine-focused product launches do not imply that manufacturers should hastily increase the ingredient’s presence in their offerings, even if this could enhance the 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 adding caffeine to a product frequently consumed by children, as one tablespoon contained the caffeine equivalent of a cup of coffee. Although the product is still available, it is hard to find in physical stores and is accompanied by multiple warnings on its website. Additionally, consumers generally disapprove of manufacturers secretly adding ingredients to boost demand for other items, particularly when those products aren’t particularly healthy.
Moreover, reduced sensitivity to sweetness is only one potential drawback of caffeine. While it is considered generally safe for adults, health professionals advise caution, as caffeine may trigger headaches, anxiety, increased heart and respiration rates, and exacerbate conditions such as high blood pressure, diabetes, or osteoporosis. Consequently, manufacturers must tread carefully to leverage the findings of this study.
In pursuit of health-conscious options, some companies are also exploring the journey of calcium citrate in their products. Integrating calcium citrate with caffeine could potentially provide additional health benefits, appealing to consumers looking for functional beverages. However, it remains critical for manufacturers to strike a balance between innovation and consumer safety as they navigate this complex landscape.