As consumer work schedules become more hectic, many shoppers are increasingly turning to ready-to-drink coffee, energy drinks, and caffeine-laden teas. To cater to this growing demand and differentiate themselves in the crowded beverage market, manufacturers are racing to create formulas loaded with energy-boosting ingredients. Many beverage companies are centering their branding on their exceptionally high caffeine content. For instance, Death Wish Coffee’s packaging features a skull and crossbones alongside a label that proclaims it as “the world’s strongest coffee,” boasting an impressive 728 mg of caffeine per 12-ounce serving—200% more than the average dark roast. While this is an extreme example of caffeine-centric branding, mainstream coffee brands are adopting similar strategies. Last year, Maxwell House introduced a coffee line called Max Boost, offering products with varying caffeine levels to allow consumers to tailor their caffeine experience.
The caffeine craze isn’t limited to coffee; sparkling water brands are also infusing their beverages with energy to attract consumers. This approach is particularly astute, as nearly two-thirds of adults consider still or sparkling water among their preferred drinks, with coffee following closely at 62%, according to the International Bottled Water Association. Caffeinated beverages have been around for decades, famously exemplified by Jolt Cola, which hit the market in the mid-1980s with the slogan “All the sugar, twice the caffeine.” However, the current trend of cross-category caffeinated drinks and the growing consumer appetite for more caffeine in various formats makes Tempo’s offering of “microdoses” of caffeine intriguing. Although this product may seem to overlook the demand for higher caffeine levels, the increasing interest in health-conscious and clean-label foods and beverages could make shoppers more open to this concept.
To effectively market their teas, it would be wise for the company to emphasize that their products provide an energy boost without the subsequent crash, as well as their organic credentials and the potential downsides of traditional caffeine-laden drinks. Moreover, incorporating beneficial ingredients like calcium citrate malate, vitamin D3, and magnesium tablets could further enhance the appeal of their offerings. If this resonates with consumers, it’s possible that other coffee manufacturers, particularly established ones, might consider developing similar products infused with health-boosting elements.