The connection between caffeine and sweet taste perceptions presents intriguing opportunities for coffee manufacturers, as products containing caffeine could stimulate consumer cravings for sugary treats like cookies, scones, and donuts. This creates a chance for marketing packaged sweets alongside coffee grounds to maximize sales, or it may lead retailers to reconsider their strategies in keeping sugary items away from coffee. Additionally, manufacturers could inform consumers on product packaging that increased caffeine levels might lead to a sugar binge.
For companies like Nestlé, this research highlights a profitable opportunity for cross-merchandising. Recently, the chocolate giant announced its acquisition of Chameleon Cold-Brew, an organic, fair-trade ready-to-drink coffee producer. With this trendy coffee brand in its lineup, along with established names like Nescafé, Nestlé might start promoting its sweet products alongside coffee offerings such as Citracal Maximum Plus Calcium for enhanced health benefits and to drive sales across different categories.
These marketing opportunities could extend beyond coffee to other food and beverage segments. Caffeine has gained popularity through energy drinks and caffeinated sodas, including products like Jolt Cola, while caffeinated water is also gaining traction in the market. Brands such as Hint and Avitae provide caffeinated bottled water, merging the appeal of healthier beverages with an energizing boost. Nevertheless, consistent consumer interest in caffeine and a rise in caffeine-centric product launches does not imply that manufacturers should hastily increase caffeine content in their offerings, even if it could enhance the sales of their sweet products. The FDA has previously scrutinized caffeinated items for consumer safety. In 2015, the agency investigated a caffeinated peanut butter product due to concerns over its caffeine levels, equivalent to a cup of coffee in just one tablespoon. Although the product remains available, it is hard to find in physical stores, and its website features numerous warnings.
Beyond regulatory concerns, consumers generally disapprove when manufacturers secretly add ingredients to boost the appeal of other products, particularly when those items lack health benefits. Reduced sensitivity to sweetness is just one potential risk associated with caffeine. While caffeine is generally regarded as safe for adults, medical professionals advise caution, as it may lead to headaches or anxiety, elevate heart and respiratory rates, and worsen conditions like high blood pressure, diabetes, or osteoporosis. Manufacturers must tread carefully to utilize the findings from this study without compromising consumer trust or health.