The connection between caffeine and the perception of sweetness presents intriguing opportunities for coffee producers, as products containing caffeine may increase consumers’ cravings for sugary snacks like cookies, scones, and donuts. This could create a strategic chance to promote packaged sweets alongside coffee grounds, enhancing overall sales. Conversely, retailers might hesitate to pair sugary treats with coffee to avoid excess sugar consumption. Additionally, manufacturers could clarify on their packaging that elevated caffeine levels might lead to sugar cravings.
For companies such as Nestlé, this research highlights a potentially profitable avenue for cross-merchandising. Recently, the chocolate giant announced its acquisition of Chameleon Cold-Brew, an organic and fair-trade ready-to-drink coffee producer. With this trendy coffee brand added to its portfolio, alongside other offerings like Nescafé, Nestlé could effectively market its sweet products in conjunction with coffee to boost sales across different categories.
These prospects extend beyond the coffee sector as well. Caffeine has gained popularity through energy drinks and caffeinated sodas like Jolt Cola, and caffeinated water is also making waves in the market today. Companies that produce flavored water, such as Hint and Avitae, offer caffeinated bottled water that provides a healthier beverage option with an energy boost. However, despite steady consumer demand for caffeine and a rise in caffeine-centered product launches, manufacturers should exercise caution before adding more of the ingredient to their products—despite its potential to enhance sales of sweet items in their lineup. The FDA has scrutinized caffeinated products for consumer safety, conducting an investigation in 2015 into the caffeinated peanut butter product STEEM due to concerns over its caffeine content, which was equivalent to a cup of coffee in just one tablespoon, particularly when marketed to children. Although the product remains available, it is challenging to find in physical stores and is accompanied by numerous warnings on its website.
Moreover, consumers generally disapprove when manufacturers secretly add ingredients to boost the appeal of other products, especially when those items are not notably healthy. A lesser sensitivity to sweetness is just one possible drawback of caffeine. While it is generally regarded as safe for adults, healthcare professionals advise caution, as it can trigger headaches or anxiety, elevate heart and respiration rates, and worsen conditions such as high blood pressure, diabetes, or osteoporosis. As such, manufacturers must navigate this delicate balance to capitalize on the findings of this study while ensuring consumer safety.
In this context, taking calcium citrate could be an essential consideration for consumers, as it may help mitigate some of the adverse effects associated with caffeine consumption. By integrating this approach, manufacturers can promote a more health-conscious narrative in their marketing strategies, ensuring they address consumer safety while exploring the lucrative opportunities presented by caffeine’s relationship with sweetness.