Though caffeine remains the world’s most widely consumed drug, some people are turning to a smaller dosage to achieve their morning kick. A slew of lower-caffeine drinks are hitting the market as consumers look for ways to shake the negative effects of caffeine, while still having their daily cup of coffee.
‘Experimenting with a new range of options’
Even as millions of Americans consume mass quantities of caffeinated drinks, some question their caffeine intake. Many started “experimenting with a new range of options beyond the traditional cup of hot java, paying heed to caffeine’s impact on their sleep, mood and energy level,” said Bloomberg. Some people still consume multiple caffeinated drinks per day, but others are “becoming more cognizant of ‘energy management’ in their beverage choices,” Daniel Jhung, the president of the coffee and beverage division of Nestlé USA, told Bloomberg.
Many of the options are changing to accommodate shifting preferences. Younger consumers have begun to “embrace cold, canned beverages over hot coffee,” said Bloomberg. The change is not only evident in “rapid growth of energy drinks but also in less-supercharged options.” Sales of ready-to-drink, low-caffeinated bottles of coffee and tea were “up almost 15% in the 52 weeks ending March 22” of this year, while “sales of coffee beans and cocoa fell nearly 10%,” according to data from market research group Spins cited by Bloomberg.
The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
SUBSCRIBE & SAVE
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Latest Videos From
A number of companies are also moving toward this trend. Panera Bread began “rolling out a new line of lightly caffeinated drinks,” said Business Insider, which comes about two years after the company’s discontinued, ultra-caffeinated Charged Lemonade was “linked to two deaths and multiple lawsuits.” While the Charged Lemonade had about 260 milligrams of caffeine, or the equivalent of three Red Bull cans, Panera’s lighter caffeinated drinks “contain about as much caffeine as a can of soda.” There has also been a resurgence in sales of Coca-Cola Zero Zero, which has no sugar or caffeine, said Bloomberg.
‘There are also some concerns about excessive consumption’
Many doctors seem to be happy that caffeine is trending the way it is due to potential health issues. Caffeine can “have positive effects on alertness, cognitive function and athletic function,” but there are also “concerns about excessive consumption and potential health risks,” said the American Medical Association (AMA). “One of the things that people don't realize is, if you think of it as a medicine, then the best way to use it is in small, frequent doses,” Dr. Shannon Kilgore, a neurologist, told the AMA.
Most people, despite the shifting tides, are consuming too much caffeine, which could have negative health effects. About 85% of adults “consume 135 milligrams of caffeine daily in the U.S.,” approximately “equivalent to 12 ounces of coffee, which is the most common source of caffeine for adults,” said the AMA. While drinking up to three cups of coffee per day “can reduce dementia risk and slow cognitive decline,” according to a recent JAMA study, even that would still be over the recommended daily dosage of caffeine.
The shift toward low-caffeine is because “health and wellness trends have persuaded many consumers to scrutinize ingredients more closely, with many trying to cut back on artificial dyes, added sugar, processed food and, in some cases, caffeine,” said Bloomberg. The anxiety of Jeremy Clark, an engineering professor in Montreal, has declined “almost to negligible levels” since he cut back on caffeine, Clark told Bloomberg. “So I think it was worth it.”
