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 beverages 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,” said Bloomberg.
Younger consumers have begun to “embrace cold, canned beverages over hot coffee,” said Bloomberg. 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 market research group Spins, per Bloomberg.
Several companies are also moving toward this trend. Panera Bread began “rolling out a new line of lightly caffeinated drinks,” which comes about two years after the company’s discontinued ultra-caffeinated Charged Lemonade was “linked to two deaths and multiple lawsuits,” said Business Insider. There has also been a resurgence in sales of Coca-Cola Zero Zero, which has no sugar or caffeine, said Bloomberg.
Why less is better Most people, despite the shifting tides, are consuming too much caffeine, which could have negative health effects. While drinking up to three cups of coffee per day can “reduce dementia risk and slow cognitive decline,” even that would still be over the recommended daily 135-milligram dosage of caffeine, said a JAMA study.
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, he said to Bloomberg. So “it was worth it.”
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