Coffee has long been one of the world’s most established sources of everyday energy but is facing increasing competition. Modern consumers are seeking greater control over their energy, focus and wellbeing, while energy drinks and supplements often communicate their functional benefits more explicitly. This trend presents a clear opportunity for coffee brands to reclaim consumption occasions by repositioning caffeine, decaf, and functional claims into accessible, occasion-focused offerings that suit increasingly fragmented routines.
47% of global consumers who at least occasionally consume caffeine are trying to reduce or quit their intake. This does not mean consumers are abandoning energy. Instead, it points to a growing desire to control their caffeine consumption – when, why, and how much.
How energy management is transforming coffee
Global coffee volume growth has remained modest in recent years. By comparison, energy drinks have grown strongly, while new caffeine...
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