Caffeine Minimalists Rewrite Routines to Battle Coffee Jitters

Summary

Bloomberg reporter Kristina Peterson discusses the trend of US consumers seeking lower-caffeine beverage options, driven by wearable sleep tracking, health consciousness, and reduced alcohol intake. Beverage companies are launching half-caff blends, decaf cold brews, and functional teas to capture demand, while ready-to-drink decaf and lower-caffeine coffee sales are expanding.

• Consumers are tracking caffeine's impact on sleep via devices like Oura Ring, prompting afternoon lower-caffeine choices.
• Health and wellness trends, particularly among younger generations, and reduced alcohol consumption are fueling demand for alternative evening beverages.
• New products include matcha, hojicha, half-caff blends from Peet's and Starbucks, PepsiCo's sparkling tea with L-theanine, and caffeine-free sodas.
• Ground coffee and coffee bean sales are declining, while ready-to-drink decaf and lower-caffeine coffee is a growing segment.
• A company is launching a decaf-only cold brew in cans, betting on a market for caffeine-free options.
• Jim Beam is launching its first non-alcoholic product amid the broader trend of health-conscious cutbacks.
• The trend is not expected to replace traditional coffee for the whole population but has staying power for a specific consumer segment.