Decaf coffee and low-caffeine energy drinks gain ground as consumers rethink caffeine

· Agriculture & Food

Beverages marketed as low- or no-caffeine are becoming mainstream as consumers rethink what Food Dive calls the "daytime vice," with decaf coffee and alternative energy drinks drawing attention. Separately, Win-Win CEO Mark Golder told AgFunderNews that cacao-based chocolate will become increasingly premium while alternatives absorb the rest of demand, arguing that cocoa market volatility creates uncertainty and prevents firms from planning properly. Both items describe the same broad consumer shift toward products positioned around moderation and ingredient sourcing, though they address different categories. The items give no sales figures or market-size estimates.

Why it matters：It shows demand shifting toward moderation-positioned drinks and premium or substitute chocolate, forcing beverage and confectionery brands to rethink portfolios as input volatility persists.

Key points

  • Decaf coffee and low- or no-caffeine energy drinks are described as moving mainstream.
  • Win-Win's CEO expects cacao-based chocolate to become increasingly premium.
  • Golder cited cocoa market volatility as a barrier to planning.

Sources (original reporting)

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