Coffee Companies Adapt to Consumers' Personalized Energy Needs
As competition with energy drinks intensifies, coffee brands are adapting their offerings to meet consumer demands for personalized energy management. Modern consumers desire greater control over their energy levels, focus, and well-being, leading to a shift in coffee consumption patterns. According to the Euromonitor Voice of the Consumer: Health and Nutrition Survey conducted in February 2026, 47% of global caffeine consumers are attempting to reduce or quit caffeine intake, indicating a desire for more personalized consumption.
Despite the historical popularity of coffee, global coffee volume growth has recently been modest compared to the strong rise of energy drinks. New caffeine formats such as pouches and gummies are gaining traction by offering personalized energy options. However, only 0.1% of coffee products highlighted an 'energy boosting' claim in 2025, underscoring the need for better communication of benefits. Consumers are increasingly interested in being informed about the energy content of their coffee and its suitability for various occasions, whether it be for high energy, focus, balanced effect, or minimal caffeine intake.
A notable trend in the market is the emergence of the 'energy manager', a consumer actively managing their caffeine consumption based on varying daily routines. This shift reflects how consumers are seeking products matching their energy needs throughout the day. Coffee brands are responding by developing ranges centered around need states, rather than just offering decaf options. According to industry examples, the US-based Explorer Cold Brew acquired Savorista, a decaf and half-caf specialist, while the UK-based TrueStart Coffee has secured funding to expand its caffeine offerings, reflecting changing consumer propositions.
For improved market presence, coffee brands are being urged to enhance the visibility and actionability of energy levels across their product ranges. This includes making explicit the energy-related benefits on packaging, coffee pods, ready-to-drink products, and menus. Innovations in coffee pods, allowing consumers to easily switch between different caffeine levels during the day, are seen as a significant opportunity. Chooze Coffee in Japan and Starbucks are examples of brands implementing clearer energy labeling to inform consumers.
As health considerations increasingly influence consumer choices, the survey indicates that 35% of consumers reduce caffeine for health reasons, and 32% due to concerns about long-term health risks. Consequently, decaf and low-caf products are transitioning from niche to essential in the market. These trends are gaining momentum, particularly as younger demographics show heightened interest in reducing caffeine consumption.
