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Position decaffeinated coffee as a bedtime drink
Caffeine is often referred to as the most widely consumed stimulant in the world. As the main ingredient in coffee and tea, it provides us with energy and focus, especially in the morning when we need it most. However, overconsumption can lead to a downward spiral where you feel a constant need for a cup of coffee. Caffeine-sensitive individuals in particular can then be plagued by sleepless nights.
Half of German coffee drinkers actually limit their coffee consumption in order to sleep better at night. Other health reasons also speak for a restriction. Against this background, it is worth taking a closer look at caffeine-reduced alternatives for consumption during the day and in the evening.
More well-being through decaffeinated coffee
With the launch of the de-caffeinated ¡Tierra! Wellness coffee in 2020, Lavazza has jumped on the current trend of products designed to enhance our well-being. On social media, the company touts the product as "ideal for a little time out," thanks to its low caffeine content, mild roast and full flavor. The processing of de-waxed coffee is similar to that of decaffeinated coffee, but de-waxed coffee has a caffeine content that is higher than the 0.10% limit set for decaffeinated coffee.
The Lavazza ¡Tierra! Wellness Cafe Crema Dewaxed Coffee is a mild coffee with less caffeine and full flavor, which is the perfect drink for a little downtime (Germany).
Naturally low caffeine coffee bean varieties like Laurina are more difficult to grow and therefore expensive. This gets in the way of expanding low-caffeine coffee, which is easier to drink throughout the day and also in the evening. One supplier of low-caffeine Laurina coffee is Berlin-based coffee house The Barn. The Volcan Azul coffee there is described as smooth with notes of pear, macadamia, graham cracker and vanilla.
The potential for decaf goodnight coffee
According to Mintel GNPD, only just under 3% of new coffees launched currently claim to be decaffeinated, suggesting untapped potential for decaffeinated variants.
German Generation Z and early Millennials (ages 16-34) are the most likely to cut back on their coffee consumption in order to sleep better. Companies can take advantage of this situation and position decaffeinated good-night coffee as a better choice for a nightcap.
Vitalcorp Good-Night Coffee blends ground and decaffeinated fine roast coffee from South America with German-grown hemp seeds known for their relaxing properties (Germany).
Verum Dély Beauty Decaf with collagen and vitamins is a decaffeinated beauty coffee for hair, skin and nails. It is compatible with Nespresso machines and contains biotin for healthy and beautiful skin and hair, and selenium for healthy nails (Netherlands).
Dutch coffee company Verum Dély recently launched coffee pods that combine the experience of decaffeinated coffee with beauty-enhancing properties and vitamins. With more and more consumers wanting foods and beverages with functional benefits, this trend could catch on in the decaffeinated and low-caffeine coffee segment and promises interesting launches in the near future.
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