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More US consumers are keeping caffeine but changing how and when they use it, shifting from all day coffee habits to more deliberate routines aimed at reducing jitters and protecting sleep. Brands are positioning beverages around "energy management," with many people limiting afternoon caffeine or swapping to lower caffeine options.
1:04 PMBloomberg MarketsSummary
More US consumers are keeping caffeine but changing how and when they use it, shifting from all day coffee habits to more deliberate routines aimed at reducing jitters and protecting sleep. Brands are positioning beverages around "energy management," with many people limiting afternoon caffeine or swapping to lower caffeine options.
Why it matters
If caffeine use becomes a managed regimen, beverage supply chains and category strategies will reallocate shelf space and investment toward lower caffeine, functional, and time of day specific products.
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