Long gone are the days when doctors strongly advised
against drinking coffee, thinking it could strain the heart and stunt
growth. This was based on outdated research that often failed to factor in
other lifestyle factors, such as smoking, according to Time.
Even before this new study from the University of
Nottingham, coffee was riding high in public opinion with studies showing three
cups of coffee daily will lower the risk of heart disease, liver disease
and stroke, as well as contribute to a longer life expectancy. Another recent study found
that java aficionados do not even need to consume coffee to benefit from its
stimulating effects, which can focus the mind and enhance concentration.
Despite the recent accolades, coffee has never
been linked to activating brown fat cells. In fact, scientists have not yet
discovered why it activates these cells, according to researchers. It was not easy to
conclude that coffee caused the effect. Researchers first determined stem-cells
exposed to the caffeinated beverage had higher temperatures, which indicated
the activation of brown fat cells. Researchers then duplicated this effect in
adults through temperature monitoring, which showed after a few swallows of
coffee, the clavicle area, which contains the densest population of these
cells, displayed increased activity.
Adding fat burning and potential weight loss
capabilities to the laundry list of benefits associated with consuming coffee
will likely be beneficial for the market. These findings can assure
health-minded consumers their morning jolt of caffeine offers more advantages than
just a boost. It could also expand the market to those who have yet to jump on
the coffee train by repositioning the classic morning cup of joe as a
functional beverage, a trendy category that is receiving increased investment.
Coffee is big business in the U.S. The country is the
leading global consumer of coffee, with Americans drinking about 400 million cups per day. The high consumption of coffee
translates to projected sales reaching nearly $80.9 billion in 2019, increasing
at a compound annual growth rate of 4.5% through 2023, according to Statista.
Seeing the growing popularity of coffee, CPG companies have not been waiting around.
Coca-Cola, J.M. Smucker and Nestlé have recently made
big investments into the space. Last August, Coca-Cola announced the purchase of
Costa Coffee from U.K. drinks and hotels group Whitbread.
Smucker's Folgers brand introduced a high-end brand of
100% Arabica coffee, while Nestlé made a noteworthy investment in
Blue Bottle, acquired Chameleon Cold-Brew, and bought the rights to sell Starbucks brand
coffee in stores.
These premium coffee options offer a sense of luxury
to consumers as they look for upscale options to sip at home. However, cold
brew and other chilled coffees are posting the strongest growth. The segment
skyrocketed 580% between 2011 and 2016, Mintel research noted.
If researchers can confirm the caffeine in coffee is
activating the fat-burning brown cells, big companies investing in coffee — as
well as the recent proliferation of
caffeine-infused snacks and sparkling waters —
could reap the benefits.