Anxiety is on the rise and yet, consumers can't get enough of their favorite stimulant: Caffeine. In this episode, EMI Insights Manager, Matt Barry, talks us though "The Caffeine Paradox," one aspect of his recent report on the future of coffee, in which anxious consumers counterintuitively refuse to give up their triple shot lattes despite their well understood negative side effects. Is it the ritual that keeps them coming back? Emotional attachment? Performance anxiety? A moment of self-care? The pressures of inflation? Or just trying to maintain a modicum of control in an increasingly chaotic world?
For further insight on the changes impacting the coffee industry, read our report, The Future of Coffee.