Like Marmite, caffeine polarises opinion – you either love it or hate it. Those born before 1980 are more likely to sit in the ‘love’ camp, according to data from the Centre for Economics and Business Research: they found that Gen X are drinking an average of 2.1 cups of coffee a day, approximately four times more than stimulant-shy Gen Z.
While younger generations are leading the caffeine-free charge, a downward trend in use is happening across the board, according to Urvashi Agarwal, founder of artisanal tea brand JP’s Originals (jpsoriginals.com). This is thanks to a ‘Covid-induced surge of interest in wellness, sleep and hydration, as well as increased concern about the link between caffeine and anxiety,’ she says. ‘Many are shifting from a highly caffeinated cup of coffee to a milder cup of tea, matcha, herbal infusion or other decaffeinated options.’
The advent of menopause fatigue, insomnia, anxiety and other hormonal symptoms can also see women break up with their morning brew, says menopause nutritionist Emma Bardwell (). ‘I have some clients who have significantly improved their perimenopause symptoms by eliminating caffeine,’ she explains. ‘But it’s a mix – there are also
