Why 37% of People Read Labels But Only 21% Actually Benefit From What's On Them

The Label-Reading Gap

Euromonitor's Voice of the Consumer: Lifestyles Survey (fielded January-February 2025) found that 51% of global consumers actively seek healthy ingredients in food and beverages, and 37% carefully read nutrition labels every time they buy.

But only 21% of global consumers say they actually eat nutrient-rich snacks that complement their diet.

That's a real gap between intent and outcome — and it applies just as much to what's in your coffee mug as it does to snacks.

What Most Coffee Labels Actually Say

Read the label on a regular bag of coffee. It says one thing: caffeine.

That's not a formula. That's one molecule doing all the work — spiking cortisol, then leaving you to crash 45 minutes later with nothing else in the mix to soften the landing.

What We Built Instead

Power Coffee's label has eight active ingredients, and each one has a specific job:

• Matcha — releases energy over 4-6 hours instead of spiking and crashing in under an hour
• Taurine (2g) — supports sustained output without the overstimulation caffeine alone causes
• L-theanine — pairs with caffeine to remove the jitters and the 2pm wall
• Pea protein (5g) — stabilizes blood sugar so the energy window doesn't slam shut mid-morning
• Ginkgo biloba — supports cerebral blood flow for sustained focus
• Cinnamon and ginger — round out the formula's blood sugar and digestion support

Closing the Gap

Euromonitor's broader research on snacking found the same pattern across the category: novelty alone doesn't sustain a product anymore. Consumers want the sensory experience — taste, texture — paired with a real functional benefit, not one or the other.

We think that applies directly to coffee. If you're one of the 37% who actually reads the label, we built this one to hold up when you do.

[Try Power Coffee — link to product page.]