The Illusion of Choice in Your Coffee With 170 Grams of Sugar
- Piece of Cake Staff
- 4 days ago
- 3 min read
Written by Brendan Gieseke
It seems that at any coffee place you go to, one ingredient is barely escapable: sugar. Seen traditionally as a tiny cube you can add to your coffee, the current generation’s definition of a "splash of sugar" seems a little more generous than what’s normal (or what should be normal).
I mean, is it even coffee at this point if sugar is the main ingredient with a "splash of coffee?"
A leader in the conversation about sugary coffee drinks is Dunkin’ Donuts. With drinks reaching up to even 170 grams of sugar—yes, for one drink—it's very not obvious that some of the go-to coffee orders are a little above the daily recommended amount (usually around 24 grams to 36 grams). And, with some baristas online sharing ridiculous orders with dozens of pumps of sugar and syrups (which, as well, have sugar), the concerning doses of sugar beg the need for investigation: what’s led to this epidemic of sugary coffee?
While, in the past, this cultural phenomenon might have been explained as a motive to mask the taste of low-quality coffee beans, more recent analysis could point to strategic business decisions. What all sugary treats have in common is that they release dopamine in our bodies. Dopamine is an endorphin that provides humans with feelings of happiness. It can be released from healthier foods like a salad or fruit. It’s a natural substance, and it isn't intrinsically bad. However, the alarming amount of sugar in our coffee mugs releases dopamine to an extent far beyond natural and at a quicker rate. Similar to other addictive substances like drugs or cigarettes, this makes our bodies reliant on sugar. This results in a go-to (sugary) coffee order.
For coffee chains, this is a human-nature gold mine. In addition to specific flavors that add customer-perceived value to their coffee products, the use of sugar keeps its customers coming back for more. That everyday craving you have for a Caramel Frappuccino at 8:00 am? It’s not natural; your body isn’t getting enough dopamine and is feeling withdrawal symptoms. It’s a scientifically manufactured desire for your favorite coffee brands, and it’s something that should concern any frequent buyer. Has someone ever reacted to a sweet treat with regular sweetness and said, “It’s so sweet!” It’s not really a preference; it’s a sugar tolerance we've developed from excessive consumption.
While the occasional sweet treat is never a big deal, an obsessive routine is what rings the alarm bell. Not only can constant consumption of sugar increase the risk for conditions like diabetes, tooth decay, and low energy through unstable glucose levels, but the heightened level to which sugar is craved in a frappuccino creates constant reliance on drinking that specific brand’s drinks. No other brand gets your sugar right. The baseline amount of sugar in your favorite brand’s drinks is concerningly high, but it keeps you craving more as it's not replicated by other brands. In addition, no other brand’s coffee tastes the same. According to coffee drinkers, for example, Starbucks’ coffee beans have a distinct taste that can’t be replicated by other brands. This causes a constant preference for Starbucks, and can be explained as the reason you continue to return to its stores.
In such cases, it’s not a leap to think that sugar and coffee flavor create an illusion of choice. Where a brand’s primary goal is to create revenue, would it truly be shocking to realize that brands create highly addictive drinks that make sure you keep consuming? After all, more customers equals more money… While a brand might never admit to such strategic tactics, and one can make an argument that the brands that just have the best products can dominate the market, it’s always crucial to be considerate of the choices we make and the potential external factors that play into our decisions.
In behavioral economics, the illusion of choice refers to a phenomenon where consumers feel they have the choice to choose what they consume, but in reality, there really isn’t a choice. Is there a reason why, despite the appeal of supporting small businesses in the coffee industry, most people tend to gravitate towards Starbucks or Dunkin’? You might be thinking you’re choosing Starbucks over a small business, but perhaps Starbucks already made the choice for you. They welcome you with high-sugar levels, addictive coffee taste, and convenience. While at this point, you may still end up going back to the same coffee brand you’ve integrated as part of your life, it’s crucial to keep awareness and have a place in your mind that coffee might be more than a beverage, but a gateway drug for corporate revenue.
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