Currently, the fastest-growing coffee variant is decaf, experiencing a surge attributed to the TikTok trend "Drugs without drugs." This trend highlights natural remedies like DIY skincare products, non-alcoholic whiskey, and decaffeinated coffee, which offer benefits without the side effects of caffeine.

Bloomberg reports decaf coffee sales hit 20b last year and decaf has outpaced regular coffee sales the past 5 years.  Decaf sales are slated to jump 50% this year. (Bloomberg source)

The trend of "drugs without drugs" has gained popularity for several reasons:

1. Health Consciousness: With a growing emphasis on health and wellness, people are increasingly seeking alternative methods for managing health conditions and improving overall well-being. The trend aligns with a desire to minimize reliance on pharmaceutical drugs and explore natural or holistic approaches to health.

2. Empowerment and Control: Some individuals prefer to take a proactive role in their health by exploring non-pharmaceutical interventions. This trend allows people to feel empowered and in control of their health outcomes by experimenting with lifestyle changes, natural remedies, and alternative therapies.

3. Desire for Minimal Side Effects: Many pharmaceutical drugs come with potential side effects, ranging from mild to severe. By opting for "drugs without drugs," individuals may aim to avoid these side effects and potential risks associated with pharmaceutical medications.

Decaf coffee, non-alcoholic mocktails and tea are great alternatives.  The list of alternatives is consistently growing as the trend expands and decaf coffee continues to grow. 

1. Herbal Tea Recipes: TikTok creators often share recipes for herbal teas made from ingredients like chamomile, peppermint, ginger, and turmeric. These teas are promoted for their potential health benefits, such as reducing stress, aiding digestion, or boosting immunity.

2. Mocktail Mixology: Mocktail recipes are popular on TikTok, particularly among those who choose not to consume alcohol or are looking for healthier alternatives to traditional cocktails. Creators showcase creative and visually appealing mocktail recipes using ingredients like fresh fruit, herbs, sparkling water, and non-alcoholic spirits.

3. Coffee Alternatives: Some TikTok users share videos featuring alternative beverages to coffee, such as matcha lattes, golden milk (made with turmeric), or chicory root "coffee" blends. These videos often highlight the potential health benefits of these beverages, such as sustained energy without caffeine jitters or anti-inflammatory properties.

4. Alcohol-Free Lifestyle Tips: TikTok creators who embrace an alcohol-free lifestyle may share videos discussing their experiences, tips for socializing without alcohol, or advice for maintaining sobriety. These videos can provide support and inspiration for viewers who are exploring or committed to a similar lifestyle.

5. Coffee Hacks and Recipes: Coffee enthusiasts on TikTok share a variety of content, including brewing techniques, coffee art tutorials, and creative recipes using coffee as an ingredient. Some creators also highlight alternative brewing methods like cold brew, pour-over, or French press.

These examples demonstrate how TikTok users engage with content related to alcohol alternatives and coffee substitutes, whether for health reasons, personal preferences, or lifestyle choices.

Overall, the trend of "drugs without drugs" reflects a broader shift in attitudes towards health and wellness, with an increasing recognition of the value of holistic, natural, and alternative approaches to promoting and maintaining health.  Do you align with any of these topics?