Caffeine powers millions through the day, but for a growing number of people it can trigger unwanted effects, such as jitters, headaches, anxiety and disrupted sleep. As more consumers experience these reactions, they are rethinking not only how much caffeine they consume, but also when they consume it.
Caffeine remains the world’s most widely consumed stimulant and is found in coffee, tea, chocolate, energy drinks and even certain medications. Yet individuals respond to it very differently. Caffeine sensitivity is also different from a caffeine allergy, which is rare and involves an immune system reaction rather than difficulty tolerating caffeine’s stimulant effects.
About 40% of people are fast metabolisers, meaning they break caffeine down quickly and it doesn’t stay in their system for long. Around 50% are intermediate metabolisers, sitting somewhere in the middle in terms of both how strongly and how long they feel its effects. The remaining 10% are slow metabolisers, which means caffeine stays in their system longer and even small amounts can lead to stronger or more prolonged effects, such as jitteriness, rapid breathing, nausea and/or insomnia.
Because caffeine affects the central nervous system, its impact can vary significantly from person to person, influencing both physical and psychological well-being.
Some women may also become more sensitive to caffeine during perimenopause and menopause due to hormonal changes affecting sleep and caffeine metabolism. Research published by Mayo Clinic linked caffeine intake to more bothersome menopausal symptoms, including hot flashes and night sweats.
Caffeine sensitivity may also increase with age due to slower metabolism, changes in sleep patterns and other age-related physiological changes.
The impact of caffeine on sleep
Against this backdrop, more attention is being paid to the timing of caffeine consumption, particularly its effect on sleep.
“Caffeine blocks adenosine, a chemical that helps the body wind down for sleep, keeping the brain alert when it should be preparing for rest,” explains Adele du Toit, spokesperson for the South African Rooibos Council (SARC).
She says this growing awareness is influencing consumer behaviour, with many people choosing to enjoy caffeinated beverages earlier in the day and switching to caffeine-free alternatives later in the afternoon and evening.
A shift toward evening wellness rituals
Global beverage trend data reflects this shift, with research from Euromonitor International and Mintel showing growth in herbal and caffeine-free tea categories, driven partly by consumer interest in relaxation and better sleep.
“People often underestimate how much caffeine they’re consuming, because it’s hidden in so many products,” du Toit adds. “By becoming more aware of these sources, it becomes easier to make small, practical changes – like switching to caffeine-free beverages later in the day.”
Health authorities generally consider up to 400 mg of caffeine per day safe for most adults, but individual tolerance varies significantly. For those with heightened sensitivity, even small amounts may disrupt sleep or trigger discomfort.
Balance rather than elimination
The concept of an “evening tea ritual” is gaining traction as part of a broader wellness movement focused on sleep health and mindful consumption. Naturally caffeine-free options like Rooibos are increasingly being used to replace late-day stimulants, helping to create a clearer boundary between daytime productivity and evening relaxation.
Beyond being caffeine-free, Rooibos has also attracted growing interest for its potential calming and stress-support benefits. As part of an evening routine, many consumers turn to Rooibos as a comforting way to unwind. Emerging research has explored Rooibos’ possible role in supporting the body’s stress response, with findings suggesting that certain compounds may help regulate cortisol, a hormone linked to stress. While individual experiences vary, some consumers also report better sleep quality when incorporating Rooibos into their evening rituals, making it an increasingly popular choice for those seeking a more restful transition into the night.
This aligns with a broader trend underscoring the importance of quality sleep for both physical and mental health. Poor sleep has been linked to reduced cognitive performance, increased stress levels and a range of long-term health risks. As a result, reducing caffeine intake – particularly in the hours before bedtime – is increasingly seen as a practical way to support better sleep.
Du Toit believes the shift reflects a deeper change in consumer behaviour.
“It’s not about avoiding caffeine entirely or comparing beverages. It’s about balance – enjoying your morning coffee or tea and then making a conscious choice to wind down in the afternoon and evening with a herbal infusion.
“As more people become aware of how their bodies respond to caffeine, we’re seeing a clear move toward more intentional, health-conscious daily rituals.”
ENDS
Issued by Meropa Communications on behalf of the SA Rooibos Council. For further information, please contact Brigitte Taim from Meropa on 082 410 8960 or email: brigittet@meropa.co.za
Brigitte Taim
Soweto Sunrise News
