Edinburgh, Scotland—Coffee-lovers rejoice! There is seemingly an abundance of contradicting information up for grabs about the adverse effects or lack thereof of coffee. Researchers from the University of Edinburgh and the University of Southampton, U.K. analyzed data from 26 studies, inclusive of 2 million participants and unveiled some information you may find interesting.

Scientists investigated the link between the incidence rate of hepatocellular carcinoma, which is the second leading cause of cancer mortality worldwide, and the amount of coffee consumed. Their findings unveiled that the risk of developing one of the most common types of liver cancers was significantly reduced, earning coffee the title of a “wonder natural medicine”… in moderation, that is.

“The researchers found hepatocellular carcinoma affected 50 out of every 1,000 people. However, of the people who said they drank coffee regularly, this was reduced to 33 people in every 1,000—representing a 34 percent drop.”

One cup per day led to a 20 percent reduced risk of incidence, two cups decreased the risk to 35 percent and for those of you who have your cup on automatic refill – five cups – lowered the risk by 50 percent!

For those who experience adverse, bouncing-off-the-walls effects from excessive caffeine (somewhat descriptive of me), the study revealed that decaf coffee also produced beneficial results, reducing the risk of onset by 14 percent.

This doesn’t serve as a call to action to fill your mug five times a day as there is no clear causation in the study, however the results unveil an interesting correlation that can be explored in further studies. This study capitalizes on the previously uncovered theories that coffee intake can offer additional health benefits.

Why This Matters—

Additionally, these findings serve as another proof point into one of the trends we’re following this year called, ‘Treat Myself.’ This trend delves into consumers looking for alternate ways to help live healthier lives AND lowering the need to pay for essential healthcare needs by leveraging a DIY approach to healthcare. As consumers continue to learn about the health benefits of a common household morning (early afternoon, afternoon, post-dinner) staple (enter: coffee), it will be interesting to see how brands may tie back to such findings to help increase awareness to their products. However, as many brands in the past have embellished (superfluously), there needs to be a clear causation between drinking coffee and curing cancer. A path I’m sure many will try and lead.

Hungry for other trends? Be sure to check out our 2017 Trend Reports.

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