Great Article

[avsmusic1]

http://www.marketwatch.com/story/americas-coffee-cup-is-half-full-2013-02-20

Enjoy!

 

[StillShaving]

Interesting article. I found this statistic surprising. That these are in 10% of households already!:

“Right now, 12 million out of 118 million U.S. households have a Keurig machine,” says David Sachs, vice president of brand management and innovation at Green Mountain.

The marketwatch article referenced an older study on U.S. coffee consumption, 1946-76. I haven't read it start to finish (it is difficult to ready through their viewer) but a couple of interesting statements:

Total coffee consumption in the US has remained virtually unchanged since WWII, despite an expanding population, a growing economy, and rising real income. Per capita consumption of regular coffee has declined by about 40 percent since 1946 - from 26.9 pounds (green bean equivalent) to 16.2 pounds in 1975.

Which is even higher than today based on the diagram in the marketwatch article:

It goes on to introduce or Robusta being a factor in coffee drinking decline, after positing that coffee is not substitute item:

Based on these shifts, coffee would appear to be an "inferior" item - that is one whose consumption falls as income rises. But even though there is admittedly little room for increased consumption of a traditional item such as coffee as additional income is spent on more luxurious items, this beverage is not generally looked upon as a "cheap" drink that becomes unacceptable to richer tastes.

And if the consumption data in the article is correct, Instant Coffee was not introduced until the early 1950's.

 

[gearchow]

I'd like to see a graph of soda pop usage that we can overlay the coffee usage one.

-jim