You wouldn’t know it from the crowd at your local Starbucks (SBUX), but coffee consumption in this country has been declining. According to a survey by the National Coffee Association, 59 percent of respondents drank at least one daily cup of java last year, down from 61 percent in 2014’s study and 63 percent in 2013.
Meanwhile, the average number of cups consumed a day fell to 1.85, an 8 percent drop from the 2014 level and the lowest figure since 2010.
Coffee isn’t only part of our business and social culture, it’s considered a big part of the day-to-day routine for many Americans. Why, then, are those numbers falling?