Starbucks is struggling. There are a number of factors that may have contributed to the decline in sales, including concerns over the company’s position on Gaza and broader economic issues. Even though there are coffee shops all over the United States, the consumption is not what it was. In the 1940s the average American drank nearly twice as much caffeine.
The data from the US Department of Agriculture shows that coffee consumption has been increasing steadily between 1910 and 1946. Researchers attribute the growth to both advertising and product innovation – instant coffee was introduced to the market in 38, and distributed to US soldiers throughout the Second World War. Government economists attribute the decline in coffee consumption to other drinks. Carbonated soft drinks became more popular after 1950, while coffee consumption declined. has started to slow down in recent decades. The coffee industry, on the other hand, is touting its growth during an era with upscale shops. A trade association claimed in an press release that the number of US adult consumers who had a coffee within the last day was up 37% from 2004.
We may also need less coffee. In 1950, US workers worked an average of 1,989 hours per year. This has decreased to 1,757 in 2017. When there is less work and more sleep, caffeine isn’t as important.
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