Starbucks Faces Slump - Is America Falling Out of Love with Coffee?

Starbucks Faces Slump - Is America Falling Out of Love with Coffee?

Starbucks, the largest coffee chain in the US, is experiencing a dip in sales. This trend might be linked to various non-coffee factors like economic issues and the company's political stances. Historically, Americans drank more coffee, peaking in the 1940s. Innovations like instant coffee and heavy advertising drove consumption back then. However, other beverages, especially carbonated soft drinks, gained popularity post-1950s, leading to a decline in coffee consumption. Recent years have seen a resurgence in coffee culture with upscale shops, but the overall trend shows reduced consumption compared to the past. One reason could be that Americans are working fewer hours now, averaging 1,757 hours per year in 2017 compared to 1,989 in 1950, possibly reducing the need for caffeine.

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