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Grown Ups and Coffee

Grown Ups and Coffee

By 1988 only 50 percent of the adult American population drank coffee. In 1962, average coffee consumption was 3.12 cups per day; by 1991 had dropped to 1.75 cups per day.

At the onset of the 1980s, coffee growers and retailers realized that the current 20-29-year-old generation had little interest in coffee, which they associated with their parents and grandparents.

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Coffees offer us a way to look at our relationship to the larger world and see that sometimes our choices are not really our own.

We have been taught to look for a boost in productivity from this drink. Caffeine makes us feel alert and attentive. It helps us get through those non-optimal periods for productivity when we compelled to be productive anyway.

The consumer needed to be made more aware of what made coffee worth the price. So there needed to be a type of coffee to appeal to every person: Coffee for the aficionados, the penny-counters, those on-the-go, and the senior community who were already strong supporters. Coffee was meant to permea...

For the coffee industry to survive, it needed a new marketing strategy. The consumer was changing and coffee-players needed to pay attention.

Morning commuters seem to fall into one of two categories:

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