European’s are feeling the pressure of the bad economy. Due to unemployment, wage cuts and an increase in taxes, many Europeans are cutting expenses, including coffee. They are cutting down their trips to the local coffee shop and also buying cheaper beans to make coffee at home.
“Since the beginning of the year most of our regulars cut their coffees from around four to two a day,” said Luigi Cinquini, owner of a café in the center of Milan. “Sometimes, instead of getting a cappuccino or other types of more expensive coffees, they just have an espresso. This is the effect of the crisis.”
Europeans still consume the most coffee per capita in the world. However, due the the down economy, they are seeking out cheaper roasts. The once coveted arabica coffee is being traded in for robusta, which is a cheaper option.