The second postwar development involved the long-term decline in consumption beginning in the 1960s. Through the 1950s, consumption was essentially flat, with minor fluctuations. From 1962, one can chart a consistent decline. In that year, 74.7 percent of the adult population was calculated to be coffee drinkers; by 1988 only 50 percent drank coffee. Even those who drank coffee were drinking less. In 1962, average coffee consumption was 3.12 cups per day; by 1980 it had dipped to 2.02 cups and by 1991 had dropped to 1.75 (Roseberry 1996: 765).