The success of Keurig Green Mountain(NASDAQ:GMCR) and its K-Cup single-serve coffee makers has actually led to Americans drinking less coffee. Coffee consumption in the U.S. will drop this year by more than 1% -- nearly 300,000 60-kilogram bags of beans according to the latest U.S. Department of Agriculture report on the global coffee market. That makes the United States the only country in the top eight java-consuming nations that will experience a decrease.
You can blame the decline on the ubiquity of Keurig K-Cup machines that, in many homes and offices, have changed coffee consumption from brewing a pot to making single cups on demand.