According to the National Coffee Association, between 2008 and 2016, the share of 18-24-year-olds who said they had bought a gourmet coffee beverage the day before rose to 36% from 13%.
This may account for a Starbucks project to launch high-end coffee shops that would charge as much as $12 for a 12 ounce cup of coffee.
It may also be a contributing factor in the widely recognized deplorable national savings rate.
All comments and suggestions are welcome.
Walter J. Kirchberger, CFA®
