"What will happen if the world population stops drinking coffee, reduces consumption? Nothing! They will simply adapt, they will drink tea, water... If coffee prices continue to rise, there will come a time when we will see a disruption in demand. The "consumer's pocket" will speak louder. Coffee will become a product for the upper-middle class. There will be a surplus of coffee, prices will correct, and life will go on! We have seen this adjustment happen countless times with other foods."
I don't believe that it is measurable, the price of coffee and the change in demand. If we were to double in price in the product, the price of a cup of coffee would be only a few cents, imo.
« Back to index