Americans' new tariff coffee math means ditching the Starbucks, McDonald's and Dunkin' runs | Fortune
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Americans' new tariff coffee math means ditching the Starbucks, McDonald's and Dunkin' runs | Fortune
"Coffee has been a morning ritual for Chandra Donelson since she was old enough to drink it. But, dismayed by rising prices, the 35-year-old from Washington, D.C., did the unthinkable: She gave it up. "I did that daily for years. I loved it. That was just my routine," she says. "And now it's not." Years of steadily climbing coffee prices have some in this country of coffee lovers upending their habits by nixing café visits, switching to cheaper brews or foregoing it altogether."
"Coffee prices in the U.S. were up 18.3% in January from a year ago, according to the latest Consumer Price Index released on Friday. Over five years, the government reported, coffee prices rose 47%. That extraordinary rise has brought some to take extraordinary measures. "Before, I thought, 'There's no way I could make it through my day without coffee,'" says Liz Sweeney, 50, of Boise, Idaho, a former "coffee addict" who has cut her consumption. "Now my car's not on automatic pilot.""
Rising coffee prices have altered morning routines across the United States. Many consumers are cutting café visits, choosing cheaper home brews or stopping coffee consumption entirely. Coffee prices were up 18.3% in January from a year earlier and rose 47% over five years, according to the Consumer Price Index. Some individuals gave up daily specialty drinks, while others reduced intake and substituted sodas or store-bought coffee. Examples include a Washington, D.C. resident who stopped drinking coffee, a Boise woman who limited herself and drinks Diet Coke for caffeine, and a Minnetonka man who buys Trader Joe's grounds and brings coffee from home.
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