Coffee: The Generation Gap

Young adults drink less coffee than their parents, and they tend to drink it on the go. It's a bitter change for Folgers and Maxwell House

Adam Howitt, a 33-year-old British entrepreneur, pecks away on a laptop in the corner of a downtown Chicago Starbucks. He's sipping a tall Sumatra blend, black. He'll drink almost anything when he's out and about, he says, including 7-Eleven's brew. When it comes to coffee at home, he grinds his own Starbucks (SBUX) beans. But he won't go near supermarket brands such as Folgers or Maxwell House (KFT). "There's just no taste comparison between cans and beans," he says. "Cans are just bad."

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