Still hitting Starbucks every day on your way to work? You’re in the minority. A recent survey found 60% of Americans buying less gourmet coffee as the economy has soured, reports Advertising Age. Starbucks’ loss has been Dunkin’ Donuts’ gain, allowing the company to expand into new markets as it makes a play for cash-strapped java drinkers.
“There’s definitely some trade-down going on; how much of that is happening is a guess at this point,” a Dunkin’ exec said. The online survey found consumers across all income brackets have cut back on buying expensive coffee. But that doesn’t mean they’ve cut back on their coffee consumption; many have turned to—gasp!—brewing their own joe at home.