Canadian coffee floggers said this country is still in love with its java fix.

"We don't see what is happening in the U.S. as having any impact on what is happening in Canada," said one coffee executive who did not want to be named in this story.

Canadians are drinking marginally more coffee per person in the past few years.

As well, Canadian coffee imports in 2007 grew to 4.2 million bags (a 60-lb measurement commonly used within the trade), a 27 per cent hike from 2003.

Still, Canadian coffee executives said the struggle for every customer is fierce.

"We are facing challenging conditions in terms of the economy and rising energy costs," said Ryan Brown, vice-president of marketing at Second Cup Ltd., a large Canadian coffeehouse chain.

That fight has led companies to expand their offerings beyond coffee to attract customers.

Second Cup, for example, has introduced zero per cent fat fruit drinks to give coffee-weary imbibers an alternative choice, Brown said.

And that is not all.

Wifi hot spots for computer users, chain-only CDs and discount club cards are standard fare for coffee outlets these days.

All these additions, however, might not be enough to turn the fortunes of the café part of the coffee sector.

Gerard Geoffrion, chief executive officer of Montreal's Van Houtte Group Inc., said Canadians are cutting back on the trips to the local coffee shop and, instead, want to grab a better-tasting brew at home.

"Coffee demand has been flat for a few years," he said. "What we are seeing is a shift. Some people will cut back on the $5 latte at Starbucks. Now, they will be … [drinking] one more coffee at the office or at home."

Van Houtte gets much of its business selling coffee to grocery stores.

Approximately two-thirds of coffee in Canada is consumed at home, with another 20 per cent at the office and the final portion at stand-alone cafés, according to Geoffrion.

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Canadian Coffee Consumption
...............................................2005.....2006......2007
Litres per person.................. 101.9.....100.9.....103.6
Source: Statistics Canada