The degree of social and cultural influences on the coffee industry will vary from country to country. Take Australia for an example ‘Australia’s strong coffee drinking culture has heavily influenced growth in specialist coffee shops, especially among the younger generation. Coffee drinking has become an integral part of the modern lifestyle in Australia and specialist coffee shops have become more than just a place for coffee.‘Hot drinks in Australia continued to grow with total volume growth of over 3%. On-trade volume sales posted stronger growth than off-trade volume sales in 2007 due to the rising number of on-trade specialist coffee shops and other cafés/bars in Australia. The 2007 result was driven mainly by coffee, where the trend toward fresh coffee continued.’(Hot Drinks n.d)The trend of coffee consumptions continues to change in both direction good and bad. The good side is people tend to have healthier lifestyles to replace alcohol noted by Mclver (n d.) recent health studies have shown that the drink can also benefit the heart, fight cancer, diabetes and Parkinson’s and it might also improve your sex life. Coffee tends to acts as a social catalyst and has moved into category of affordable luxuries.’ (Martin 2005). However on the other hand the problem that Gloria Jeans faces in the modern world is the rise of obesity among people around the world. It is important for Gloria Jeans to understand this, as it will directly affect them in terms of sales and consumption. The picture below shows the percentage of obesity in each country.