Many consumers still enjoy 100% orange juice as it continues to be the top selling 100% fruit juice in the U.S. – although orange juice consumption is down overall along with orange juice production.
There are several factors that can be attributed to the decline of OJ consumption and production, including:
- A growing number of beverage choices. An increasing number of beverage options from flavored waters to smoothies to cold brew coffees are shrinking shelf-space for long-time, staple beverages and brands.
- Confusion around sugar. Consumers don’t have a clear understanding of the source of sugar in 100% orange juice. There are no added sugars, no added fructose, and no added sweeteners in 100% orange juice. The sweetness of orange juice simply comes from natural sugars that develop in the orange as it grows on the tree.
- Reduced OJ production. Citrus greening bacteria affects the health of the tree resulting in reduced fruit size and quality over time, and severe weather are contributing factors to a lower citrus crop of 70 million boxes* – down from 81.6 million in the previous harvest season. However, this forecast is higher than initial industry estimates and represents improving industry stability.
- Increasing price of OJ. As demand for 100% orange juice outpaces supply and with growers paying more to care for their trees due to citrus greening, the price of 100% orange juice has increased.
*Beginning of 2016-2017 harvest season versus the end of the 2015-2016 harvest season
Find more information in our oj and a healthy lifestyle infographic available here.