Total U.S. OJ Volume Sales mid-July to mid-August at Pre-2017 Levels
Orange Juice Retail Sales Trends
- OJ-Most Popular Juice Data: 100% Orange Juice continues to be America’s favorite juice and sells more volume than any other fruit juice.
- Nielsen Topline Reports for OJ – 4 week period: Monthly Nielsen Retail Sales Reports of orange juice and grapefruit juice for each 4 week period in the 2020-2021 season.
- Retail Sales Trends Report: An overview and analysis of the Orange Juice Retail Sales Trends for the 4 week period ending November 28, 2020.
- Webinar: Overview of Nielsen OJ Retail Sales for 4 week period ending September 26, 2020 by Dr. Marisa Zansler, FDOC Director of Economic and Market Research and Economist for the Florida Citrus Commission.
Florida Orange Juice Is Making A Comeback
Since 1935, the Florida Department of Citrus (FDOC) has delivered national marketing campaigns touting the nutritional benefits of Florida Orange Juice. Well-known for its vitamin C and immune-supporting benefits, 100% orange juice is increasingly a beverage of choice among consumers today.
Recently, the Florida Citrus Commission directed the Department to build an ecommerce and digital program driving consumers to directly purchase Florida Orange Juice at retail.
Developed and launched prior to the global pandemic, the consumer targeted campaign branded Florida Orange Juice as The Original Wellness Drink and concentrated on lapsed OJ buyers during Cold and Flu season with strong health and wellness messaging.
As consumers shifted their behavior toward online shopping and focused on health and wellness in the early months of 2020, the FDOC ecommerce and digital campaign was already positioned to perform well.
In the Nielsen Retail Sales report, average year-over-year total Orange Juice sales increased 13 percent with over 439 million equivalent gallons sold. The Southern Region of the US has shown the biggest increase in sales, growing 15% during the course of the season compared to the same period last year with over 178 million gallons sold. In the Midwest, Western and Northeast regions, sales were up by 11 percent for the season. And, when specifically looking at sales for the season of Not-From-Concentrate orange juice, where the majority of Florida Oranges are used, there was a 20 percent increase.
100% orange juice continues to be America’s favorite juice and sells more volume than any other fruit juice.
Other Florida Citrus products have also seen growth because of their high vitamin C content. Total grapefruit juice sales were up nearly 6 percent for the season with over 12 million gallons sold. And fresh fruit had a nearly 7 percent increase in total sales while fresh oranges saw a 36% increase.
It’s clear Florida Orange Juice and Florida Citrus are more relevant to our health and well-being than ever before.
In a recent survey conducted by the University of Florida, 29% of consumers stated they purchased more OJ in response to the pandemic. 43% of those consumers indicated it was because 100% OJ supports a healthy immune system. And, of the 10% of consumers that stated they purchased less OJ in response to the pandemic, 20% indicated it was because OJ was out of stock.
When most people think of orange juice, they think of Florida. Thanks to the subtropical climate and sandy soil, Florida Citrus growers produce the juiciest and sweetest oranges in the world.
In fact, approximately 80 percent of the oranges grown in Florida go into making premium not-from-concentrate orange juice.
The Florida Orange Juice market is backed by a network of passionate Florida Citrus growers, brilliant researchers and innovative marketers to support sustained growth for tomorrow.
The Florida Department of Citrus’ campaign has seen strong performance so far. Since the program started, the ecommerce campaign alone has driven more than $7.48 million in attributed sales of 100% orange juice with a Return On Ad Spend of $4.41. Continued OJ category growth is expected as this ongoing campaign gains momentum.
Expanding shelf space for Florida Orange Juice, as well as grapefruit juice and fresh citrus, is critical to ensure consumers can continue to access high quality, nutrient-dense beverages and fruit that support a healthy diet at a time when its needed most.
And it’s our mission to carry this momentum forward by reminding Americans why Florida Orange Juice in particular continues to be “The Original Wellness Drink” today, tomorrow and always.
For more information, please contact the Florida Department of Citrus at (863) 537.3999 or [email protected].