Orange juice's market share declined from 67% in 2022 to 62% by 2024, according to Florida Department of Citrus (FDOC) economist Marisa Zansler, who recently addressed the Florida Citrus Commission (FCC). During this timeframe, orange-flavored drinks saw an increase in their share of volume sold. Zansler noted that these flavored drinks may be perceived as offering greater value due to lower prices and larger packaging sizes. Despite price being a factor, consumers continue to associate 100% orange juice with health benefits, taste, and immune support.
Zansler highlighted the necessity of ongoing promotional efforts to sustain the value proposition of 100% orange juice and to mitigate confusion caused by the similar packaging of different drinks. She underscored the need for aligning replanting efforts, market strategies, and consumer engagement to rebuild a competitive citrus industry in Florida. Ensuring a stable supply through grove rehabilitation, maintaining a strong presence in the market, and advocating for the 100% juice category are vital to safeguarding grower returns.
The FCC evaluated the FDOC's preliminary budget for the 2025–26 period, which is projected at $22.842 million. This figure represents a $1.345 million increase from the previous year, attributed to projects backed by enhanced state general revenue. The budget essentially comprises a $849,000 carryover, $4.297 million in box assessments for all varieties and imports, $370,000 from interest and other sources, $12.65 million in state general revenue for research and marketing, $725,000 in general revenue for administrative endeavors, and $3.951 million from the U.S. Department of Agriculture.
Source: Citrus Industry
