OJ Sales at Pre-2017 Levels

Tacy CalliesOrange Juice, sales

OJ

The Florida Department of Citrus (FDOC) reports that 100 percent Florida orange juice (OJ) sales finished strong for the 2019–20 season.

FOR THE PERIOD
Marisa Zansler, FDOC director of economic and market research, gave an in-depth overview of the final Nielsen OJ Retail Sales Report for the 2019–20 season through the four-week period ending Sept. 26, 2020. She presented a summary report in a webinar on Oct. 13.

The report shows retail sales up 14.8 percent for this period compared to this same period last season. Sales of not-from-concentrate (NFC) OJ increased 20 percent for this period with 19 million gallons sold. Sales of reconstituted frozen concentrate (recon) OJ were up by nearly 6.8 percent.

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FOR THE SEASON
Zansler also provided an overview of citrus sales for the 2019–20 season, beginning Oct. 2019 through Sept. 26, 2020. According to Zansler, U.S. OJ sales for the 2019–20 season are currently at pre-2017 levels.

Despite the nearly 2.8 percent increase in price of NFC OJ, Nielsen reported an almost 14 percent increase for NFC OJ sales, with more than 259 million gallons sold. Additionally, recon sales are up approximately 11 percent with 149 million gallons sold.

“Sales gains for this season are up by approximately 8 million grower boxes,” Zansler says. “To put that in perspective, over the last five or six seasons that we’ve been evaluating the decline in Nielsen sales, we’ve seen that the average decline has been roughly equivalent to two or three million grower boxes.”

Sales have increased for grapefruit juice as well. The total volume movement of grapefruit juice has increased by nearly 6 percent compared to last season.

LOOKING AHEAD
Moving forward, Zansler says demand will depend on the long-term changes in consumer behavior and whether consumers continue considering OJ an essential purchase. Investing in consumer awareness today will help impact future demand.

She said long-term Florida production will depend heavily on replanting and improved yields.

To view the webinar, click here.

Ashley Robinson, AgNet Media communications intern, wrote this article.

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