A video being developed for the Florida Department of Citrus (FDOC) aims to educate retail buyers about the rise in demand for 100 percent orange juice (OJ) during the COVID-19 pandemic. According to FDOC Executive Director Shannon Shepp, the video will encourage buyers to take another look at the space allocation for OJ and all other Florida citrus products.
The video will also highlight the investment made by Florida citrus growers in the current e-commerce campaign to drive sales of 100 percent OJ. That investment will serve as an example of the commitment the Florida citrus industry has to supporting retail sales and maintaining momentum.
Shepp stated there was 12 percent growth in year-over-year sales of 100 percent OJ during the four-week period ending Oct. 31. In a recent consumer tracking survey, 29 percent of consumers stated they purchased more OJ in response to the pandemic, she added. Of those consumers, 43 percent indicated it was because 100 percent OJ supports a healthy immune system.
“Yet, there continues to be significant reductions in the number of 100 percent OJ options at the grocery store — a growing concern as some consumers who want to purchase orange juice are unable to find it on the shelves,” Shepp stated. “Of the 10 percent of consumers surveyed that said they purchased less OJ in response to the pandemic, one-fifth of them indicated it was because OJ was out of stock.”
“It is important that we support grocery store category managers with the story of increased demand and demonstrate how having Florida orange juice available to their shoppers contributes to their bottom line,” Shepp added.
Shepp reported that since July, the FDOC’s 2020-21 e-commerce campaign has delivered more than 136 million impressions and $3.7 million in attributed sales of 100 percent OJ.
“Technology allows us to provide timely information to potential interested retailers for consideration at a time that is convenient to them,” Shepp stated. “The video is a way to share these valuable insights from the global marketing and economic and market research teams with grocery store category managers in a cost- and time-effective manner. It also gives the managers direct access to more research by providing a designated web link specifically for them.”
See a report on the impact of COVID-19 on orange juice.
Source: Florida Department of Citrus
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