Measuring OJ Marketing Success

Ernie NeffFlorida Department of Citrus

OJ

For years, the Florida Department of Citrus (FDOC) measured the success of its orange juice (OJ) marketing programs by comparing year-over-year data, Florida Citrus Commission Chairman Steve Johnson stated in a recent message to growers. The Citrus Commission is the governing board for the FDOC.

“Then the (COVID-19) pandemic stopped everyone in their tracks,” Johnson stated. “Suddenly consumers were turning to 100% orange juice with renewed fervor.” But now, Johnson added, “Consumers are no longer stockpiling food for fear of lockdowns or scarcity. The sales increases experienced in those early days were not only unsustainable but unlikely to be repeated again. To compare today’s sales to those of last year would lose sight of the actual momentum gained over the course of a year. So, instead, we’re looking at the big picture provided by a 3-year comparison report with figures from 2019, 2020 and 2021 for a true sense of the momentum we have achieved.”

Johnson reported that for the 4-week period ending March 20, average sales of total OJ are up by 3.38% compared to 2019 values. He said not-from-concentrate (NFC) OJ is “a driving force” in that increase. NFC sales are up 6.52% compared to 2019, while average sales of reconstituted OJ are down by 2.7%.

“Looking at the 2020-21 season as a whole, which began in October, sales continue to be up 5% over 2019-20,” Johnson added. “This is due to the inclusion of pandemic months within the time period. The current season is up 7.77% when compared to 2018-19 values.” He noted that NFC sales are up 8.6% and reconstituted sales are down by 1.5%.

“While we continue to have momentum that is carrying us above 2019 sales levels, it won’t stay that way without effort on our part,” Johnson wrote. “The need for further investment in marketing activities to keep Florida OJ top of mind is critical as consumers return to their pre-pandemic routines … The department is planning for that and more as they look ahead to the next year.”

Source: Florida Department of Citrus

 

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