food prices

Sustaining Citrus in the Face of Rising Food Prices

Daniel CooperEconomics, Florida Citrus Commission, Florida Department of Citrus

food prices
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The Florida Department of Citrus (FDOC) Consumer Orange Juice Tracker shows that consumers are increasingly reporting changes in their food shopping behaviors in response to rising food prices. From 2018 to 2024, the percentage of consumers who reported no change in their shopping behaviors has consistently decreased, dropping from 21% in 2018 to an estimated 18% in 2024. In contrast, those reporting changes in their behaviors increased from 79% in 2018 to 82% in 2024.


FDOC Director of Economic and Market Research Marisa Zansler reported that the significant trend within this change is the growing number of consumers purchasing less food. That percentage increased from 7% in 2018 to 11% in both 2023 and 2024.

Additionally, there is an upward trend in consumers purchasing store brands or economy sizes, which climbed from 22% in 2018 to 29% in 2024, Zansler said. These shifts indicate that as food prices rise, consumers are increasingly adopting cost-saving strategies, including buying less and opting for more affordable alternatives. The top key shopping drivers are price, taste and brands.


Zansler told the Florida Citrus Commission (FCC) on June 12 that emphasis on positive citrus attributes such as health benefits, taste and quality are beneficial to marketing strategies. She added that there are some consumer concerns about citrus, particularly regarding sugar and calorie content.   

The viability of Florida citrus requires fostering demand and ensuring long-term production and infrastructure, Zansler told the FCC.

She said to foster demand, it is crucial to invest in consumer awareness today, as this has a lag effect that strengthens and maintains consumer demand in the future. Enhancing consumer awareness about the quality and benefits of Florida citrus can significantly boost demand, she said. She added that investing in research to understand long-term changes in consumer behavior and perceptions will help maintain positive consumer sentiment.

Ensuring long-term production and infrastructure requires a continued focus on replanting, improving yields and enhancing juice quality to meet market demand, Zansler stated. “Moreover, investing in research and development to improve disease resistance and crop yields is critical for sustaining the industry’s growth and resilience,” she concluded.

Source: FDOC

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