Florida Citrus Commission Chairman Steve Johnson noted that recent media articles have reported that consumers are snacking less.
He said causes behind this trend of snacking less are the costs of food or concerns about finances. Another reason is a growing desire to eat healthier and reduce the consumption of foods with additives and artificial dyes.
Florida Department of Citrus (FDOC) Director of Economic and Market Research Marisa Zansler had this to add about the recent trend: “The most recent IFIC (International Food Information Council) Food and Health Survey report shows that 77% of respondents who were focused on more mindful eating are doing so because they want to be healthier, which goes hand-in-hand with consumers seeking foods free from unnecessary additives or artificial ingredients.”
Since both Florida citrus and Florida orange juice are each made up of just one wholesome and nutrient-packed ingredient with nothing added, Johnson says this presents an opportunity to reach consumers with concerns about additives and artificial ingredients in their food and beverages. “There’s nothing more natural than a food or beverage that comes straight from Mother Nature, and that’s exactly what we produce,” he said.
“Our collaborative research finds that consumers with higher health benefit awareness of 100% orange juice are willing to pay about 6% more, on average, than those with a lower health perception,” said Zansler. “This trend has remained consistent for many years as orange juice continues to be valued for its nutritional benefits.”
One way the FDOC is maximizing on the opportunity presented by these consumer insights is by having a presence at the American Sports and Performance Dietitians Association’s (ASPDA) annual conference this month.
“While there, our team will be connecting with professionals who train with and give nutritional advice to athletes and athletic-minded individuals who we’ve identified as potential buyers falling into our target audience as modern juice consumers,” said Johnson. “We’ll be showing these professionals how Florida orange juice is an ideal companion to an active lifestyle, as well as how to make hydrating, nutritious snacks with Florida orange juice as a core ingredient, like the Sunburst Smoothie recipe on our consumer website.
“At the ASPDA conference, these professionals will be looking for ways to give their clients science-backed recommendations for foods and beverages that will help support their performance goals. By arming them with nutritional facts and resources, we are positioning Florida orange juice to be one of their top choices when looking for a natural, nutrient-packed beverage to support their overall health and wellness.”
Source: Florida Citrus Mutual
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