One hundred percent orange juice (OJ) fell from 67% beverage market share in 2022 to 62% in 2024, a Florida Department of Citrus (FDOC) economist told the Florida Citrus Commission recently. The economist, Director of Economic and Market Research Marisa Zansler, added that orange-flavored drinks gained overall share in volume sold during the same period. The FCC is the FDOC’s governing board.
Zansler said orange-flavored drinks may offer greater perceived value than OJ because of their lower prices and larger container sizes. But she emphasized that while price remains a key purchase driver, many consumers still associate OJ with health benefits, taste and immune support.
WHAT’S NEEDED
Zansler emphasized the importance of sustained promotion programs to reinforce the value of 100% OJ and to prevent consumer confusion caused by similar packaging for different drinks.
She concluded that rebuilding a resilient and competitive Florida citrus industry depends on aligning replanting support, market focus and consumer engagement. Stabilizing supply through grove restoration, maintaining a strong Florida presence and defending the 100% juice category are essential to protect grower returns, she said.
PRELIMINARY BUDGET
The FCC also reviewed the FDOC’s proposed preliminary 2025–26 operating budget of $22.842 million. That’s a $1.345 million net increase over the previous fiscal year due to projects funded by increased state general revenue in the proposed legislative budget.
The funding for 2025–26 is composed of:
• $849,000 carryover
• $4.297 million in box assessments for all varieties and imports
• $370,000 in interest/other
• $12.65 million in state general revenue for research and marketing
• $725,000 in general revenue for administrative projects
• $3.951 million from the U.S. Department of Agriculture
On June 30 at 2:00 p.m., the FCC will hold a telephonic meeting to discuss and give consideration to the preliminary operating budget and personnel actions. To access the meeting, dial 1-888-585-9008. When prompted, enter conference code 258577262#. The teleconference will also be accessible in the second-floor conference room at the Florida Department of Citrus, 605 E. Main Street in Bartow.
Source: FDOC
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