The Florida Department of Citrus (FDOC) global marketing team recently provided an update on consumer trends, dietary guidelines and FDOC marketing programs.
CAUTIOUS CONSUMERS
The team reported that consumer sentiment is stuck at historic lows, producing a cautious and concerned U.S. consumer. That has resulted in what the team called the “uncommitted shopper.” Essentially, shopping began to shift in 2025 to value-seeking, opportunistic behaviors that prioritize budgets and wallets over any specific retailer or brand. Sixty percent of shoppers compare prices across retailers all or most of the time. They shop at an average of 3.2 food stores per month, up 8% from 2024.
This has affected how consumers indulge, creating what the team termed a “little treat culture” where small, affordable treats are favored since big milestones like home ownership or travel seem less attainable. The beverage market is a cornerstone of this little treat culture, presenting an opportunity to position Florida orange juice and Florida citrus as major players in the movement.
Health and wellness also continue to be a primary driver in food and beverage behavior, with 77% of Americans wanting to eat a healthier diet.
The team reported that there is a high prevalence of flu cases in the United States this year. Consumers are aware of that, and orange juice is a good fit for those with a flu-prevention mindset.
FAVORABLE GUIDELINES
The team reported that Florida citrus and orange juice fit within the recently released Dietary Guidelines for Americans (DGA). It stated that fresh citrus fruit aligns with the DGA’s emphasis on whole, minimally processed, nutrient-dense foods. That positioning is reinforced visually, with an orange featured among fruits in the new pyramid, signaling strong endorsement of whole citrus as a foundational fruit choice.
One hundred percent orange juice continues to be recognized as part of the fruit group because it contains no added sugar. The marketing team cited the DGA’s position that naturally occurring sugars in foods and drinks like fruits and plain milk are not considered added sugars. Given that many Americans continue to fall short of fruit intake recommendations, this creates an opportunity to highlight Florida orange juice as a convenient way to help close that gap.
MEETING MARKETING GOALS
The Florida orange juice domestic marketing program is on track to meet its attributed sales goal of $25 million in the near term, the marketing team stated. It also reported positive results for the FDOC’s fresh fruit and gift fruit campaigns.
Source: FDOC
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