Marisa Zansler, Florida Department of Citrus (FDOC) director of economic and market research, reported on citrus economic issues at the June Florida Citrus Commission meeting. Her report included consumer perceptions and intentions.
ORANGE JUICE
Zansler’s reported findings regarding orange juice (OJ) included:
- Positive perceptions of OJ were on the rise in 2026, with 62% of people surveyed agreeing with the collective positive attributes of OJ. Those positive attributes included immunity and hydration support, great taste, vitamins and minerals.
- Research shows that those who agree with the positive perceptions of 100% OJ and rate it highly are more likely to purchase it.
- The leading drivers of OJ demand are taste, price, health/wellness and brand.
- While price is a leading barrier to purchase, it can also serve as a demand driver for consumers who purchase OJ for its value.
- Recent data indicates that purchase intentions have increased so far in 2026 with 70% of respondents indicating they would purchase OJ on their next shopping trip, up from 67% the previous year. Furthermore, 67% said they would recommend 100% OJ to a family member, friend or neighbor, up from 63% the year before.
- Consumers who recognize Florida in advertisements, promotions or on container labels have a willingness to pay about 11% more for 100% OJ compared to those who did not.
FRESH FRUIT
Zansler shared the following findings regarding fresh Florida citrus:
- Florida fresh citrus utilization is reaching buyers primarily through the domestic market, with Southern and Northeast regions being top destinations. Canada continues to be a critical export market.
- Consumers seek out freshness (90%), juiciness (89%), sweetness (88%), good value (87%) and health attributes (82%) as the most important factors when purchasing oranges.
- Florida is the most commonly recognized origin for citrus fruit production among consumers, followed by California, then Texas.
- Florida brand equity remains strong, suggesting awareness campaigns are poised to drive purchase intent and a higher willingness to pay.
- While demand is stable, it is also somewhat fragile. Currently, lower crop volumes impede shelf-space opportunities in the short run.
Source: FDOC
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