With the 2024-25 harvest season nearing its end, preparations for next year’s crop are underway. The Florida Citrus Commission (FCC) and the Florida Department of Citrus (FDOC) continue their efforts to promote Florida Orange Juice. These organizations focus on market trends to keep Florida Citrus products prominent among American consumers.
A recent trend in consumer behavior is gaining attention: people are snacking less. Factors influencing this include food costs, financial concerns, and a desire for healthier eating habits, particularly avoiding foods with additives and artificial dyes.
Dr. Marisa Zansler, FDOC Director of Economic and Market Research, commented on this shift: “The most recent IFIC 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.”
Florida Orange Juice is positioned as a natural option in response to these consumer preferences since it contains only one ingredient without additives. Dr. Zansler noted, “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.”
To capitalize on these insights, the FDOC will participate in the American Sports and Performance Dietitians Association’s annual conference. There they aim to connect with professionals advising athletes and health-conscious individuals about nutrition.
The goal is to showcase how Florida Orange Juice complements an active lifestyle and can be used in nutritious snacks like the Sunburst Smoothie featured on their website.
Steve Johnson serves as Chairman of the FCC overseeing the FDOC’s activities. He owns Johnson Harvesting, Inc., based in Wauchula, FL.
