World Perspectives

Consumers Switch Off OJ

As noted in yesterday’s piece on the broader dynamics of citrus and global trade, U.S. production faces several different headwinds. One that is particularly hurting the state of Florida is the decline in the consumption of orange juice. U.S. consumers are drinking 32 percent less orange juice today than they did a decade ago. There was a brief uptick last year as COVID struck and there was the perception that vitamin C could be a prophylactic against the virus. However, the decline has resumed in 2021. The desire to reduce consumption of unnecessary sugar and instead drink lower calorie beverages has hurt the industry. That led to this week’s announcement by PepsiCo that it is selling most of its investment in juices to a priv...

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