Bev Winkley • Aug 12, 2020

Consumers recognize immunity boosting power of orange juice

Covid-19 has re-shaped the daily lives of people all over the world.  We had to make changes in our routines, our habits and most importantly in the way we protect ourselves from the virus.  One of the best ways to increase the body’s immunity is by adding vitamin C to our diets.  The orange juice industry is seeing a reflection of consumer awareness of this fact, due to huge increases in the sale of orange juice.  

Citrus Industry News reports that consumers’ food and beverage consumption behaviors have been altered during the pandemic.  One of those behaviors includes a return to good, old fashioned orange juice for breakfast.  Retail grocers are seeing a spike in shoppers purchasing orange juice, specifically freshly squeezed orange juice.  The Florida Department of Citrus (FDOC) is also witnessing an increased demand for 100% orange juice and forecast that the demand may continue.  And the USDA headlined “Retail orange juice sales rise during pandemic to highest levels in 5 years.”

The reasons consumers have re-embraced orange juice as  a staple are primarily for the vitamin C immunity boost and the fact that more people are eating breakfast at home.  Grocers that offer a fresh juice option are meeting consumers desire for a nutritional sense of well-being in fighting this quickly spreading virus.  And with more consumers drinking OJ right now, there is an opportunity to attract new customers to the market to bring orange juice back to the breakfast table long after the pandemic has cleared.