Determinants of US household expenditures on fortified fruit juice

Fortified fruit juice represents a growing segment in the otherwise contracting juice industry. Health concerns and changing food policy have driven US consumers to demand fruit juice fortified with micronutrients. Fruit-juice manufacturers have responded by expanding their portfolio to include juice products fortified with vitamins and minerals. This study is the first to analyze determinants of US household expenditures on fortified fruit juice. Collectively, results indicate fruit-juice fortification is a viable strategy for improving public health among demographic subgroups that are disproportionately vulnerable or at-risk for nutrient deficiencies. Findings suggest that fruit-juice manufacturers’ fortification efforts are improving the nutritional intake of toddlers and children but are less effective at reaching other demographic subgroups (rural and minority-headed households) with high nutrient-deficiency incidence. Manufacturers should consider employing targeted marketing and outreach efforts to maximize improvement in dietary quality among fruit-juice consumers.