An examination of trends in U.S. orange and grapefruit juice consumption

The average U.S. consumer has been drinking less orange and less grapefruit juice over time. Per capita consumption is down more than 50% since the mid‐2000s. In this study, we propose and estimate a count data model. The number of times an adult consumes 100% orange or 100% grapefruit juice over a 2‐day period is modeled as a function of income, product prices, and some characteristics of the consumer such as level of education, being on a diet, and taking nutrient supplements that proxy for health concerns and nutrition knowledge. Data used in the study were collected between January 2005 and March 2020 on over 30,000 adult consumers. Tests for overdispersion favor a negative binomial model instead of the more restrictive Poison regression model. Estimation results confirm that rising juice product prices and concern over product healthfulness have been contributing to long run trends in orange and grapefruit juice consumption. Prices for these citrus juices have increased in recent years due in part to the citrus greening disease and hazardous weather in Florida. Trends in orange and grapefruit juice consumption can impact consumer diet quality, fruit growers, and agribusiness firms responsible for transforming raw fruit into juice and juice products. [EconLit Citations: D12, Q13].