As U.S. juice consumption falls, apple juice holds more of the market

Americans consumed 5.4 single-strength-equivalent (SSE) gallons of juice per person in 2017, down 3 percent from 2016 and down 12 percent from five years ago. We have drunk less juice every year since 2013, driven by the decrease in orange juice consumption.

Orange juice still accounts for the largest share of U.S. juice consumption. In 2017, Americans drank 2.5 SSE gallons per person, or almost 46 percent of total juice intake. Five years ago, however, people were drinking over 3 gallons per year, and ten years ago, per capita consumption was around 4 gallons. Orange juice is no longer a given at the breakfast table—in part because breakfast at the breakfast table is no longer a given in our busy lives. Orange juice is also more expensive due to Florida’s production woes. Still, as soon as we feel the sniffles, many of us turn to orange juice for vitamin C and comfort, and last year’s bad flu season helped keep OJ consumption very close to the previous year’s volume.

Dependable, blendable apple juice now accounts for about one-third of U.S. juice consumption. Americans drank 1.8 SSE gallons per person in 2017, down slightly from the previous two years but about the same as five years ago. Grape, cranberry, and pineapple juices were the next largest segments, ranging between 0.2 and 0.3 gallons per person per year. Consumption volumes for these juices have remained very steady since 2010.

U.S. per capita juice consumption

Source: USDA
Posted by: Information Services
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