FLORIDA CITRUS: THE TASTE CONSUMERS ARE LOOKING FOR IN THE PRODUCE AISLES

FLORIDA ORANGES AND GRAPEFRUITS ARE IN PEAK SEASON, with a priority that benefits retailers as much as producers: driving more fruit through the fresh market at prices that reflect production realities, and premium quality that consumers are willing to pay (WTP).

New research reinforces what Florida growers have long known. Strong consumer affinity for origin and flavor, combined with Florida’s subtropical climate and sandy soils that produce high-sugar, high-juice fruit, creates meaningful differentiation for Florida Citrus at retail – advantages that imports and fruit from other U.S. growing regions cannot easily replicate.¹

“For retailers, the implication is clear. Florida Citrus performs best when ‘Florida’ origin labels are showcased to consumers and are merchandised as a defining attribute,” says Shannon Shepp, Executive Director, Florida Department of Citrus (FDOC), headquartered in Bartow, FL.

Florida Oranges are known for exceptional juice content and bright flavor, and Florida Citrus delivers high juice content and a balanced sweet–tart flavor, made possible by Florida’s perfect citrus growing conditions. The skin of Florida Oranges and Grapefruit is also thinner than in other regions, contributing to higher juice yield and consistent eating quality.

Origin remains a powerful selling point for citrus. In a December 2025 FDOC shopper survey of more than 1,000 decision-makers in southern, eastern, and midwestern states, two-thirds (66%) say Florida is the state where the best-tasting oranges and grapefruit are grown. More than three-fourths (80%) recognize Florida Citrus branding, and frequent orange buyers pay close attention to where fruit is grown.² Prominent packaging cues like Florida Citrus logos on bagged fruit, shelf signage, and messaging highlighting Florida origin help turn awareness into sales.

Nearly two-thirds of core orange purchasers say origin adds value, with many WTP 30 cents per pound more for Florida-grown fruit. Shoppers show less resistance to citrus pricing than to pricing in other categories. In December 2025, food prices increased 3.1%, according to the Bureau of Labor Statistics. Food-at-home prices rose 2.4%, while fresh citrus increased just 0.8%. Volume has largely held even as prices firmed, under-scoring the importance of protecting prices through positioning rather than frequent promotions that compress margins.³

Consumers’ health awareness can further strengthen WTP. Nearly half (43%) of citrus users say they are eating more citrus, citing immune benefits (50%), nutrition attributes (40%), eating healthier (40%), and weight loss (30%).4 Florida Oranges and Grapefruit are rich in vitamin C, with one medium orange providing about 70% of the daily recommended value and half a grapefruit about 50%. Both fruits also have thiamine, fiber, potassium, and folate.

Merchandising also matters. One-third of fruit intake in the U.S. is in juice form, whether packaged or home-juiced.5 Cross-merchandising fresh citrus with juicers, smoothie ingredients, or wellness displays reinforces everyday use and keeps fruit moving through the produce aisle.

For growers and retailers alike, the takeaway is straightforward: emphasizing Florida origin, quality, and health benefits, and merchandising Florida as a destination drives fresh movement.

Looking to promote or carry Florida Citrus in stores? Contact the FDOC to discuss elevating Florida Citrus in your produce aisles today: findflori-dacitrus@citrus.myflorida.com.

CITATIONS:
1 Florida Fresh Citrus Fruit: Prospects for the 25-26 Season and beyond. January 29, 2026. FDOC.
2 FDOC Padilla Shopper Survey, December 2025. Peeling Open U.S. Fruit Consumption Trends. Economic Research Service.
3 Consumer Price Index Survey, released February 13, 2026. www.bls.gov/news.release/cpi.nr0.htm
4 Consumer Perspectives on Florida Citrus, U.S., 2024-25, University of Florida, Agricultural Market Research Center.
5 Squeezing Fact from Fiction, ScienceDirect; Socioeconomic Gradient in Consumption of Whole Fruit and 100% Fruit Juice, Nutrition Journal. FDOC OJ Tracker, UF Florida Agricultural Market Research Center Circana, SIPS Changing Consumer Beverage Preferences.