Jugo de naranja y de otras frutas

Yan Heng, Marisa Zansler, and Lisa House

Yan Heng, Ronald W. Ward, and Lisa A. House

Sungeun Yoon, Marisa Zansler, yLisa House

This study analyzes consumer responses to price changes in 100% orange juice during the 2022/23–2023/24 seasons. Using Nielsen sales data and a demand model, we estimate price elasticities for Not from Concentrate (NFC) and Reconstituted (Recon) juices. Both types showed elastic demand, with Recon being more price-sensitive. Cross-price elasticity estimates indicate that NFC and Recon are substitutes, but with asymmetric substitution: consumers are more likely to switch to Recon when NFC prices rise than vice versa. As the price gap between the two narrowed, consumers increasingly favored NFC over Recon. These findings highlight the importance of pricing in shaping demand and substitution behavior.

Sungeun Yoon, Marisa Zansler, and Lisa House

This publication examines the recent inflation in orange juice prices and consumer responses using Nielsen scanner and orange juice tracker datasets. Orange juice prices experienced high inflation, peaking at 14.1% in January 2023, leading to decreased sales in both volume and dollars. Consumers are aware of the ongoing inflation in orange juice prices and reduced their orange juice purchases in quantity and frequency instead of discontinuing consumption altogether. Despite the significant barrier of high prices, the proportions of active orange juice consumers and those with a positive perception of orange juice remained steady and strong. Marketing efforts emphasizing the health benefits of orange juice continue to be crucial to sustaining consumer perception and demand.