It seems that Americans are turning to orange juice for increased Vitamin C as they struggle with the worst cold and flu season the US has known for years.
Sales have increased year on year, for the first time in two years. During the four weeks that ended January 19th sales rose 5.5% by volume and 7.4% by revenue. Unusually for orange juice, which traditionally sees decline in sales matching increases in price, there were more purchases despite a 1.8% rise in cost.
It is speculated that a rise in cold and flu cases is behind the increased sales, with people looking to the restorative effects of Vitamin C, commonly associated with citrus.
The increased purchasing of orange juice seems to be particularly related to the older generations, who are more vulnerable to cold viruses. The elderly account for over 20% of total orange juice sales.
