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Yoon, Sungeun

Specialist

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Yoon, Sungeun

Orcid ID0000-0001-8769-3185

Specialist

assistant research scientist, Ph.D., citrus economics, UF/IFAS Food and Resource Economics Department, Gainesville, FL

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Publications

Consumer Perceptions and Preferences toward Florida Orange Juice

Yan Heng, Lisa House, and Sungeun Yoon

Faced with reduced domestic supply, competition from imports, and high production costs, the Florida citrus industry and Florida growers need to understand how consumers perceive Florida-produced orange juice and whether they value it more than OJ produced elsewhere. We conducted a national survey to understand consumers' perceptions and confirmed that consumers have a superior perception of Florida OJ, which could lead to higher rates of willingness-to-buy and willingness-to-pay.

thumbnail for publication: Inflation in Orange Juice Prices and Consumer Responses

Inflation in Orange Juice Prices and Consumer Responses

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.