1. Introduction
Orange juice has been the most consumed fruit juice in the United States. Annual per capita consumption
averaged 4.8 gallons from 1990 to 2008, accounting for nearly 60 percent of total fruit juice consumption
(USDAa). Recently, however, the trend has been a decrease in consumption of orange juice relative to other fruit juices (Figure 1). In 2008, the average per capita availability was 3.3 gallons, a 48 share of total fruit juice availability (USDAa). Though orange juice is still consumed by many people, it is typically an at-home drink. A 2003 study by the United States Department of Agriculture found that over 88 percent of consumers drink orange juice at home and only 2.8 percent consumed juice in restaurants (Pollack, Lin, and Allshouse, 2003). The three major types of orange juice distributed in the United States are: frozen concentrate orange juice (FCOJ); orange juice from concentrate (RECON), and not-from-concentrate orange juice (NFC)