MILLENNIALS AND ORANGE JUICE CONSUMPTION Yan Heng, PhD and Lisa House, PhD Presented to the International Citrus Beverage Conference Florida Agricultural Market Research Center Food and Resource Economics Department
Background Millennials (age 22-37) are estimated to have the most spending power of any generation, with about $200 billion buying power annually. Millennials have become major shoppers in the food and beverage markets and influence other generations and trends.
Background The orange juice industry has been experiencing challenges from both the supply and demand side. Studying Millennials and their 100% OJ consumption is important not only for enhancing current demand, but also for identifying the potential when supply is restored in the future.
Objective For the citrus beverage industry, it is important to connect and communicate with Millennials effectively. To do so, we need to understand Millennials preferences and behaviors And factors driving their OJ purchase
Consumer Tracker Since July 2016, the Florida Agricultural Market Research Center (FAMRC) has developed and managed a monthly consumer tracker. For each month, a representative sample of approximately 500 respondents is collected, targeting primary shoppers ages 18+. As of June 2018, the database has collected over 12,000 household data points, of which 31% are millennials.
Demographics Behavior Perceptions Consumer Tracker Age Education Gender Marital status Household size Health status Other Eat breakfast Social media usage Awareness of advertising and promotion Other Positive perception Negative perception OJ is without added sugar
Demographics Gender: 65.3% female Education: 64.6% college graduate Race: 87.0% White 55+ 37% Age 18-35 29% $100K+ 25% Income <$50K 31% Residency West 21% Northeast 22% 45-55 18% 35-45 16% $75K- 99K 19% $50K- 75K 25% South 34% Midwest 23%
Demographics 6 5 4 3 2 1 Household size (# of persons) 0% 10% 20% 30% 40% 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Health Concerns Yourself and Family Members 44.5% high blood pressure 31.6% 42.5% 30.3% 32.7% diabetes cholesterol allergies obesity
Breakfast Behavior BREAKFAST FREQUENCY (AT LEAST 15 DAYS PER MONTH) No 27% Yes 73% Please indicate how many days you had breakfast in the past 30 days.
Promotion and Advertising AWARENESS OF PROMOTION AND ADVERTISING Yes 28% No 72% During the past 30 days, do you recall hearing or seeing any mention of promotion or advertisement for 100% OJ?
Millennials vs. Overall Population
Social Media 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 88% 79% 50% 70% Social Media Use All Millennials 44% 44% 30% 32% 32% 60% 12% 2% Facebook You Tube Twitter Pinterest Instagram I don't use social media Which of the following social media sites have you used in the past 30 days? (Select all that apply)
Life Styles and Habits I switched from drinking fruit juice to consuming fresh fruit I believe that organic foods are more nutritious than conventional foods I exercise at least 3 times a week I seek out organic foods 3.61 4.52 4.03 4.85 4.18 4.96 4.54 4.39 I try to count the number of calories I eat each day 3.38 3.97 I actively seek out information about nutrition / diet I try to eat a healthy breakfast every day 4.52 4.99 5.13 4.94 0.00 1.00 2.00 3.00 4.00 5.00 6.00 Millennials Tell us how much you agree or disagree with the following statements. (Scale: 1 means Strongly Disagree and 7 means Strongly Agree) All
Market Penetration 80% 70% 60% 50% 40% 45% 48% Market Penetration for Beverages 72% 66% 63% 42% 59% 53% 52% 30% 27% 20% 10% 0% 100% Orange Juice 100% Apple Juice White milk Soft drinks Bottled water (not flavored) All Millennials
OJ Purchase Frequency 40% 35% 33% 38% 30% 25% 20% 15% 10% 13% 9% 27% 24% 9% 10% 18% 12% All Millennials 5% 0% Within the last week Within the last four weeks, but not the past week Within the past 3 months 3-6 months ago Over 6 months ago When was the last time you purchased 100% Orange Juice?
Brand Loyalty 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 42% 38% 37% I buy the brand I prefer, even if it is not on sale Brand Loyalty 34% I choose among the brands I like and get the best price All 16% Millennials 18% I buy the brand I prefer, but wait for it to be on sale Tell me which one of the following statements best describes how you would buy 100% OJ?
Top Factors Influencing OJ Purchase Top three factors when into OJ purchase decision 70% 60% 50% 40% 30% 20% 10% 0% All Millennials
Frequency Attitude on OJ OJ is a natural source of vitamins and minerals OJ is a simple way to do something healthy OJ give me energy to take on the day OJ is a beverage my whole family enjoy OJ is something my kids will drink Group Variable: Positive Perception OJ is a good value for the money OJ tastes great OJ is a high quality product OJ is available in varieties my whole family likes OJ is refreshing 2500 2000 1500 1000 500 0 Positive Perceptions about OJ ALL Millennials 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 6.5 7 SCALE 1 = completely disagree : 7 = completely agree
Frequency Attitude on OJ Group Variable: Negative Perception OJ has too much sugar OJ is too high in calories 2000 Negative Perception about OJ All Millennials 1500 1000 500 0 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 6.5 7 SCALE 1 = completely disagree : 7 = completely agree
Frequency Attitude on OJ Group Variable: OJ is natural OJ does not contain artificial sweeteners OJ has no added sugar OJ has no added preservatives 4000 OJ is natural All Millennials 3000 2000 1000 0 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 6.5 7 SCALE 1 = completely disagree : 7 = completely agree
Modeling Millennials OJ Purchase Prob of OJ purchased by a Millennial = F(demographics, health status, lifestyles, perceptions ) A probit model is used to identify key factors driving Millennials OJ purchase.
Parameter Coefficient P-value Positive Impacts Negative Impacts Intercept -3.49 0.00 High blood pressure -0.09 0.27 Diabetes 0.11 0.23 Cholesterol -0.06 0.52 Allergies -0.02 0.80 Obesity -0.21 0.01 Promotion Awareness 0.50 0.00 Female vs Male -0.22 0.00 College degree or higher 0.09 0.11 White vs non-white -0.09 0.13 Married vs non-married -0.07 0.21 Log expenditure 0.30 0.00 Northeast vs West 0.08 0.22 Midwest vs. West -0.03 0.62 South vs. West 0.06 0.34 Eat Breakfast for at least 15 days 0.23 0.00 Income $50-75K vs <50K -0.02 0.75 Income $75K-99K vs <50K 0.06 0.42 Income $100K+ vs <50K -0.13 0.06 Household size 0.06 0.00 Agree that OJ is natural -0.01 0.58 Good perception 0.37 0.00 Negative perception -0.06 0.00
Key findings Compared to the overall population, a higher percentage of millennials tend to: Use social media more often, including Facebook, YouTube, and Instagram Seek organic foods, count calories, seek out nutritional information, and exercise regularly Millennials are not only more likely to purchase fruit juices but also purchase juices more frequently They show brand loyalty and care about price and taste the most for OJ
Key findings Many factors influence Millennials likelihood to purchase OJ Males with a larger household size are more likely to purchase OJ. Family members with obesity concerns and negative perceptions are less likely to purchase OJ. Positive perceptions, awareness of promotion and advertising, and eating breakfast have positive impacts on OJ purchase.
Thank you