橙汁饮料消费者需求的变化：按产品类型划分的价格弹性2022、23-2024、25 年.pdf

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1、How Consumer Demand for Orange Beverage Changed:Price Elasticities by Product TypeUniversity of Florida,Food and Resource Economics DepartmentDr.LISA HOUSESeptember 24,2025 ICBCPrepared with Dr.Sungeun Yoon2How Consumer Demand for Orange Beverage Changed:Price Elasticities by Product TypeUniversity

2、of Florida,Food and Resource Economics DepartmentDr.LISA HOUSESeptember 24,2025 ICBCPrepared with Dr.Sungeun YoonData FDOC OJ Tracker Data Started in July 2016,approximately 500 responses per month For study on orange beverage changes FDOC Nielsen Orange Beverage Product-level sales dataSales ending

3、 on 6/27/22 7/22/2025(2022/23,2023/24,2024/25 seasons)Aggregated into weekly sales for four product types(100%OJ,OJ Juice Blends,OJ Drink,OJ Blend Drinks)FDOC OJ Tracker DataJuly August 20254Share of Active OJ Consumers547%44%46%48%46%50%51%50%49%40%42%44%46%48%50%52%2016/172017/182018/192019/202020

4、/212021/222022/232023/242024/25OJ Purchase Frequency620%25%30%35%40%45%Within the last weekWithin the last four weeks,but not the past weekLinear(Within the last week)Linear(Within the last four weeks,but not the past week)Promotion-aware consumers are more likely to be active OJ consumers738%38%38%

5、40%40%44%45%43%42%64%61%64%67%68%72%74%74%72%0%10%20%30%40%50%60%70%80%2016/172017/182018/192019/202020/212021/222022/232023/242024/25Not Aware of OJ PromotionsAware of OJ PromotionsOJ Promotion Awareness and OJ Price and Health Benefits84.004.505.005.506.006.50OJ Health PerceptionAware of OJ Promot

6、ionsNot Aware of OJ Promotions$4.00$4.50$5.00$5.50$6.00$6.50$7.00Maximum WTPAware of OJ PromotionsNot Aware of OJ PromotionsRising Orange Juice Price9Jul-17,$6.74 Jun-25,$11.48$6.00$7.00$8.00$9.00$10.00$11.00$12.00Jul-17Oct-17Jan-18Apr-18Jul-18Oct-18Jan-19Apr-19Jul-19Oct-19Jan-20Apr-20Jul-20Oct-20Ja