In fiscal year 2013-2014, the Florida Department of Citrus (FDOC) will evolve the orange juice consumer target by seizing the opportunity to market to younger consumers, most in the generation called “Millennials.” This new target, ages 18 to 40, has the potential to consume three times as much orange juice over their lifetime as our current target. During the annual marketing strategic planning process, FDOC determined that a new target of 82 million Millennial consumers represented the greatest opportunity to maximize demand for Florida citrus and to ensure the future sustainability of the Florida citrus industry. This group has the potential to consume 145 gallons of orange juice over their lifetime vs. 45 gallons. The Florida Citrus Commission agreed with this change at its March meeting.
Millennials present an opportunity to expand consumption of orange juice throughout the day. This generation drinks many different kinds of beverages from morning until bedtime. In initial focus groups, participants told us there was no substitute for a cold, refreshing glass of orange juice. Furthermore, they indicated that orange juice was a perfect fit for any time of the day. They did not limit consumption to morning or breakfast. In fact, several mentioned orange juice as an afternoon pick-me-up or a nighttime treat before bed.
FDOC marketing key goals are to make orange juice more relevant to this demographic so they drink more orange juice. This shift to a younger target provides new opportunities. For example, Millennials are technologically savvy and heavy users of social media. They stay informed and connected by multitasking and receiving messages via four screens: TV, computer, tablet, and smartphone. This broadens our ability to influence their behavior by taking advantage of each screen.
Another plus of focusing on this generation is that other consumer packaged goods companies also are trying to reach them. Many leading brands are anxious to partner with FDOC to create impactful shopper marketing programs for key retailers.
Although the FDOC primary marketing thrust will be on this younger consumer, we will continue to reach non-loyalists, loyalists, and key influencers through other fully integrated marketing activities, such as public relations, foodservice, and school outreach, and orange juice health and wellness messages will be woven into all programs. As always, performance measurements will be established and programs will be closely monitored, analyzed, and adjusted as needed to deliver strong returns on grower investment.
This shift positions FDOC for the future as we begin our quest to ensure that orange juice is a relevant, irreplaceable beverage for the Millennial generation. I invite you to join us in person or via live remote for the September 18 Florida Citrus Commission meeting to hear the fiscal year 2013-2014 detailed marketing program firsthand.