Marketplace

Orange Juice
November 2014

Source: CBC Research Toronto

Orange Juice
Objectives & Methodology
The producers of Marketplace commissioned a survey on Orange Juice to be included in a Marketplace
episode to be broadcast in the 2014/15 season. They survey explored Orange Juice consumption as well
as consumers knowledge of and attitudes toward ready-to-serve Orange Juice and the way it is made.
A series of questions were asked by EKOS in their online panel (Probit) among Anglo Canadians. The
survey was in field from November 24 to 26, 2014 among a representative sample of 1,100 Canadians 18
years of age or older.

Source: CBC Research Toronto

Orange Juice Consumption

Ready-to-serve Refrigerated Orange Juice
Two thirds (67%) of Anglo Canadians 18 years of age or older have bought or consumed ready-to-serve
refrigerated orange juice in the past 6 months.

Past week

24%

Past month

Past 6
months

20%

Not in past 6
months
Don't
know/No
response

67% in past
6 months

23%

32%

1%

Q Which of the following have you bought at a store or consumed in the past 6 months?

Source: CBC Research Toronto

Note: Due to rounding, percentages may not add to 100.

1,100 Canadian Anglophones 18+ years of age

Orange Juice Consumption

Frozen 100% Orange Juice (from concentrate)
On quarter (24%) of Anglo Canadians 18 years of age or older have bought or consumed frozen orange
juice in the past 6 months.

Past week

Past month

4%

24% in past
6 months

5%

Past 6
months

15%

Not in past 6
months
Don't
know/No
response

73%

3%

Q Which of the following have you bought at a store or consumed in the past 6 months?

Source: CBC Research Toronto

Note: Due to rounding, percentages may not add to 100.

1,100 Canadian Anglophones 18+ years of age

Orange Juice Consumption

Freshly Squeezed Orange Juice
One fifth (21%) of Anglo Canadians 18 years of age or older have bought or consumed freshly squeezed
orange juice in the past 6 months.

Past week

Past month

5%

6%

Past 6
months

10%

Not in past 6
months
Don't
know/No
response

21% in past
6 months

72%

7%

Q Which of the following have you bought at a store or consumed in the past 6 months?

Source: CBC Research Toronto

Note: Due to rounding, percentages may not add to 100.

1,100 Canadian Anglophones 18+ years of age

Orange Juice
PERCEPTIONS AMONG ORANGE JUICE CONSUMERS*
Six-in-ten (62%) Anglo Canadian Orange Juice Consumers believe that not from concentrate orange juice
is fresher than orange juice made from concentrate. About six-in-ten (58%) believe that it is more natural.
Nearly half (46%) indicate they are prepared to pay more for not from concentrate orange juice because
they believe its more natural.
Strongly Disagree

Disagree

Neither

I believe that "not from concentrate orange

juice" is fresher than orange juice made
4% 10%
from concentrate.

Agree

19%

I believe that "not from concentrate orange

juice" is more natural than orange juice
4% 12%
made from concentrate.
I am prepared to pay more for "not from
concentrate orange juice" because I believe
it's more natural.

10%

Strongly Agree

21%

17%

23%

DK

% Agree

44%

17%

5%

62%

39%

19%

5%

58%

35%

11% 4%

46%

Q Now thinking about ready-to-serve refrigerated 100% orange juice, the type that you typically buy in a carton or bottle, please indicate your agreement with the
following statements using a scale from 1 to 5, with 1 meaning you strongly disagree and 5 meaning you strongly agree.

Source: CBC Research Toronto

*Consumed Orange Juice in past 6 months; n=816

Orange Juice
PERCEPTIONS AMONG ORANGE JUICE CONSUMERS*
95% of Anglo Canadian Orange Juice Consumers believe that any ingredient added to 100% Pure
Orange Juice should be included on the label. Just over half of Orange Juice Consumers (55%) believe that
100% Pure Orange Juice is minimally processed. Nearly half (48%) believe it does not include any added
ingredients.
Strongly Disagree

Disagree

I believe that any ingredient added to

"100% Pure Orange Juice" should be
2%
included on the label of the bottle or carton

Neither

Strongly Agree

22%

I believe that ready-to-serve "100% Pure

4% 17%
Orange Juice" is minimally processed.

I believe that ready-to-serve "100% Pure

Orange Juice" does not include any added 6%
ingredients

Agree

28%

DK

73%

17%

44%

11%

35%

% Agree
2%

95%

11% 6%

55%

7%

48%

14%

Q Thinking about an ingredient list on a ready-to-serve refrigerated orange juice carton or bottle that only lists 100% Pure Orange Juice as an ingredient
Please indicate your agreement with the following statements using a scale from 1 to 5, with 1 meaning you strongly disagree and 5 meaning you strongly agree

Source: CBC Research Toronto

*Consumed Orange Juice in past 6 months; n=816