Accounting for a quarter of the population in the United States, the millennial generation is believed to have stronger buying power than other generations. But does targeting orange juice marketing to millennials, and, in particular, millennial parents, reap rewards? This 4-page fact sheet written by Yan Heng, Ronald W. Ward, and Lisa A. House and published by the UF/IFAS Food and Resource Economics Department presents the results of a survey examining several generations and their impact on demand for orange juice to find out whether targeting this one is a wise marketing strategy.
Florida Department of Citrus. 2019. Citrus reference book. Retrieved from: https://www.floridacitrus.org/grower/economic-market-resources/economic-reports/.
Heng, Y., R. Ward, L. House, and M. Zansler. 2019. Assessing key factors influencing orange juice demand in the current US market. Agribusiness 35(4): 501-515. https://doi.org/10.1002/agr.21596
Heng. Y., Z. Gao, Y. Jiang, and X. Chen. 2018. Exploring hidden factors behind online food shopping from Amazon reviews: A topic mining approach. Journal of Retailing and Consumer Services 42: 161-168. https://doi.org/10.1016/j.jretconser.2018.02.006