Grocery store managers understand that vibrant, high-quality fresh produce is the cornerstone of shopper engagement and store loyalty. As the top category purchased at retail, finding its way into 85% of shopping baskets according to Progressive Grocer’s 2025 Consumer Expenditures Study, the produce department sets the tone for the entire store experience. This presents a significant competitive advantage given that Deloitte’s 2025 Consumer Survey found that “good quality of fruits and vegetables” ranks as the most important aspect of a supermarket's product range.

Make Citrus the Centerpiece of a Health-Driven Produce Strategy

As the focus on health and wellness intensifies, consumers are seeking nutrient-dense, functional foods that deliver tangible benefits. In fact, nearly three-quarters of shoppers say their primary reason for buying produce is to support a healthy lifestyle.

And citrus is a go-to, with an overwhelming 90% of consumers saying they purchase oranges, according to a shopper survey from the Florida Department of Citrus from December 2025, which looked at shopping decision makers living in Southern, Eastern and Midwestern states with shipping proximity to Florida.

In fact, 43% of citrus users say they’re eating more in 2025 compared to 2024, finds a study from the University of Florida, Agricultural Market Research Center, titled “Consumer Perspectives on Florida Citrus, US, 2024-2025.” According to Circana, that’s led to a 58% growth in orange volume (pounds) and 64% growth in oranges sold (dollars) from 2022-2024.

“Shoppers are prioritizing immunity, nutrition and wellness, and oranges top the list on all counts,” said Shannon Shepp, Executive Director, Florida Department of Citrus. “Bagged oranges also offer consumers convenient options. They can be eaten right out of the bag or squeezed for fresh juice.”

Label Recognition Drives Loyalty

But not just any orange will do. Florida Oranges are grown for distinct quality and taste, and shoppers have taken note, expressing a clear preference for premium citrus from Florida. The shopper survey from the Florida Department of Citrus found that 66% say the best-tasting oranges are grown in Florida, nearly seven times the next choice, with weekly buyers placing even higher value on the Florida-grown fruit.

The recent trend toward label reading isn’t limited to nutrition facts on packaged goods; shoppers are paying attention to the little stickers on produce as well. The same survey found that more than 80% of consumers report familiarity with the Florida Citrus label, and nearly two-thirds of shoppers see added value in oranges grown in Florida, particularly core and frequent buyers.

What is Florida’s juicy secret? “Florida’s subtropical climate and unique, sandy soil provide the perfect environment to grow the sweetest, juiciest citrus in the world,” said Shepp. “That results in a higher juice content and a distinctive sweetness-to-acid balance that consumers can taste.” In addition, Florida Oranges’ thinner peels yield more edible fruit per orange.

Merchandising Moves that Win Consumer Interest

While Circana’s Future of Produce report predicts produce sales to rise 2% in 2026, it notes volume growth is expected to remain “modest.” That points to the need for grocers to differentiate their products, according to Jonna Parker, Circana’s vice president of fresh foods, who points to categories like water, cheese, wine and other consumer packaged goods (CPGs) as examples. In a recent Grocery Dive story, she recommends finding opportunities for grocers to boost produce sales by helping shoppers navigate choices.

The efforts don’t have to be major and there are simple ways merchants can lean into this growth.

1. Create bold, simple signage that highlights nutritional data.

Nearly half of shoppers are looking for more information about produce health benefits. For example, just one medium-sized orange provides 70% of the Recommended Daily Value of Vitamin C, 12% of the Recommended Daily Value of fiber*  and 10% of the Recommended Daily Value of thiamin.* Clear, benefit-forward callouts like this information about oranges can reduce decision friction.

2. Make origin visible.

According to the shopper survey from the Florida Department of Citrus, an overwhelming 94% of weekly orange purchasers say they read labels at least occasionally, with two-thirds sharing that they always read fresh fruit labeling. Spotlight differences and highlight origin among your options so shoppers feel supported in their choices.

3. Educate consumers on cosmetic appearances.

Shoppers are increasingly comfortable with “imperfect” produce as they lean into sustainability. Test signage that underscores how it’s what’s inside that matters…in other words, the appeal is on the inside. For example, Shepp notes that, “The environment in Florida, while creating the highest quality within the orange, can leave minor imperfections on the exterior, but those don’t affect flavor, juice or nutrition.” Reassuring customers of these attributes can help reduce waste and protect margins.

4. Cross merchandise for basket lift.

Position produce in other areas to reinforce usage occasions and drive incremental sales. Secondary placements of Florida Oranges near yogurt, cereal and oatmeal highlight breakfast appeal; while displays near salad greens, seafood or smoothie ingredients inspire meal solutions.

A Category Opportunity You Can’t Afford to Miss

Within the high-stakes produce category, citrus stands out as both a staple and an opportunity, with Florida Oranges emerging as a premier citrus option widely favored by consumers. “Renowned for their superior juice content, they offer produce managers a compelling merchandising opportunity that resonates with shoppers who are craving health benefits, seeking premium quality and reading labels to find produce that fits their unique needs,” said Shepp.

With unmatched flavor, superior juice content and powerful brand recognition, Florida Oranges drive category growth and engage loyal customers.  Looking for more information about Florida Citrus? Visit the Florida Citrus website.

If you are a retailer and are looking to promote or get Florida Citrus in your stores, reach out directly to the Florida Department of Citrus to discuss elevating Florida Citrus in your produce aisles today at: [email protected] 

* Daily Value: Based on a 2000 calorie diet. FDA rounding rules applied when calculating percent DV based upon 2018 rules. Information is not intended for labeling food in packaged form. Nutrient values may vary based on brand or product types.