According to the Journal, Americans purchased just 563.2 million gallons of orange juice during the 2012-2013 season, which ended on September 28. That figure is the lowest since at least 1998-1999, the earliest data is available from the Florida Department of Citrus.
Analysts told the Journal that a greater variety of available beverages -- including exotic fruits like acai -- and energy drinks have taken a portion of the market share formerly dominated by OJ.
Another factor, the Journal reports, is citrus greening, a disease that prevents the fruit from obtaining nutrients, causing them to drop from the tree prematurely. Because of greening, the price of a gallon of orange juice has climbed from $4.40 10 years ago to $6.20 today.
Orange juice retail sales in 2012-2013 totaled $3.49 billion, which is just 5.2% lower than 10 years ago, largely because of the higher price of the beverage. By volume, retail sales are down nearly one-third from last decade.