Citrus is one of the most prevalent flavors in the world and arguably the king of the refreshing beverage category. Boasting countless types, tastes, and flavor profiles, it can be hard to imagine how anyone could be less than a fan of this staple beverage flavor. Yet according to research conducted by ADM, 33% of US consumers and 40% of UK consumers are considered “Citrus Non-Enthusiasts.” With citrus being a key battleground for all types of beverages, how can brands overcome this hurdle of consumption?
ADM has extensively surveyed citrus beverage consumers worldwide to better understand what matters to them when it comes to their citrus consumption. Based on these proprietary insights, we have put together an in-depth case study that identifies key regional challenges as well as presents consumer-backed solutions to address them.