The peak of orange juice sales in the U.S. is usually the last week of a year into the first three weeks of the following year. This year sales of O.J. fell 4.7% from a year ago and sales of orange juice has fallen 40% since the late 1990’s.

The popularity of O.J. is not what it once was for a few reasons: higher prices due to diseased citrus crops which have led to less supply, a movement in the country to consume less sugar which orange juice contains a lot of and the fact that less Americans are eating breakfast.

People are turning to other sources to get their vitamin C too, like strawberries, leafy greens and powdered vitamin C drinks.