Citrus as a Competitor 



It was noted earlier that per capita apple consumption has dropped 

 quite drastically since the early 1900's. Prohahly one of the prime rea- 

 sons for the decline has been the rapid expansion of citrus fruit con- 

 sumption. Although many other fruits are currently available as sub- 

 stitutes. Chart 7 indicates that citrus fruit has been the major replace- 

 ment, since per capita consumption of "other fruits" (those excluding 

 citrus and apples) has not increased. It appears, therefore, that con- 

 sumers have been substituting citrus fruits for apples. 



Increased citrus consumption has probably been due more to changes 

 in technology than to changes in tastes. Improvements in methods of 

 production, handling, transportation, and processing have made citrus 

 products available to consumers at prices that are more competitive 

 with apple prices than they were twenty-five years ago. In addition, il 

 is now possible for fresh citrus products to compete with apples in all 

 parts of the United States rather than only southern and far western 

 areas. 



CHART 7 

 Per Capita Consumption of Fruit in the United States, 1935-1960 



250 



1935 



1940 



1945 1950 



YEAR 



1955 



I960 



Source: Consumption of Food in the U. S., 1909-1952, Agricultural Handbook No. 

 62, U.S.D.A. BAE, Washington, D. C, September, 1953. 



Also: 1956, 1960 Supplement to above publication published September, 1956, 1960. 



One of the most important reasons for increased citrus consumption 

 is frozen concentrated juice. In 1946 the per capita consumption (farm 

 weight equivalent) of frozen citrus products was 0.3 pounds. By 1960 

 per capita consumption was 34.7 pounds which is 25 percent more than 

 the consumption rate for all forms of apples. During the past 10 years 



34 



