http://www.fao.org/documents/show_cdr.asp?url_file=/DOCREP/003/X6732E/x6732e02.htm
Oranges
World consumption of oranges grew at a compound rate of 3.5 percent over the period ranging from 1986-88 to 1996-98. While consumption of fresh oranges grew at an annual rate of 2.9 percent, this was superceded by growth in processed orange consumption, which grew 4.2 percent per annum. Increased consumption of processed oranges in Europe was one of the primary forces supporting expanded world consumption. Even though per capita consumption of fresh oranges in the EU declined from 13 to 9.7 kg, per capita processed orange consumption nearly doubled to 30 kg (fresh fruit equivalent). Per capita consumption of processed oranges also grew in Canada and the United States, offsetting decreases in fresh orange consumption.
Processed orange consumption, however, is still concentrated in the developed countries of North America and Europe. These two regions collectively account for over 88 percent of world consumption. In other regions, however, particularly Latin America, markets for processed orange products appear to be evolving. Processed orange consumption in Mexico more than doubled and Brazilian consumption increased by 50 percent over the period from 1986-88 to 1996-98.
While fresh orange consumption declined in many of the developed countries, it expanded in many developing countries, especially in the emerging economies of Mexico, India, Argentina and Brazil. Strong consumption growth was also observed in China. Fresh orange consumption is declining in the developed countries for two reasons. First, it is being replaced by orange juice consumption. The evolution of not-from-concentrate (NFC) orange juice in both North America and Europe has been supported by the perception that NFC closely duplicates fresh-squeezed in flavor but offers greater convenience. Second, with advancements in transportation and storage, fresh citrus is now confronted with more competition from other fruits such as bananas, grapes and strawberries.
The projections for 2010 for orange production and consumption are predicated on two assumptions. First, the rapid expansion of world orange production will slow. Brazil is currently facing two major disease problems: citrus canker and citrus variegated chlorosis (CVC). Growers are also receiving lower prices for oranges used for processing, which has slowed the rate of new plantings. Florida is also facing disease challenges from the citrus tristeza virus and citrus canker. Lower grower prices in Florida have also slowed new plantings. These lower prices will also affect other Western Hemisphere orange producing countries such as Mexico, Belize, Costa Rica, Argentina and Cuba. These countries allocate a sizeable proportion of their orange production to processed utilization which is dominated by Sao Paulo and Florida.
The second assumption is that fresh orange consumption in the developed countries will continue to decline on a per capita basis. Processed orange consumption will continue to expand in the emerging economies of Latin America, Asia and Eastern Europe, although its main markets will still be found in North America and Europe.
Projected orange production in 2010 is 64 million MT, approximately 10 percent greater than that realized over the 1996-98 period. The projected annualized rate of growth of 0.76 percent is substantially lower than 3.9 percent which occurred from 1986-88 to 1996-98. The projected 64 million MT of production is expected to be utilized as 35.7 million MT fresh and 28.3 million MT processed. The share of production claimed by processed utilization is projected to increase marginally.
Orange production in developed countries is projected to grow at an annualized rate of 0.6 percent with most of that growth coming from the United States. Production in Europe is projected to show little change, with a small increase in Spain offset by declines in Italy and Greece. Production in South Africa is expected to continue to grow as it continues to exploit its advantage as an off-season supplier to the northern hemisphere. On the other hand, production in Israel will continue to be affected by population growth, urbanization and access to adequate water supply. Japan's orange industry is also projected to continue its secular decline as imports become more available.
Production in developing countries is projected to increase at an annualized rate of 0.8 percent. Production in both Mexico and Brazil are expected to contract modestly. Over the next 10 years, it is likely that Brazil will experience a sizeable contraction of production as the combined effects of disease and low grower prices are felt. By 2010, however, the Brazilian industry should be in full recovery and be able to maintain its dominance of the world processed orange market. Mexico is highly vulnerable to the citrus tristeza virus which has been found in the Yucatan peninsula. Mexican producers have also thus far been unable to take advantage of preferential access to the United States market offered under the North American Free Trade Agreement (NAFTA).
Smaller Western Hemisphere orange exporting countries such as Argentina, Cuba, Belize and Costa Rica should find market opportunities as the larger orange producing regions undergo adjustment. Cuba is noteworthy in that it has expanded its orange processing capacity and been able to stabilize and begin to increase its orange output despite the trade embargo imposed by the United States. The processing sector of Belize and Costa Rica has also undergone consolidation, which should lower costs. These two countries, however, are the only two significant processed orange exporters with duty free access to both the United States and the EU. Therefore, they are both vulnerable to further trade liberalization in the processed orange market.
Orange producing countries in Asia are expected to continue to expand production, but nearly all of this production will be consumed in domestic markets. China is projected to overtake Mexico as the third largest orange producing country, and India will challenge Spain as the fifth largest producer. Huge domestic markets in both of these countries, however, mean that virtually all production will be consumed internally. Trade liberalization in these countries could open these markets to off-season imports. Other large Asian orange producing countries such as Iran and Pakistan will also continue to send most of their production to domestic markets. The exception to this observation is Turkey which can, because of its location and its membership in a Customs Union with the EU, compete in the European market. The Mediterranean countries of Morocco and Egypt are also expected to benefit from their proximity to Europe, although they compete directly with Spain, which benefits from being within the EU and TRQs of the EU.
The relatively small projected increase in production will support small increases in consumption of fresh and processed oranges. Per capita citrus consumption in both North America and Europe is expected to change little from current levels. Relatively flat per capita consumption growth in these regions is a direct result of slower domestic production growth and the projected small increase for the main supplier of processed orange products: Brazil. Most increases in consumption will be found in developing citrus-producing countries such as India, Pakistan, China, Mexico, and Brazil.
Brazil and Mexico are notable in that all Latin American countries have historically consumed oranges through the purchase of fresh oranges and then the production of fresh squeezed orange juice at home. In recent years, however, consumers in Brazil and Mexico have begun to buy ready to drink orange juice. This trend is expected to continue as rising incomes in these countries will provide support for switching from home production to direct purchase of orange juice. Rising incomes in Chile and Argentina may also support increased consumption of processed orange products.
The recent trade agreement between China and the United States has opened the Chinese market to imports of fresh and processed citrus. While a sizeable middle class has evolved in China, that country is still faced with infrastructure issues that work against large-scale importation of fresh and processed orange products. It is likely, however, that consumers in the large coastal cities of China will have increased access to imported citrus products. The large population living in these areas and their growing purchasing power should provide a significant outlet for citrus exports.
Expanded consumption of fresh and processed orange products in other East Asian economies is hampered by declining domestic production and trade barriers which increase the cost of these products to consumers. The Japanese processed orange market has failed to live up to expectations generated by the signing of the U.S.-Japan Beef and Citrus agreement in 1986. The long distances that oranges and other citrus products must travel from the major producing countries in the Western Hemisphere also hamper citrus consumption in East Asia. These observations notwithstanding, per capita orange consumption in nearly all of the countries of the Far East is projected to show small to moderate increases. Nearly all of this consumption growth will come from increased domestic production.