By KEVIN BOUFFARD The Ledger
WINTER HAVEN - A University of Florida study offers compelling new evidence orange juice has a sugar problem.
The study of consumer perceptions of sugar content in beverages found that nearly 40 percent of U.S. adults perceived 100 percent juices, such as orange juice, as "sugary," a label health professionals usually give to products containing added sugars.
"I think it shows we have work to do," said Shannon Shepp, deputy executive director of the Florida Department of Citrus in Bartow, whose largest marketing program is selling Florida orange juice, the dominant commodity for the state's citrus industry. "We know 100 percent juice, particularly Florida orange juice, is healthful. The question is where does the disconnect with consumers come from."
The study was conducted last year by Gail Rampersaud, a registered dietitian and Citrus Department consultant, and Lisa House, an economist, both on the faculty at the UF Gainesville campus. Also participating were Gao Zhifeng, an assistant professor in marketing research, and Kim Hyeyoung, a postdoctoral associate, also in Gainesville.
The professional journal "Nutrition Research" has accepted the manuscript for future publication.
Many citrus industry officials attribute the attacks on OJ's sugar content for its poor performance in the U.S. marketplace.
Retail OJ sale in the U.S. have decline almost 37 percent in the 12 citrus seasons through 2012-13. In the first two months of the current season, OJ sales have declined almost 7 percent despite a nearly 1 percent decline in the average retail price, which normally generates higher sales.
"For the last two to three years, we've had increasing focus on sugar in beverages," Rampersaud told The Ledger. "If the U.S. Department of Agriculture has a statement that supports drinking water instead of sugary beverages, I know the intent, but are the consumers understanding it?"
Rampersaud was referring to the USDA's 2010 Dietary Guidelines for Americans, its most recent advice on what constitutes a healthy diet.
The guidelines repeatedly warn that Americans drink too many "sugar sweetened beverages" -- including sodas, fruit ades and sports and energy drinks – and too many other foods with added sugars. It distinguishes between foods with sugars added during processing and those with naturally occurring sugars and carbohydrates.
"Sugar-sweetened beverages provide excess calories and few essential nutrients to the diet and should only be consumed when nutrient needs have been met and without exceeding daily calorie limits," the guidelines state. "When choosing carbohydrates, Americans should emphasize naturally occurring carbohydrates, such as those found in whole grains, beans and peas, vegetables and fruits, especially those high in dietary fiber, while limiting refined grains and intake of foods with added sugars."
The guidelines support drinking only 100 percent juice but in moderation, particularly for children.
"Although 100 percent fruit juice can be part of a healthful diet, it lacks dietary fiber and when consumed in excess can contribute extra calories. The majority of the fruit recommended should come from whole fruits," it says. "When juices are consumed, 100 percent juice should be encouraged."
Before conducting the online survey of 3,361 adults reflecting the demographics of all U.S. adults, Rampersaud found little research on consumers' perception of sugar in beverages, she said.
The UF study shows consumers are getting the message about reducing sugars in their diets, Rampersaud said, buy they're missing the nuance between drinks containing natural sugars with nutrients and the beverages with little or no nutritional value.
"Results suggests there may be a considerable level of consumer misunderstanding or confusion about the types of sugars in beverages," the study said.
Although the body treats natural and added sugars the same, Rampersaud told The Ledger, "the way I like to put it is: What is traveling along with that sugar? It's more a standpoint that, if we chose a food with added sugar, we give up the nutrients."
Andy Bellatti, also a registered dietitian based in Las Vegas who advises against OJ consumption because of sugar, said he doesn't think consumers are confused at all.
"If the general population puts fruit juice on the same level as sugar-sweetened beverages, I consider that a victory," Bellatti said in an email to The Ledger. "Although 100 percent fruit juice is not technically a 'sugar-sweetened beverage' in the sense that it lacks added sugars, it is nevertheless a source of empty calories that people should view as a treat, rather than on equal footing with fruit."
Bellatti noted the USDA guidelines also recommend whole fruit over juice.
Currently the Citrus Department is dealing with the sugar issue through public relations efforts, reaching out health professionals and media about OJ's nutritional benefits, Shepp said. The marketing team will be meeting in February to map out the 2014-15 campaign, and reaching the 40 percent of people who view OJ as sugary will come up.
"That factoid will be on the table," she said.