Why aren’t Americans as into orange juice as we used to be? It’s not just the Duke brothers asking that question: citrus growers and juice sellers all want to know why consumption of what used to be a staple breakfast food is down. Are carb-conscious consumers no longer interested in fruit juice?

Total orange juice consumption is the lowest that it’s been in the last 18 years, and research shows that bottled water is now a bigger seller than all fruit juices put together.

Not that we should cry too hard for the orange juice industry: remember that the country’s two biggest brands, Tropicana and Minute Maid, are owned by Pepsi and Coke respectively. As we move on and find other things to drink, those are the companies that sell those other things to us.

Still, orange growers still have an interest in keeping us drinking OJ. Right now, droughts in the OJ-exporting country of Brazil and greening disease in Florida are affecting global orange output, but growers don’t want us to kick the juice habit in the meantime.

The Florida Department of Citrus recently sent their comic-book mascot, Captain Citrus, over to Marvel Comics for a makeover, and the deal will result in a million free comic books distributed in schools where Captain Citrus hangs out with the Avengers. Will kids be convinced?

Orange-Juice Drinkers Vanish in Sign U.S. Rout Not Over [Bloomberg News]

RELATED:
Your Morning OJ Is The Result Of A Complicated Algorithm Designed For Maximum Tastiness

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.