The traditional British breakfast glass of orange juice is being spurned by the still-yawning consumer in favour of more exotic flavours.
Early-risers are reportedly opting for unusual flavours like pineapple, cranberry and pomegranate instead. Since 2003, sales of orange have fallen by 13 per cent, with volumes dropping from 501million litres to 445million litres in 2008.
Apple has seen sales increase by 19 per cent over the same five-year period which began with orange juice accounted claiming 58 per cent of sales but has dropped to 44 per cent.
Apple juice is the second most popular flavour with 14 per cent of the market, while cranberry comes in at number three with eight per cent of volume sales. Grapefruit juice has also seen sales drop by 10 per cent since 2003.
A spokesman for market analyst Mintel, who compiled the figures, said: "Sales of orange juice have suffered as Brits have been tempted by other more exotic flavours such as tropical, pineapple and mango.
"Although orange juice is still the number-one selling fruit juice, sales have fallen dramatically."
"The superfood phenomenon plays a strong part in the juice market with flavours such as cranberry and pomegranate growing.
"New product development has also seen blueberry juice becoming more popular."
But the credit crunch has seen those who bought premium fruit juices and smoothies now opting for less expensive supermarket own-brands,” he said.
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