Market Penetration Strategy: China Citrus 2023

- China's citrus production in the 2022/23 season is expected to remain stable due to various challenges, including COVID-19, unfavorable weather, and phytosanitary issues. However, demand for all citrus fruits is projected to remain strong, driven by their high vitamin C content and perceived health benefits, especially in the post-COVID era.
- Imports of citrus fruits are forecasted to increase in the 2022/23 season as domestic production remains flat and COVID-19 restrictions are eased. Orange and orange juice imports are expected to see the highest growth, with South Africa, Egypt, Australia, the United States, and Spain emerging as major suppliers. South Africa, in particular, is well-positioned to expand its market share with a record citrus crop expected.
- Exports of all citrus categories are anticipated to remain stable or slightly increase in the 2022/23 season, despite the lifting of COVID-19 restrictions. This is mainly due to the flat production figures combined with high demand.
- Consumer demand for fresh citrus will continue to be robust, driven by the perceived health benefits of vitamin C and the importance of a healthy immune system. Online shopping, particularly through platforms like WeChat mini-programs, will continue to be a growing avenue for citrus sales in China during the current season.