Per capita consumption of orange products has shifted greatly since 1946, the year frozen orange concentrate was introduced on the market. Consumers rapidly accepted orange concentrate and the resulting increased processing had a major impact on the industry. The changing pattern of consumption of fresh oranges, canned orange juice, and frozen orange concentrate was one of the more obvious manifestations. However, numerous other interrelated changes have occurred. This article will attempt to relate the increase in processing to prices, marketing costs, and marketing efficiency. The 10-year span, 1953-62, was selected for analysis. This period seemed most satisfactory since the effects of increased processing had emerged by 1953, and the abnormal conditions caused by the December 1962 freeze in Florida were excluded.