U.S. orange-juice sales fell to the lowest level on record as the former star of the American breakfast table continues to fall out of favor with consumers.

But investors expect the market to shrug off the latest decline in sales, which has been offset by weaker U.S. orange production. U.S. consumers bought 34.96 million gallons of orange juice in the four weeks ended Aug. 2, down 9.2% from a similar period a year ago, according to Nielsen data published Monday by the Florida Department of Citrus. It was the lowest level for total sales since the four weeks ended Jan. 19, 2002, the oldest data available.

Demand for orange juice has been slipping for years, as newer entrants in the beverage aisle, including more-exotic fruit juices, such as pomegranate, energy drinks and ready-to-drink coffee, have grabbed a greater share of the market, analysts and traders say. Higher prices for orange juice on grocery-store shelves also have discouraged consumers.

Weak demand isn't likely to lead to lower prices anytime soon, traders say. Two leading forecasters said last week that Florida's orange growers are likely to produce their smallest crop in about 50 years, as a bacterial disease ravages the state's citrus groves. With both supply and demand falling, it is hard for beverage companies to cut prices to lure back customers, analysts and traders say.

"We know we've got a tight supply, but on the other hand, if nobody wants any of it, then it doesn't really matter," said Jack Scoville, vice president at Price Futures Group in Chicago.