October 15/New York/Reuters -- Once among the drinks Americans would most likely associate with breakfast, orange juice may be on its way out, says new Nielsen data reported by theWall Street Journal.

According to the Journal, Americans purchased just 563.2 million gallons of orange juice during the 2012-2013 season, which ended on September 28. That figure is the lowest since at least 1998-1999, the earliest data is available from the Florida Department of Citrus.

Analysts told the Journal that a greater variety of available beverages -- including exotic fruits like acai -- and energy drinks have taken a portion of the market share formerly dominated by OJ.

Another factor, the Journal reports, is citrus greening, a disease that prevents the fruit from obtaining nutrients, causing them to drop from the tree prematurely. Because of greening, the price of a gallon of orange juice has climbed from $4.40 10 years ago to $6.20 today.

Orange juice retail sales in 2012-2013 totaled $3.49 billion, which is just 5.2% lower than 10 years ago, largely because of the higher price of the beverage. By volume, retail sales are down nearly one-third from last decade.