Ocean Spray seeks to provide scientific validation for the claimed benefits of cranberries, moving beyond mere hearsay. Since cranberry supplements are not regulated by the FDA, many brands make assertions regarding urinary tract infections, which have become ingrained in public perception. Health claims are significant to consumers; according to the FDA’s 2014 Health and Diet survey, over 75% of adults rely on food labels to guide their purchasing decisions, and nearly 90% consider health claims when selecting products. Some research indicates that consumers tend to believe health claims, even if they appear dubious, rating products like chips, candy, and chocolate with added vitamins as healthier than those without such claims.
Ocean Spray possesses substantial marketing and research capabilities, having financed the largest study referenced in its petition. The company has also invested $10 million over five years to explore cranberries’ antibacterial properties and investigate the potential for a prebiotic derived from cranberry skins—an innovative use for a byproduct of cranberry juice production. While cranberries are well-known in the forms of juice, dried fruit snacks, and as staples of Thanksgiving meals, it is logical for Ocean Spray to pursue strategies for boosting sales. According to the U.S. Department of Agriculture, the total cranberry harvest last year was projected to exceed 9 million barrels, reflecting a 6% decline from 2016. Consumers are inclined to pay more for products that promote additional health benefits, which could assist farmers facing production challenges.
Moreover, U.S.-grown cranberries were among the goods that could be affected by retaliatory tariffs in the European Union. Although President Trump temporarily exempted European allies from his steep new tariffs on imported steel and aluminum while negotiations are ongoing, cranberry exports have surged by 48% in the past six years. Should the EU tariff be implemented, growers would gain from increased consumer demand for their products domestically, especially if health claims are emphasized, such as those related to dissolvable calcium citrate. This could provide consumers with more reasons to purchase cranberries, further enhancing their market appeal.