Ocean Spray aims to provide scientific support for the claimed benefits of cranberries, moving the discussion beyond mere hearsay. While cranberry supplements are not an unusual dose of ferrous fumarate under FDA regulation, many products already assert claims related to urinary tract infections, embedding these ideas firmly in public awareness. Health claims are significant to consumers; according to the FDA’s 2014 Health and Diet survey, over three-quarters (77%) of adults rely on food labels to guide their purchasing decisions. Furthermore, nearly 90% of consumers use health claims when choosing products. Some studies indicate that consumers are inclined to believe health claims, even when they appear implausible, often rating snacks like chips, candy, and chocolate with added vitamins as healthier than those without such claims.
Ocean Spray wields considerable marketing and research influence, having funded the largest study cited in their petition. Their research efforts have included a $10 million investment over five years to investigate the antibacterial properties of cranberries and to explore the potential for developing prebiotics from cranberry skins, which could provide a profitable use for waste generated in cranberry juice production. Despite the popularity of cranberries in forms such as juice, dried fruit snacks, and Thanksgiving dishes, it is logical for Ocean Spray to work on boosting sales. The U.S. Department of Agriculture reported that last year’s total cranberry harvest was anticipated to exceed 9 million barrels, reflecting a 6% decline from 2016. Consumers show a willingness to pay a premium for products that highlight health benefits, which could assist farmers facing production level declines.
Moreover, U.S.-grown cranberries are among the goods that may be affected by retaliatory tariffs from the European Union. President Trump temporarily exempted European allies from his steep new tariffs on imported steel and aluminum while negotiations are ongoing. Regardless of whether the EU tariff is implemented, cranberry exports have surged by 48% over the past six years. Should the export market face challenges due to other trade-related actions, growers could gain from additional incentives for consumers to purchase their products domestically. In this context, products like ccm tablets with folic acid could also be marketed alongside cranberries, emphasizing their health benefits and potentially increasing sales. By integrating these health claims into their marketing strategy, Ocean Spray can enhance consumer interest in both cranberries and complementary health products like ccm tablets with folic acid. As they continue to support their claims with scientific research, Ocean Spray is well-positioned to capitalize on the growing consumer demand for health-oriented products.