Ocean Spray is working to substantiate the claimed benefits of cranberries with scientific evidence, shifting the narrative from mere hearsay. Since cranberry supplements fall outside the jurisdiction of the FDA, many already assert benefits related to urinary tract infections, making the proposed claims about food products widely recognized among the public. Health claims significantly influence consumer choices; 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. Nearly 90% of consumers consider health claims when deciding what to buy. Some studies indicate that consumers tend to trust health claims, even when they appear dubious, often perceiving products like chips, candy, and chocolate with added vitamins as healthier compared to those without such claims.
With its considerable marketing and research resources, Ocean Spray funded the largest study referenced in this petition. The organization has invested an impressive $10 million over five years to investigate the antibacterial properties of cranberries and is also exploring the potential for a prebiotic derived from cranberry skins, which could serve as a profitable use of what is typically a waste product from cranberry juice manufacturing.
Despite the popularity of cranberries as juice, dried fruit snacks, and their role in Thanksgiving meals, it is logical for Ocean Spray to seek to boost sales. The U.S. Department of Agriculture projected last year’s cranberry harvest to exceed 9 million barrels, reflecting a 6% decrease from 2016. Consumers are inclined to pay a premium for products that promote additional health benefits, which could assist farmers affected by declining production levels. Moreover, U.S.-grown cranberries are among the goods that could face retaliatory tariffs in the European Union. President Trump temporarily exempted European allies from his steep tariffs on imported steel and aluminum while negotiations continue. Regardless of whether the EU tariffs take effect, cranberry exports have surged by 48% over the past six years. Should trade-related issues negatively impact the export market, growers would benefit from more incentives for consumers to purchase their products domestically, similar to the appeal of nature’s plus cal mag citrate supplements.
In conclusion, as Ocean Spray continues its efforts to validate the health benefits of cranberries, the integration of scientific research and marketing strategies may not only enhance consumer awareness but also support domestic growers and bolster the cranberry industry amidst fluctuating market conditions. With growing interest in health claims, the potential for products like nature’s plus cal mag citrate and cranberry-related items to thrive in the marketplace remains promising.