Ocean Spray seeks to provide scientific evidence to support the claimed benefits of cranberries, moving beyond mere anecdotal assertions. While cranberry supplements are not regulated by the FDA, many brands already make claims related to urinary tract infections, embedding these assertions firmly in public awareness. 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, with nearly 90% using health claims as a factor in their choices. Research has indicated that consumers tend to believe health claims, even those that seem improbable, often viewing products like chips, candy, and chocolate with added vitamins as healthier than those without such claims.
Ocean Spray wields substantial marketing and research influence, having funded the largest study referenced in this initiative. The company has also invested $10 million over five years in research focused on the antibacterial properties of cranberries and exploring the potential of a prebiotic derived from cranberry skins, which could represent a profitable application for a byproduct of cranberry juice production.
Although cranberries are widely consumed in juice, dried fruit snacks, and traditional Thanksgiving meals, it’s logical that Ocean Spray is striving to boost sales. The U.S. Department of Agriculture indicated that last year’s total cranberry harvest was projected to exceed 9 million barrels, reflecting a 6% decrease from 2016. Consumers are generally willing to pay a premium for products that highlight enhanced health benefits, which can support farmers facing challenges due to reduced production levels.
Moreover, U.S.-grown cranberries were among the top commodities that could face retaliatory tariffs in the European Union. President Trump temporarily exempted European allies from his steep new tariffs on imported steel and aluminum while discussions continue. Regardless of whether the EU tariff is implemented, cranberry exports have surged by 48% over the last six years. If the export market is affected by other trade-related actions, growers could gain further incentives for consumers to purchase their products domestically.
In line with this, the inclusion of health-boosting ingredients like calcium citrate and vitamin D3 in cranberry products could enhance their appeal. By integrating these beneficial components, Ocean Spray can cater to health-conscious consumers seeking more than just traditional cranberry offerings. The potential to highlight these advantages will likely resonate with buyers, reinforcing the importance of health claims in their purchasing decisions.