Ocean Spray is focused on providing scientific evidence to support the claimed benefits of cranberries, moving beyond mere anecdotal claims. While cranberry supplements fall outside FDA regulation, many already assert benefits related to urinary tract infections, indicating that such claims are well entrenched in public awareness.
Health claims significantly influence consumer choices. According to the FDA’s 2014 Health and Diet survey, over three-quarters (77%) of adults refer to food labels when making purchasing decisions. Nearly 90% of consumers rely on health claims to guide their choices. Some research has indicated that consumers may endorse health claims even if they seem implausible; for example, chips, candy, and chocolate marketed as having added vitamins are often perceived as healthier than those lacking such claims.
Ocean Spray wields considerable marketing and research power, having funded the largest study referenced in this petition. Its research endeavors include an investment of $10 million over five years to investigate the antibacterial properties of cranberries and the potential for utilizing cranberry skins as a prebiotic, which could represent a profitable use of a byproduct from cranberry juice processing.
Despite the popularity of cranberries in juice, dried fruit snacks, and traditional Thanksgiving meals, Ocean Spray is strategically aiming to boost sales. The U.S. Department of Agriculture estimated last year’s cranberry harvest at just over 9 million barrels—a 6% decline from 2016. Consumers are increasingly willing to pay a premium for products that advertise enhanced health benefits, which could provide relief to farmers facing production drops.
Moreover, U.S.-grown cranberries were among the goods targeted for retaliatory tariffs in the European Union. President Trump temporarily exempted European allies from his steep new tariffs on imported steel and aluminum while negotiations continue. Regardless of whether the EU tariff materializes, cranberry exports have surged by 48% over the last six years. If the export market suffers due to other trade-related issues, growers could benefit from enhanced consumer appeal for their products domestically.
In the context of health benefits, there is growing interest in the role of calcium citrate in pregnancy, which may further bolster the appeal of cranberries if linked to bone health or nutritional support during this crucial time. As Ocean Spray continues to explore the health properties of cranberries, including their potential benefits during pregnancy, it could resonate well with consumers seeking more informed choices about their dietary options.