Tart cherries are celebrated for their antioxidant and anti-inflammatory benefits. Bonnie Taub-Dix, a registered dietitian nutritionist, notes that they can act as a natural pain reliever and assist in muscle recovery after exercise. Additionally, as highlighted in this study, tart cherries are high in melatonin, which can enhance both the duration and quality of sleep. The most prevalent variety of tart cherries cultivated in the U.S. is Montmorency, which is available throughout the year in various forms, including dried, frozen, canned, juice, and concentrated options. Marketing efforts tend to emphasize the antioxidant properties of tart cherries rather than their potential as a sleep aid. This focus is understandable, given that the antioxidant benefits resonate well with health-conscious consumers, particularly younger demographics. However, the appeal of improved sleep is likely to attract consumers across all age groups, provided they are not deterred by the high sugar content often associated with juices.
Currently, most tart cherry products available are either juices or sweetened cocktails, which many consumers are beginning to avoid due to concerns over sugar levels. The juice market, valued at $19.8 billion, is projected to decline by 7% from 2016 to 2021, a downturn that Mintel attributes to growing consumer fears. Nevertheless, a dynamic marketing campaign promoting cherry juice as a sleep aid could effectively capture consumer interest, especially among those battling insomnia. Targeting older demographics may also prove beneficial, as they might be more receptive to juice than younger consumers.
The findings of this study suggest potential for food and beverage manufacturers to incorporate tart cherries into existing products such as yogurt to create a health halo. However, companies must exercise caution when claiming health-related benefits for their products, ensuring that there is adequate scientific backing. The Food and Drug Administration issued a warning back in 2005 regarding “unproven claims” made online or through packaging that suggested products could treat or prevent serious conditions like cancer, heart disease, and arthritis. Such assertions could violate the federal Food, Drug, and Cosmetic Act. While the promise of improved sleep is not as bold a claim as cancer prevention, manufacturers should still ensure that their claims accurately reflect the properties of the ingredients used, such as the calcium content found in tart cherries.
It will be intriguing to observe whether cherry juice producers start to capitalize on the findings of this study, and if the allure of better sleep will outweigh consumer apprehensions regarding juice consumption.