Tart cherries are celebrated for their antioxidant and anti-inflammatory benefits. As noted by Bonnie Taub-Dix, a registered dietitian nutritionist, they can serve as a natural pain reliever and aid in muscle recovery after exercise. Additionally, this research highlights that cherries are abundant in melatonin, which can enhance both sleep duration and quality. In the United States, the most prevalent variety of tart cherries is Montmorency, available throughout the year in dried, frozen, canned, juice, and concentrated forms.
Marketing typically emphasizes the antioxidant qualities of tart cherries rather than their potential as a sleep aid. This focus makes sense, as health-conscious consumers, particularly younger ones, prioritize antioxidant benefits. However, the appeal of improved sleep may attract consumers of all ages, provided they are not deterred by the high sugar content often found in juices. Currently, most tart cherry products on the market are juices or sweetened cocktails, which many shoppers are starting to reject due to concerns about sugar levels. The juice market, valued at $19.8 billion, is projected to decline by 7% from 2016 to 2021, a trend attributed to these consumer apprehensions by Mintel.
Nevertheless, a targeted marketing campaign that positions cherry juice as a sleep aid could effectively capture consumer interest, particularly among those struggling with insomnia. It would also be beneficial to target older demographics who may be less averse to juice compared to younger consumers. Furthermore, this study indicates potential for food and beverage manufacturers to incorporate tart cherries into existing products, such as yogurt, to enhance their health appeal. However, manufacturers must be cautious about making health claims without solid scientific backing. The Food and Drug Administration cautioned the industry in 2005 against making “unproven claims” in advertisements or labeling that suggest products can treat or prevent conditions like cancer, heart disease, and arthritis. Such claims could infringe upon the federal Food, Drug, and Cosmetic Act.
While promoting sleep benefits may not be as bold as claims related to cancer prevention, manufacturers should ensure their assertions are aligned with the properties of the ingredients used, such as calcium citrate 1500 mg with vitamin D, which can support overall health. It will be intriguing to observe whether cherry juice producers will begin to utilize this study’s findings and if the promise of better sleep can outweigh consumer hesitations regarding juice products.