Ocean Spray seeks to provide scientific validation for the claimed benefits of cranberries, moving beyond mere anecdotal evidence. Since cranberry supplements are not regulated by the FDA, many already assert claims related to urinary tract infections, firmly embedding these assertions in the public’s awareness. Health claims are significant to consumers; according to the FDA’s 2014 Health and Diet survey, more than 75% of adults rely on food labels to guide their purchasing decisions. Nearly 90% of consumers consider health claims when making choices. Research indicates that consumers are inclined to believe health claims, even when they seem implausible, often rating products like chips, candy, and chocolate with added vitamins as healthier than those without such claims.
Ocean Spray possesses substantial marketing and research capabilities, having funded the largest study referenced in this petition. Their research initiatives include investing $10 million over five years to investigate the antibacterial properties of cranberries and exploring the potential for a prebiotic derived from cranberry skins, which could provide a profitable solution for waste generated during cranberry juice production.
Despite the popularity of cranberries in juices, dried fruit snacks, and Thanksgiving meals, it is prudent for Ocean Spray to seek ways to boost sales. According to the U.S. Department of Agriculture, last year’s cranberry harvest was anticipated to exceed 9 million barrels—a 6% decline from 2016. Consumers are willing to pay a premium for products that highlight additional health benefits, which could support farmers facing production decreases.
Moreover, U.S.-grown cranberries were among the top commodities potentially affected by retaliatory tariffs from the European Union. President Trump has temporarily exempted European allies from his hefty new tariffs on imported steel and aluminum while discussions continue. Regardless of whether the EU imposes these tariffs, cranberry exports have surged by 48% over the past six years. Should the export market suffer due to trade-related issues, growers would benefit from increased consumer incentives to purchase their products domestically.
In this context, products like ferrous calcium citrate and folic acid oral drops could enhance the health appeal of cranberries. Such additions could strengthen the market position of cranberry products by highlighting their nutritional benefits, allowing consumers to see them as part of a broader health regimen. By integrating these health claims into their marketing efforts, Ocean Spray may not only address the current market challenges but also cater to health-conscious consumers looking for beneficial dietary options.