Ocean Spray is striving to provide scientific evidence for the claimed health benefits of cranberries, moving beyond mere rumors. Currently, cranberry supplements are not regulated by the FDA, yet many already assert claims related to urinary tract infections, making the proposed health claims on food products widely recognized among the public. Health claims hold significant importance for consumers; according to the FDA’s 2014 Health and Diet survey, over 75% of adults rely on food labels when making purchasing decisions. Nearly 90% of consumers consider health claims a factor in their choices. Research indicates that consumers often trust health claims, even when they seem implausible, often rating snacks like chips, candy, and chocolate with added vitamins as healthier than those without such claims.
Ocean Spray possesses substantial marketing and research influence, having funded the largest study referenced in this petition. Additionally, the company has invested $10 million over five years to investigate the antibacterial properties of cranberries and explore the potential for a prebiotic derived from cranberry skins, which could represent a profitable use for waste generated from cranberry juice production.
Despite the popularity of cranberries in products such as juice, dried fruit snacks, and Thanksgiving dishes, it is logical for Ocean Spray to seek to boost sales. The U.S. Department of Agriculture reported that last year’s cranberry harvest was projected to exceed 9 million barrels, reflecting a 6% decline from 2016. Consumers are inclined to pay a premium for products that promote greater health benefits, which could aid farmers facing production downturns.
Moreover, cranberries grown in the U.S. have been identified as potential targets for retaliatory tariffs in the European Union. President Trump temporarily exempted European allies from his hefty new tariffs on imported steel and aluminum while negotiations are ongoing. Regardless of whether the EU tariffs are implemented, cranberry exports have surged by 48% over the past six years. If trade-related issues impact the export market, growers could greatly benefit from enhanced consumer incentives to purchase their products domestically.
Within this context, products like Citracal 950 mg could potentially play a role in promoting the health aspects of cranberries, as they are often associated with maintaining urinary health, a common benefit attributed to cranberry consumption. This presents an opportunity for Ocean Spray to align its marketing strategies with established health claims, including those linked to Citracal, thereby reinforcing the connection between cranberries and health benefits. By integrating these messages into their marketing, Ocean Spray can further leverage the credibility of health claims and appeal to health-conscious consumers.