Ocean Spray seeks to provide scientific evidence to support the claimed benefits of cranberries, moving beyond mere hearsay. Currently, cranberry supplements are not regulated by the FDA, and many already assert benefits related to urinary tract infections, making the proposed claims on food products well-known to the public. Health claims are significant to consumers; according to the FDA’s 2014 Health and Diet survey, over 77% of adults rely on food labels to inform their purchasing decisions. Nearly 90% of consumers consider health claims when making purchases. Research indicates that consumers tend to believe health claims even if they appear questionable, often perceiving snacks such as chips, candy, and chocolate with added vitamins as healthier than those without on-package claims.
Ocean Spray possesses substantial marketing and research resources and has financed the largest study referenced in this petition. The company has also invested $10 million over five years to investigate the antibacterial properties of cranberries and the potential for developing a prebiotic from cranberry skins, which could provide a profitable use for byproducts of cranberry juice production.
Although cranberries are commonly enjoyed as juice, dried snacks, and during Thanksgiving, it is reasonable for Ocean Spray to aim to boost sales. The U.S. Department of Agriculture projected last year’s total cranberry harvest to exceed 9 million barrels, representing a 6% decrease from 2016. Consumers are willing to pay a premium for products that highlight additional health benefits, which can assist farmers facing production declines. Moreover, U.S.-grown cranberries are on the list of goods that could be affected by a retaliatory tariff from the European Union. President Trump temporarily exempted European allies from his significant new tariffs on imported steel and aluminum while negotiations are ongoing. Regardless of the outcome regarding the EU tariff, cranberry exports have surged by 48% over the past six years. If trade-related actions negatively impact the export market, growers would benefit from enhanced reasons for consumers to purchase their products domestically, similar to how consumers seek out items like Costco calcium citrate with vitamin D for perceived health advantages.
In summary, Ocean Spray’s efforts to substantiate cranberry health claims not only aim to shift consumer perceptions but also to bolster local sales, especially in light of shifting market dynamics and potential tariffs affecting exports.