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[Press Release] Cranberries Reach More Chinese Cities as Popularity Grows

May 14, 2020

This content was written on behalf of the Cranberry Marketing Committee, which promotes the worldwide use and consumption of U.S.-grown cranberries.

According to a recent report from international market research firm Nielsen, cranberry awareness in China reached as high as 67% on average and over 50% in second- and third-tier cities in 2019. This goes to show that this once exotic fruit is now on its way to becoming commonplace in China.

Cranberry products are becoming more readily available in China. The Nielsen survey consisted of interviews with more than 3,000 randomly selected consumers aged between 16 and 60 years old from first-, second- and third-tier cities throughout China. The results revealed that consumers are now significantly more aware of the variety of cranberry products available on the market, such as baked goods, dried fruit, sauces and drinks. Approximately 40% of consumers have been exposed to cranberry ads and other promotional activities, and these consumers have indicated that their main means of purchasing cranberries is still through supermarkets. In addition, e-commerce platforms have grown popular as a means for consumers to better understand and ultimately purchase cranberry products.

Flavor and attractive packaging are the main criteria consumers are looking for in cranberry products, with most consumers regarding the fruit as a tasty, sweet and tangy snack. In addition to dried cranberries, increasing numbers of consumers are buying cranberry-containing baked goods, and the consumption of cranberry sauces and beverages is also increasing.

The cranberry beverage market possesses tremendous potential, and in the past year the recognition and consumption rate of cranberry drinks have increased significantly. The most popular cranberry beverages tend to be juices, teas and yogurt drinks, with juices being the most preferred among consumers, particularly due to their refreshing taste and rich vitamin content. With respect to juices, consumers are looking for a balance between the percentage juice content and taste, as well as multiple options for mixing with other fruits. With respect to tea drinks, consumers prefer drinks containing pure cranberry juice, fruit cubes and multiple choices of tea base. Finally, with respect to yogurt drinks, consumers expect yogurt containing pure cranberry juice paired with fruit cubes, cereal or other items and with refrigerated transportation and storage. In addition, carbonated cranberry drinks are also expected to have considerable market potential.

In addition to their delicious and complex flavor, these small berries are also excellent sources of vitamin C and antioxidants. Chinese consumers see cranberries as not only a tasty food but also a manifestation of their pursuit of a healthy lifestyle.

Images: Pixabay

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