US cranberries gaining popularity in China

Not long ago, cranberries were an almost unheard of fruit in China. Today, U.S. grown cranberries are becoming a consumer-coveted fruit to those consumers who are seeking new foods for their increasingly broad culinary palettes and their growing interest in healthy eating habits.

Nielsen, one of the world’s largest market research agencies, was recently commissioned by the CMC to conduct interviews confirming that there is now on average 11% awareness of cranberries across tier 1 through 3 cities – double from two years ago. The tier by which a city is defined refers to key characteristics of the city, including its economic development, provincial GDP, advanced infrastructure, and historical and cultural significance. Over 3,000 Chinese consumers residing in Beijing, Shanghai, Guangzhou were interviewed along with respondents from 20 tier 2 and tier 3 cities.

“Increases in export volume of U.S. grown cranberries to China is a great indicator that what we and the U.S. cranberry industry are doing to increase demand for America’s Original Superfruit is having a positive impact,” said Scott J. Soares, Executive Director, of the Cranberry Marketing Committee (CMC) USA. “Furthermore, evidence of increased awareness for cranberries in China reaffirms that increases in awareness is a good indicator for increases in demand.”

Cranberry awareness was noted to be most driven through the observation of cranberry products in stores (average 37.7%) and online (average 24.7%). Awareness from observation at retail outlets was highest for tier 2 and 3 respondents; Internet observation was highest for tier 1 respondents.

The results validate CMC’s tactic focusing on retail, trade promotion and online work that initially focused on tier 1 cities followed by expansion to tier 2 and 3 cities where a larger and growing proportion of China’s population live.

To promote greater origin awareness, the CMC has proposed the piloting of a certification program that would promote the use of a recently trademarked “America’s Original Superfruit™” logo.

Since 2012, export volume of U.S. grown cranberries has risen 280% with consumer awareness of the cranberry doubling since 2013.

For more information about the CMC, visit www.uscranberries.com.