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Consumers, Cranberries, and Cures:
What Consumers Know About
The Health Benefits Of Cranberries
by
Nora Ganim Barnes, Ph. D.
Chancellor Professor of Marketing
Director, Slade’s Ferry Bank Center for
Business Research
University of Massachusetts Dartmouth
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97%
of the respondents have tried eating/drinking a cranberry product.
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3% of the respondents have never tried
eating/drinking a cranberry product. 38% of these respondents did not
because their family never served them, 13% were not familiar with
them, 25% had never been served them, were not familiar with them, did
not have recipes for them, and thought they may be too tart, and 25%
of them have other reasons.
- 65% of the
respondents currently drink cranberry cocktails, 20% currently drink
blended cranberry cocktails, 48% currently drink 100% cranberry juice
blends, 13% currently eat dry, sweetened snacks, 71% currently eat
cranberry sauce, 22% currently eat baked products, 13% currently eat
fresh berries when available, 9% currently eat jam or jelly, and 7%
currently eat/drink cranberry salads, cranberry Jello, Cape Codders,
cranberry chutney, and cranberry relish.
- 98% of the
respondents who eat/drink cranberry products purchase them at the
supermarket, 3% at road-side stands, 4% at farmer’s markets, 31% at
convenience stores, and 3% from neighbors, at cranberry bogs, from
coffee shops, or from Ocean Spray.
- 35% of the
respondents who eat/drink cranberry products purchase them in
single-serving sizes, 83% in family sizes, 11% in value/bulk sizes, 2%
use them when served, and 7% by the pound, in bags, in jars, in cans,
14-15oz., or they pick them.
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91% of the respondents who eat/drink
cranberry products eat/drink them because of the taste, 68% because of
the health benefits, 38% because it is holiday tradition, and 5%
because of availability.
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10% of the respondents who eat/drink
cranberry products feel they definitely get the same health benefits
from any cranberry beverage, 36% feel they probably get the same, 40%
feel they possibly get the same, and 14% feel they definitely do not
get the same health benefits from any cranberry beverage.
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17% of the respondents who eat/drink
cranberry products think it is very important to buy the cranberry
juice with the highest percentage of cranberry in it, 53% think it is
somewhat important, 27% think it is somewhat unimportant, and 4% think
it is very unimportant.
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39% of the respondents who eat/drink
cranberry products think that all cranberry drinks have health
benefits, 22% think only drinks with more than 27% cranberry have
health benefits, 33% think drinks with at least 50% have health
benefits, and 6% think either 75%, 100%, 80%, or 25% cranberry had
health benefits.
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7% of the respondents who eat/drink
cranberry products are very aware of the heart health/ cardiovascular
benefits of cranberries, 27% are somewhat aware, 53% are somewhat
unaware, and 14% are very unaware.
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7% of the respondents who eat/drink
cranberry products are very aware of the anti-cancer benefits of
cranberries, 26% are somewhat aware, 55% are somewhat unaware, and 13%
are very unaware.
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5% of the respondents who eat/drink
cranberry products are very aware of the anti-ulcer benefits of
cranberries, 17% are somewhat aware, 56% are somewhat unaware, and 22%
are very unaware.
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1% of the respondents who eat/drink
cranberry products are very aware of the bladder health benefits of
cranberries, 46% are somewhat aware, 7% are somewhat unaware, and 6%
are very unaware.
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2% of the respondents who eat/drink
cranberry products are very aware of the dental health benefits of
cranberries, 13% are somewhat aware, 58% are somewhat unaware, and 27%
are very unaware.
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2% of the respondents who eat/drink
cranberry products are very aware of the anti-microbe benefits of
cranberries, 10% are somewhat aware, 60% are somewhat unaware, and 28%
are very unaware.
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24% of the respondents who eat/drink
cranberry products are very aware that cranberries provide Vitamin C,
49% are somewhat aware, 24% are somewhat unaware, and 4% are very
unaware.
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13% of the respondents who eat/drink
cranberry products are very aware of other benefits of cranberries
such as cystitis and prostate, 50% are aware, 13% are somewhat
unaware, and 25% are very unaware.
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36% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries,
from a physician’s office.
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36% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries,
from a pharmacy.
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4% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries from
health food stores.
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39% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries from
magazines.
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Of the 39% of respondents who learned of
the health benefits of cranberries from magazines, 2% were sports
magazines, 30% were health magazines, 8% were women’s magazines and 1%
were from Modern Maturity.
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6% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries from
the newspaper.
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3% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries,
from the Internet.
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2% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries from
the radio.
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4% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries from
a gym or fitness center.
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58% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries by
word of mouth.
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4% of the respondents who eat/drink
cranberry products, learned of the benefits of cranberries from
television.
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24% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries from
nutrition labels.
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5% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries from
product advertising.
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6% of the respondents who eat/drink
cranberry products, learned of the health benefits of cranberries in
other ways than those that were listed on the survey. These responses
were listed: newsletters, working in a hospital, family, pamphlets,
medical field work, Ocean Spray factory, education, health class,
health, hospitals, and vegetarian.
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4% of the respondents who eat/drink
cranberry products would be very likely to purchase cranberry
juice/drink at a sporting event, 22% likely, 7% unlikely, and 17% very
unlikely.
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2% of the respondents who eat/drink
cranberry products would be very likely to purchase cranberry
juice/drink while exercising, 22% likely, 56% unlikely, and 20% very
unlikely.
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8% of the respondents who eat/drink
cranberry products would be very likely to purchase cranberry
juice/drink at a restaurant, 66% likely, 17% unlikely, and 9% very
unlikely.
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15% of the respondents who
eat/drink a cranberry product would be very likely to purchase cranberry
juice/drink at a bar, 50% likely, 20% unlikely, and 16% very unlikely.
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8% of the respondents who eat/drink
cranberry products would be very likely to purchase a cranberry
juice/drink at a cafeteria, 43% likely, 32% unlikely, and 17% very
unlikely.
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17% of the respondents who eat/drink
cranberry products would be very likely to purchase a cranberry
juice/drink at a convenience store, 65% likely, 12% unlikely, and 6%
very unlikely.
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10% of the respondents who eat/drink
cranberry products would be very likely to purchase a cranberry
juice/drink at a location not specifically asked about in the survey.
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26% of the respondents are currently
active in playing sports, 37% run/jog, 64% walk, 9% swim, 40% go to
the gym, and 7% listed other activities. They were: biking, karate,
cyclist, military training, biking, gardening, skiing, therapeutic
exercise, camping, children’s events, aerobics, landscaping, coaching,
and dancing.
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18% of the respondents describe themselves
at very health conscious, 79% as somewhat health conscious, and 3% not
very health conscious.
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32% of the respondents take part in weight
loss programs, 79% maintain a healthy diet, 83% exercise, 15%
subscribe to health magazines, 11% shop at health food stores, and 8%
smoke.
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7% of the respondents were very interested
in receiving free health updates or a newsletter on cranberry
benefits, 44% were somewhat interested, 12% were not very interested,
and 38% were not interested at all.
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29% of the respondents who showed some
interest in a newsletter about the health benefits of cranberries
would like to pick it up at the grocery check out, 14% at the grocery
juice aisle, 12% the pharmacy, 9% the gym/health club, 31% email, and
6% said mail, does not matter, in a newspaper, or a magazine.
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22% of the respondents were 18-25, 22%
were 26-35, 20% were 36-45, 2% were 46-55, 6% were 55-65, and 9% were
over 65.
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39% of the respondents were male and 61%
were female.
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17% of the respondents’ household income
was under $30,000, 27% was $30,000-$50,000, 22% was $51,000-$70,000,
24% was $71,000-$90,000, 6% was $91,000-$110,000, and 3% was over
$110,000.
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2% of the respondents’ highest level of
education was less than high school, 15% high school, 33% some
college, 39% Bachelor’s Degree, 7% graduate school, and 4% post
graduate/ professional.
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33% of the respondents’ professions were
business related, 10% education related, 13% health related, 19%
service oriented, 3% government, 1% legal, 2% science/ high tech, and
20% listed others. They were: retired, Pastor, contractor,
construction, none, boating, counselor, musician, artist, unemployed,
student, social worker, bookkeeper, childcare, waitress, parent,
homemaker, engineer, real estate, research, service related,
carpentry, mechanic, and computer repairs.
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34% of the respondents’ marital status was
single, 57% married, 4% widowed, 5% divorced, and 1% separated.
Recommendations and Conclusion
The results of this study indicate
there is great potential for informing consumers about the health benefits
of cranberries. Most consumers we surveyed are unaware of most health
benefits of cranberry consumption and also unaware of the value of
different levels of cranberry juice concentration in a beverage.
Concurrently, it is clear that
many consumers have tried and like cranberry products. They purchase
these products from supermarkets, convenience stores, and vending
machines. Most of these consumers believe that cranberry juice is a
healthy product. They believe all forms of cranberry juice have health
benefits and do express some limited knowledge of UTI implications and
presence of Vitamin C.
Beyond these, few health benefits were known. Interestingly, this lack of
awareness permeates all consumers segments. Young and old, male and
female felt that benefits accrue from drinking any cranberry juice
regardless of the percent of juice present in the product.
Consumers in this study generally
described themselves as health conscious and active regardless of age and
gender. Most engaged in physical exercise, running, walking, jogging, or
weight loss in order to achieve a desired level of fitness.
The end result is a cranberry
consuming public, regardless of their age demographic, that views itself
as a particular type. They engage in a lifestyle, have a certain mindset
and have consumption patterns that are consistent with these. The
manifestation is somewhat different across generations, but not all
members of any particular generation share these health/ fitness
attitudes. In this study, we suggest three target populations that could
be considered sub-groups within generations linked by their attitudes and
lifestyles. (See Model 1, Consumer Model).
One group called the “Young and
Restless,” are identified as members of Generations X and Y who are
concerned with being active, challenged, and fit. This group that holds
great potential for the industry. Targeting the consumers most likely to
purchase cranberry products would appear to be a simplistic concept.
Unfortunately, these young generations are virtually untapped by the
existing marketing campaigns for cranberry products. Generation X is the
single largest group of consumers for all beverages- both alcoholic and
non-alcoholic.
The same is true for the segment
in the study called, “Forever Young.” This health conscious, active sub
group of Baby Boomers is substantial in size, yet not directly targeted by
the industry. One interesting fact is that these consumers are parents,
and close to 30% are grandparents. They buy health related products for
themselves and their families. This group appears to have enormous
financial potential as they move into the future. Securing them as
consumers now, could result in a 25-year market opportunity given their
potential longevity.
The segment of “Young at Heart,”
understands the UTI benefits and the anti-cancer/ ulcer benefits better
than other consumers. They were no more accurate however, in selecting
the percent of juice needed to obtain the health benefits. We suggest
that this segment be targeted in a more complete way. Males are equally
likely to consume the product, yet less likely to be targeted by the
industry.
It is suggested that these three
groups be fully addressed. In addition, it is also suggested that an
industry wide campaign promoting the value of cranberries be designed. A
generic campaign could stimulate demand and awareness that would be
beneficial for all involved. Our recommendations are broadly summarized
below:
Information dissemination:
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Targeting consumers with information:
Brochures, product stickers, product necklaces with information, web
sites, information at pharmacies, grocery checkouts, conferences, taste
testing, samples, advertising in all media forms.
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Targeting purchase locations with
information: Convenience stores, gyms/ fitness centers, vending machines
Using Relationship Marketing Strategies:
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Engage in Cause-Related Marketing
Campaigns with appropriate partners to further information dissemination
and image positioning
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Form Strategic Partnerships with
University of Massachusetts, Child Care centers, or others who could use
products and disseminate information
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Sponsorships of concerts and
entertainment events, promote on campuses, Freshman
orientations, spring breaks, health fairs, road races
Target Identified Consumer Segments to
Maximize Product Information Dissemination
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Young & Restless-
Internet, MTV, ESPN, product placement, magazines, physicians’ offices
(Vitamin C, energy, health, active life, style focus)
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Forever Young-
magazines, cable, CNN, gyms/ fitness
centers, commuter radio, billboards, (weight loss, fitness, appearance
focus)
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Young at Heart-
local newspaper, TV, radio, pharmacy
information, supermarket checkout, sampling (health focus)
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Generic promotions-
magazines, product placements, television (taste, health and energy focus)
As the cranberry industry searches
for ways to increase product demand and increase health benefit
information, it must look closely at its current communications. There is
an obvious lack of consumer awareness regarding health benefits.
Strategic, and specifically targeted campaigns, along with a strong
message, could leave consumers asking “Got Cranberries?”
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