Cranberry Products Reach Smaller Chinese Cities as Popularity Grows

According to the latest report frominternational market research firm Nielsen, cranberry awareness in Chinareached as high as 67% on average in 2019, and over 50% in second-and third-tier cities. This goes toshow that the once exotic fruit is on its way to becoming commonplace in China.

Cranberry products are becoming more readily available. Nielsen’s survey consisted of interviews with more than 3,000 randomly selected consumers aged between 16 and 60 years oldfrom first-, second- and third-tier cities. The results showed 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. About 40% of consumers have been exposed to cranberry ads and other promotional activities, andthose consumers have acknowledged that the 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 to purchase cranberry products.

Flavor and attractive packaging arethe main criteria consumers are looking for in cranberry products, with mostconsumers regarding the fruit as a tasty, sweet and tangy snack. In addition todried cranberries, more and more consumers are buying cranberry baked goods,and consumption of cranberry sauces and beverages is also increasing.

The cranberry beverage market has tremendous potential, and in the past year, the recognition and consumption rates of cranberry drinks have increased significantly.

The most popular cranberry beverages tend to be juices, teas and yogurt drinks, with juice being the most popular cranberry drink among consumers, particularly due to its refreshing taste and rich vitamin content. For juices, consumers are looking for balanced percentage juice content and taste, as well as multiple choices for mixing with other fruits. For tea drinks, consumers prefer drinks containing pure cranberry juice, fruit cubes and multiple choices of tea base. For yogurt drinks,consumers expect yogurt containing pure cranberry juice paired with fruit cubes, cereal, etc. and with refrigerated transportation and storage. Additionally, carbonated cranberry drinks also have considerable market potential.  

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

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