Cranberries Market Size, Share, Opportunities, And Trends By Product Type (Fresh Fruits, Freeze Dried, Air Dried, Others), By Nature (Conventional, Organic), By End-User (Bakery, Confectionaries, Dairy Products, Beverages, Cereals, Others), And By Geography - Forecasts From 2024 To 2029

The cranberries market was valued at US$3.059 billion in 2022 which is anticipated to grow at a CAGR of 3.11% holding US$3.789 billion in 2029.

Growing awareness of the health benefits of cranberry and the growth in diversified product ranges like beverages and cosmetics are fueling the market growth. Sustainable agricultural techniques appeal to environmentally concerned consumers, assuring long-term market sustainability. Furthermore, effective marketing initiatives and alliances promote customer awareness and market growth. Overall, these factors combine to propel the cranberry market ahead, both locally and globally.

Introduction

Cranberries are little berries that grow on green bushes, especially in boggy and swampy places. These are always very acidic. They are found naturally in the North American region. Of the most notable cranberries' contribution is their rawness red color which is done in different ways such as fresh juicing and drying. They carry lots of antioxidants and are well known for the benefits of bladder health and vitamin C. It is used in many recipes worldwide like baking, cooking, and as decoration.

Production of cranberries

The production of the cranberry plants in 2021 was significant. USA NASS 2022 statistically indicated that Wisconsin led in cranberry harvest with 59%, thus making it the number one state in producing cranberries at that time. In total cranberries (including large and small bishop varieties) were harvested from the area of 38,100 acres in 2021, reaching 185.7 barrels per acre average yield. 

Additionally, $272 million was the total value of cranberries produced in 2020 in the US, with 94.9 percent of this value coming from processed cranberries. In the country, there is a limited number of growers/processors who established themselves as the top players in the domestic cranberry market. For instance, Ocean Spray is a cooperative of more than 600 growers.

Market Drivers:

• Medicinal value of cranberries

The medicinal benefits provided by cranberries are one of the most significant factors fueling the market. For instance, their anti-inflammatory qualities and antioxidant features render them immune-supporting and beneficial for metabolic, and cardiovascular health. The antioxidant phytochemicals in cranberries help avoid the onset of oxidative cell damage by preventing the onset of diseases. Owing to this, it is anticipated that the cranberry market size will be positively affected significantly by numerous health advantages offered by cranberry over the forecast period.

• Increase in utilization of cranberries in the processing industry

There is a growing consumption rate for cranberries largely via the processors in Northern America which in turn leads to growth in its demand. Cranberries are used to make processed food including juices, jams raisins, tennis match, jelly, ketchup, crackers, powder, extracts, etc. The Native People use cranberries in different ways, such as garnishing after cooking, bread-making, and for Lye (alkaline washing soda) steaming.

The demand for dried cranberries is rising for several products including cranberry poultices, therapeutic teas, and colors. These factors are anticipated to surge the cranberry market growth.

• Growing demand for organically cultivated cranberries

The non-genetic modification crisis has occurred, as clients fear what might be, the future of genetically modified cranberries is growing and so will the cranberries market. The main players in the food and beverage industry accumulate their products from weed cultivators who are responsible for growing and selling non-GMO fruits. They then use these clean-label, nutrient-dense, and healthy ingredients for the manufacturing of a variety of items.

• Rising consumption of on-the-go snack

The market for dried cranberries has surged with a rising healthy snack market. Additionally, the increasing consumer knowledge about the health issues among sugary treats, for example, cardiovascular disease, diabetes, and other chronic diseases are anticipated to be one of the major drivers for the rising demand for this food. Growing demand for time-saving healthy eating practices along with a hectic lifestyle is among the key trends of the dried cranberries market in the entire world.

Market Restraints:

The North American cranberry market has issues such as weather fluctuation, pests, and illnesses, which affect production stability and pricing. High cultivation expenditures, including irrigation and labor charges, may affect producers' profitability. Furthermore, alternative berries pose a challenge to market share, as do changing customer tastes.

North America is the fastest-growing market

The North American cranberry industry is being fueled by changing customer tastes for healthier meals and cranberry's nutritional advantages. The growing demand for cranberry-based goods such as drinks and supplements drives market expansion. Expanded uses in bread items and alcoholic drinks open up new business potential. Advances in agricultural techniques, along with government backing, increase output efficiency. Besides that, the growing understanding of sustainable farming techniques is consistent with consumer ideals. In addition to this, cranberry's antioxidant qualities and urinary tract health benefits add to its appeal.

Favorable policies support cranberry production, hence facilitating market development. Overall, these elements help to drive the North American cranberry industry ahead. Moreover, the world's top two cranberry producers are the United States and Canada. According to the USD’s National Agricultural Statistical Service, in 2021, 6,782 thousand barrels of processed cranberries were produced in the United States.

Company Products

• CRAISINS® DRIED CRANBERRIES, originally dried cranberries, flavors of dried cranberries, and whole and juicy dried cranberries are offered by Ocean Spray.

Market Developments

• In January 2024, Absolut® officially introduced the Absolut and Ocean Spray® Vodka Cranberry cocktail in ready-to-drink (RTD) format, which is available in the United States.
• In January 2024, Ocean Spray Cranberries, Inc. unveiled a new brand identity that is set to create ripples. Throughout the process, the idea of being "wildly uncommon" drove the strategy, guiding the brand's new approach to culture, innovation, and customer engagement.
• In May 2023, to create a line of delicious delights produced from genuine fruit, The Hershey Company and Ocean Spray Cranberries, Inc., joined forces. With Milk Chocolate Dipped Cranberry Bites and Dark Chocolate Dipped Cherry Infused Cranberry Bites, the new snack collection offers a delectable chocolate experience.
• In February 2022, Canomiks, and Ocean Spray Cranberries, Inc., announced research utilizing Canomiks' A.I.-based technology platform to test and certify the biological efficacy of the cranberry. The partnership was formed to promote innovative technological adoption in Ocean’s cranberry production.

Segmentation:

• By Product Type
  • Fresh Fruits
  • Freeze Dried
  • Air Dried
  • Others
• By Nature
  • Conventional
  • Organic
• By End-User
  • Bakery
  • Confectionaries
  • Dairy Products
  • Beverages
  • Cereals
  • Others
• By Geography
  • North America
    • USA
    • Canada
    • Mexico
  • South America
    • Brazil
    • Argentina
    • Others 
  • Europe
    • United Kingdom
    • Germany
    • France
    • Spain
    • Others 
  • Middle East and Africa
    • Saudi Arabia
    • UAE
    • Israel
    • Others 
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Taiwan
    • Thailand
    • Indonesia
    • Others