Cranberries Market Analysis North America, Europe, APAC, South America, Middle East and Africa - US, Canada, The Netherlands, Germany, Chile - Size and Forecast 2024-2028

Cranberries Market Size 2024-2028 

The cranberries market size is forecast to increase by USD 1.85 billion and is estimated to grow at a CAGR of 2.44% between 2023 and 2028. Cranberries are not only known for their tangy taste but also for their significant medicinal value. Rich in vitamin C, fiber, and antioxidants, cranberries have been used traditionally to prevent urinary tract infections and promote heart health. The government recognizes the importance of sustainable cranberry production and offers support through various initiatives, such as research grants and agricultural programs. The food processing industry is witnessing an increasing demand for cranberries due to their health benefits and versatility in various food applications, from juices and sauces to baked goods and supplements. This trend is expected to continue, making cranberry farming a profitable and sustainable business opportunity.

What will be the Size of the Market During the Forecast Period?

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Market Dynamic and Customer Landscape

The market encompasses various forms of this perennial crop, including juice, jams, jellies, sauces, dried cranberries, powders, extracts, and fresh cranberries. Cranberries are known for their medicinal value, with antioxidant and anti-inflammatory properties derived from phytochemicals. These health benefits have led to the use of cranberries in various processing industries and applications, such as beverages, cosmetics, and sustainable agricultural techniques. Fresh cranberries are often used to make juice, while ground and mashed cranberries are used in sauces and jellies. Dried cranberries are a popular healthy snack, and cranberry powders and extracts are used in the food and beverage industry for their antioxidant features. Cranberries are also used in the production of non-GMO fruits and non-processed food products. Cranberries are rich in Vitamin C and have been linked to bladder health and cardiovascular disease prevention. Companies like Ocean Spray are major players in the market, offering a range of cranberry products. With increasing consumer awareness of the health benefits of cranberries, the market is expected to grow, driven by the demand for natural and healthy food and beverage options. Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver

Medicinal value of cranberries is notably driving market growth. Cranberries, recognized as a superfood, offer medicinal, functional, and nutritional benefits, making them a popular choice for preventing, alleviating, or healing various illnesses. Their antioxidant properties and rich nutrient content contribute to protecting against liver disease, lowering blood pressure, enhancing eyesight, and improving cardiovascular health.

Moreover, the bioactive compound, proanthocyanidins, present in cranberries, is linked to these health benefits. Consumer awareness regarding the health advantages of cranberries is on the rise, leading to market growth during the forecast period. 

Significant Market Trends

Growing demand for organically cultivated cranberries is the key trend in the market. Cranberries, a popular food item and a key ingredient in various drinks and supplements have gained significant attention due to their nutritional advantages and antioxidant qualities. However, high cultivation expenditures and customer tastes have influenced agricultural techniques, leading to both genetically modified and non-genetically modified cranberries.

Moreover, while genetically modified cranberries offer increased yield and productivity, consumer concerns over potential side effects have driven a growing demand for non-GMO cranberries. The food and beverage industry, in response, is increasingly relying on farmers and commodity traders who produce and sell non-GMO cranberries to create clean-label, nutritional, and healthy food products. Thus, such trends will shape the growth of the market during the forecast period.

Major Market Challenge

Increase in logistics and distribution challenges is the major challenge that affects the growth of the market. Cranberries are a nutritious food known for their antioxidant qualities, making them a popular choice for preventing various illnesses. However, the high cultivation expenditures necessitate producers to set appropriate prices to maintain profitability. Retail stores, including supermarkets and large discount or convenience chains, are significant distribution channels.

However,  cranberry producers encounter challenges in pricing due to the retail sector's low profit margins. Logistical and distribution issues pose challenges for cranberry producers. These include order processing complexities, inventory management, and freight transportation. These problems can stem from insufficient storage facilities, transportation difficulties, an extended supply chain, market malpractices, and a paucity of market-related information. Hence, such factors are hindering the growth of the segment during the forecast period.

Exclusive Customer Landscape

The market forecasting report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Badger State Fruit Processing Inc: The company offers sweetened dried cranberries that are made from matured and cleaned premium cranberries.

The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Canneberge Quebec Inc.
• Cape Blanco Cranberries Inc.
• Cape Cod Select
• Decas Cranberry Products Inc.
• Fresh Meadows Cranberries
• Fruit dOr
• Habelman Bros. Co.
• Honestly Cranberry
• Mariana Co
• Meduri Farms Inc.
• Michigan Cranberry Co.
• Muskoka Lakes Farm and Winery
• New England Cranberry
• Ocean Spray Cranberries Inc.
• Seaview Cranberries Inc.
• Sundance Vitamins LLC
• Sunorganic Industries Pvt. Ltd.
• Vivial Media Holdings Inc.
• Wetherby Cranberry Co.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Market Segmentation

By Type 

The juice segment is estimated to witness significant growth during the forecast period. Cranberries, derived from the Vaccinium macrocarpon and Vaccinium oxycoccus species, are a perennial crop native to North America and Europe, respectively. These fruits are celebrated for their medicinal value, with cranberry juice being a popular choice for consumers seeking health benefits.

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The juice segment was the largest segment and valued at USD 5.57 billion in 2018. Rich in antioxidants and anti-inflammatory properties, cranberries are known to contain various phytochemicals, including proanthocyanidins and vitamin C. Processing industries utilize cranberries to produce juices, jams, jellies, sauces, dried cranberries, powders, extracts, and other products. Hence, such factors are fuelling the growth of this segment during the forecast period.

Regional Analysis

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North America is estimated to contribute 33% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. Cranberries are a perennial crop known for their medicinal value and are rich in phytochemicals, including antioxidants and anti-inflammatory properties. These berries are widely used in various food processing industries to produce juices, jams, jellies, sauces, and dried cranberries in the form of powders, extracts, and sweetened dried cranberries. Fresh cranberries and ground cranberries are used in baking, while dried cranberries are often added to dried meats and used in poultices and medicinal teas. Cranberries are also used as natural dyes and in the production of beverages, cosmetics, and urinary tract infection treatments. Hence, such factors are driving the market in North America during the forecast period.

Segment Overview

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion " for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.

• Type Outlook
  • Juice
  • Food
  • Fresh fruit
  • Others
• Region Outlook
  • North America
    • The U.S.
    • Canada
  • Europe
    • U.K.
    • Germany
    • France
    • Rest of Europe
  • APAC
    • China
    • India
  • Middle East & Africa
    • Saudi Arabia
    • South Africa
    • Rest of the Middle East & Africa

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Market Analyst Overview

An Overview of the Juicy Perennial Crop with Antioxidant and Anti-inflammatory Properties Cranberries, a perennial crop, are known for their distinctive tart taste and vibrant red color. This small, round fruit is not only a popular ingredient in various food and beverage applications but also holds significant medicinal value. Cranberries are rich in phytochemicals, including antioxidants and anti-inflammatory properties, making them a desirable addition to the food industry. Processing industries utilize cranberries to produce various products such as juices, jams, jellies, sauces, dried cranberries, powders, extracts, and more. The market landscape depends on the Dried meat, Anti-inflammatory qualities, Processed food, Non-GMO fruits, Bread items, Alcoholic drinks, Government backing, Urinary tract health benefits, and Commercial. These products find applications in various sectors, including food, cosmetics, and pharmaceuticals. Cranberries are used to make medicinal teas for treating urinary tract infections, poultices for wound healing, and dyes for food and textiles.

Moreover, the demand for cranberries is driven by their health benefits, particularly in addressing chronic diseases like cardiovascular disease and diabetes. Cranberries are also used as a healthy snack due to their antioxidant features and anti-inflammatory qualities. However, factors like weather fluctuation and pests can impact the crop yield, leading to price fluctuations. Major players in the cranberry market include Ocean Spray, with its focus on sustainable agricultural techniques and non-GMO fruits. The market is expected to grow due to the increasing awareness of cranberries' health benefits and the development of new product offerings. However, the use of genetic modification in cranberries remains a topic of debate, with some consumers preferring non-GMO fruits. In conclusion, the cranberry market is a dynamic and evolving industry, driven by consumer demand for healthy, natural, and functional food products. The market is expected to continue growing, with innovations in processing techniques, product development, and sustainable farming practices shaping its future.

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What are the Key Data Covered in this Market Research Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2023 and 2028
• Precise estimation of the size of the market  and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behavior
• Growth of the market across North America, Europe, APAC, South America, and Middle East and Africa
• Thorough analysis of the market’s competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies