Cranberry Sales Rocket in Poland

Cranberry’s dual health promise also creates a huge consumer pull. Government-driven health education campaigns and high profile media stories are driving Polish consumers to make improvements in their diet.

02/05/08 Ocean Spray Ingredient Technology Group (ITG) has announced exponential growth of sweetened dried cranberries (SDCs) in Poland. According to the company, over the last two years sales are up 330 per cent and this figure is expected to rise further by the end of 2008. Popular applications include single snack packs and trail mixes, cereals, cereal bars, confectionery and bakery products.

SDCs are valued for the taste, colour and health benefits they can add to a wide variety of foods. Their versatility offers a key benefit for manufacturers wishing to innovate and, product innovations are welcomed by Polish consumers . As in markets across the globe, cranberry’s versatility has allowed manufacturers to incorporate SDCs into traditional Polish dishes. Makowiec, for example, a typical Polish baked good, can be easily adapted to include SDCs, and offer a new twist on the celebrated local delicacy.

Cranberry’s dual health promise also creates a huge consumer pull. Government-driven health education campaigns and high profile media stories are driving Polish consumers to make improvements in their diet. Market specialists have indicated that products offering healthy properties will have the advantage over less nutritional alternatives (Eurmonitor). The wealth of scientific evidence to support the cranberry’s wide-ranging health benefits helps add considerable weight to Polish food manufacturers’ better-for-you and functional food marketing initiatives.

Kristen Borsari, senior manager, global marketing at Ocean Spray ITG, commented: “Poland is an example of the massive growth potential of emerging cranberry markets. The success undoubtedly owes much to cranberries’ versatility and originality. The fruit works well across many different categories, from bakery and cereals to more unusual applications such as salad toppings, and can add a modern twist to local dishes. As health and wellness is a global phenomenon, the nutritional benefits offered by cranberries appeal to consumers all over the world. As consumer interest in the North American berry rises the world over, we are seeing exciting new product launches from Poland to China and almost everywhere in between.”