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CMC USA eyes India’s cranberry market

India’s emerging cranberry market has caught the eye of The Cranberry Marketing Association, USA. Spire Research and Consulting was commissioned by the Cranberry Marketing Committee (CMC) to explore the potential of the Indian consumer market. The findings were shared on Fresh Plaza’s website, including measures taken to create a niche market for US-grown cranberry and related products.

The Cranberry Marketing Association USA recently received grant support under the Emerging Markets Program (EMP) from the USDA’s Foreign Agricultural Service to commence a technical and educational program in India. Spire Research and Consulting was then tasked by the CMC to explore the potential of U.S.-grown cranberry and related products in India’s market.

Spire’s research clearly indicated that the market for cranberry products clustered around major Tier-1 cities in India; namely Kolkata, Mumbai, Bangalore and Delhi. This was primarily due to the presence of gourmet food stores and consumers with higher disposable incomes.

A series of technical seminars – targeted at Indian industrial ingredient users, such as nutraceutical manufacturers, large-scale baking chains and food & beverages processors – aimed to generate more awareness among Indian industrial buyers and product manufacturers. The seminars were designed to generate awareness and usage of cranberry products. This was achieved by educating attendees on the technical utility of cranberries with reference to details of forms and adaptable qualities. Needless to say, this would eventually build confidence amongst attendees to explore and launch new cranberry-related products.

India’s cranberry market is at an early stage of development – future growth opportunities remain to be seized.

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