Cherry juices ripen their superfruit status

Cherries have long been appreciated for their taste, but growing evidence about their health benefits is now putting them squarely in the frame for “superfruit” status and they are increasingly being used in juices and juice drink blends. Although orange and apple still dominate globally, ahead of mango and grape, cherry did feature in about 7% of the juice and juice drink launches recorded by Innova Market Insights in 2011, up from 4% five years previously.
Research has established that cherries, particularly sour or tart cherries, have a high antioxidant content, and that claim is increasingly being used. Newer research, focusing on potential benefits in terms of reducing inflammation, painkilling properties and improving sleep quality is being published and publicized, and may already be adding impetus to sales, as consumer awareness rises.

Developments have been particularly marked in the US, where tart cherries are a traditional American fruit. North American accounted for 16% of juice drink launches containing cherry, but as well as the more traditional blended products, there have been an increasing number focusing on more specialist cherry juice lines with a strong 
health image. Cherry is also becoming a more popular flavor in launches in Europe, accounting for over 50% of the 2011 global total, led by the UK and Germany. 

“Cherry juices are clearly increasing in popularity  and increasingly carrying a ‘superfruits’ branding in  the wake of a growing body of research linking sour cherries to a whole range of  health benefits,” said Lu Ann Williams, research manager for Innova Market Insights.

“This, combined with their unique sweet-sour taste properties, looks set to boost demand and carry cherries still further up the rankings in terms of soft drinks flavor use,” she concluded.