The pomegranate market is outperforming the total fruit and vegetable market by far, with growth being driven by more shoppers buying the fruit, which is now dubbed a superfood.
Data released by TNS Worldpanel shows that year on year, the total fresh produce market is growing at 4.7 per cent, while pomegranates are up 212 per cent in value sales from February 2006 to February 2007.
Tesco leads the market with a 39 per cent share, followed by Sainsbury’s which over-indexes with a 23.6 per cent share.
The UK’s number-two retailer Asda comes in a distant third with 12.7 per cent, only just ahead of Marks & Spencer, also over-indexing in fourth place with a 10.8 per cent share, and Morrisons in fifth place with 7.5 per cent ahead of Waitrose on 6.3 per cent.
“We have seen a lot of growth in the market,” said Mike Caddy of Agrexco UK. “But this is a market segment that did not exist two to three years ago.”
He believes that one of the factors driving the market are pomegranate arils in fresh-cut fruit mixes and selections. “This is a great way for consumers to try a new product and then move on to buying it on its own or whole,” said Caddy. “We have seen this with mangoes, for example.”
The variety selection has also played a big part. Agrexco sources Wonderful from Israel, but has also been working hard to fill a gap between April and August with fruit from Peru and India. “Once we get that gap filled, the product will be ready to really take off,” said Caddy. “We hope to have better continuity next year.”
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