UK demand for fresh pomegranates shows no signs of abating.
Retailer Sainsbury’s says its annual sales to date (late November) are up by 31 per cent year-on-year. And in the eight-week period between October and November, it saw a strong spike with both sales and volumes up 20 per cent over the prior period.
“Pomegranate seeds have become a fashionable addition to recipes, particularly as Middle Eastern dishes have grown in popularity,” explained a Sainsbury’s spokesperson.
Tesco, too, is seeing continued growth in its pomegranate deal. This year its Spanish pomegranate sales (which run mid-October to mid-December) are already almost double last year’s level, according to Laura Curtis, Tesco produce buying manager, melons and exotics.
Effective promotions helped drive this latest surge (Tesco ran a two-week 69p deal on its whole pomegranate pack, which usually retails at £1), Curtis explained. But cooking and health trends, as well as improved taste are behind the fruit’s burgeoning popularity in the UK, she said.
“Pomegranate has become increasingly popular for several reasons: one it’s seen as very fashionable at the moment – more and more restaurants and bars are using it in dishes and cocktails. Celebrity chefs are also increasingly including pomegranates in their recipes (both Jamie Oliver and Nigella Lawson include it in their new books). Also there appears to be a significant health movement taking place at the moment, with customers looking to make healthier choices for themselves and their families. Pomegranates are seen to be extremely healthy (good source of fibre, vitamin A, C, E, Iron and numerous other anti-toxins),” she said.
