Pom Wonderful overall sales have increased by 18% in the UK compared to last last year. This is quite a significant increase. What do you believe the reasons for this are?
Dominic Engels: We have seen a large increase in overall Pom Wonderful sales from last year largely due to increased distribution and the listing at Waitrose, which has been really successful. The introduction of the new Mango and Blueberry Pom Wonderful flavours, as well as fully integrated promotional activity, has also contributed to this growth.
What consumer trends have you seen over the last 12 months and how is Pom catering for these?
Engels: The key consumer trends we’ve seen are taste, health and quality. The full-bodied taste of fruit juice is what sets it apart from other soft drinks, and is really driving juice consumption.
Being directly derived from nature and strongly associated with health benefits, juices are often seen as a convenient substitute fruit.
The moments consumers set aside to drink juice are described as pleasure-oriented and indulgent, emphasising the impression that fruit juice is more special than water or soft drinks.
Pom Wonderful caters to these trends by setting the products apart through our unique packaging and distinctive colour. Being the only company that grows, harvests, processes and ships our own pomegranates, the brand is associated with high quality.
Pomegranate juice has a rare antioxidant profile not found in any other juice, as well as containing no sweeteners, colours, preservatives or added fruit juices. We ensure that there is no need to compromise on any of these key principles when buying a fruit juice.
Pom Wonderful, another recent addition to the French market, is already showing a strong performance, growing 80% in value in French hypermarkets and supermarkets during the last 12 months. Growth is partially due to increased distribution, but also to successful promotional activities. What do you believe makes a successful marketing campaign for health-related beverages such as Pom Wonderful?
Engels: Stringent European legislation has meant that health can no longer be a focus in our marketing campaigns. We are strongly investing in store activation, tastings, trade support and public relations.
Our target group consists of male and female gatekeepers aged 25-45. They are quality and health-conscious, fitting into the middle- to upper-class bracket and are looking for convenient and satisfying ways to get their ‘five a day’. These consumers are less likely to be budget-conscious, yet appreciate good value.
It is absolutely essential to fully understand the consumer and their Pom consumption moments in order to target them effectively.
What can we see from the company in terms of innovation over the next 12 months?
Engels: We have some exciting NPD in the pipeline that will really broaden our offer, and we look forward to announcing them when we can.
What do you believe will be the top three most popular trends in terms of consumer demand over the next 12 months?
Engels: We believe that high-quality juice will continue to be a priority for consumers, along with high added-value products that are healthy. Consumers are now looking for ‘superfruits’ which provide them with a wide range of benefits.
As taste continues to be crucial, innovative flavours will be of particular interest to consumers.
Dominic Engels is managing director, EMEA Wonderful Brands.
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