When coupled with the four percentage points the category gained from 2011-12, it’s clear the category is seeing good growth.
Part of that growth is directly linked to the Pom Wonderful’s branded marketing efforts, said Marc Seguin, vice president of marketing for Los Angeles-based Pom Wonderful.
“Research demonstrates that a branded pomegranate will outsell a traditional unbranded product from 50% to 75%,” Seguin said.
To take advantage of this trend, Pom Wonderful is trying to leverage its displays to catch consumer attention.
“Branded pomegranates really do work. The product is still fairly new to consumers, so if they get it from a company they know, they have that level of trust about what’s inside,” Seguin said.
Pom Wonderful’s in-store displays are focused around creating cart-stopping displays that clearly show the brand and convey the message that pomegranates are sweet, unique and “wonderful,” Seguin said.
“You need to create a good display that’s visually attractive so it gets consumers’ attention right as they enter the produce department,” he said.
The company has two sets of display options, which have been upgraded with new graphics for this year, a “good and sweet” theme for the beginning of the season, and “season’s sweetings” for the holidays.
“We try to keep the message timely but stay focused on what makes Pom Wonderful unique,” Seguin said.
This year, Pom Wonderful added a quarter-pallet case stacker display option.
The smaller size is easier to move around, Seguin said.
“It allows us to maximize the number of displays in a retail location,” he said.
The company also offers a variety of other display bins and sizes.
“We have display options for every store footprint. You have to have a display that fits the traffic of the store as well as the physical footprint of available space,” Seguin said.
Crown Jewels Produce, Fresno, Calif., also has a display bin.
“It’s very dynamic and a real show piece. When you come into the store and see the bin, consumers want to try one, even if they’ve never had one before,” said Atomic Torosian, managing partner.
The company began using the bin last season.
Pricing is also important in marketing pomegranates.
“We also need to make sure we get a hot price point. We want to create a reason for consumers to come over to the display and interact,” Seguin said.
Pom Wonderful has extensive coupon promotions planned for the upcoming season, which Seguin hopes will help generate excitement around the product, as well as other of the company’s brands.
The company has a free-standing newspaper insert planned for early in the season as well as in December around the holidays.
“We have a massive coupon event planned across all the Wonderful brands for Dec. 9, with the poms included to drive demand all the way through the end of the year,” Seguin said.
He thinks that the combination of marketing techniques will help drive pomegranate sales.
“All of these things combined will really create explosive potential for high sales at the retail level and the pomegranate can become more than just a niche product but a revenue driver,” Seguin said.
Bill Purewal, president of Selma, Calif.-based PureFresh Sales Inc., said pricing is the key to getting more retail sales and is even more important than finding the perfect place to display pomegranates.
“Each retailer is different and some prefer bins and others prefer to put them on the shelf. I don’t think it matters where we put them. The value is the price we sell them at,” he said.
Offering multiple-item discounts has been effective for PureFresh.
“We always try to get two for $5 or even two for $3 at the peak of the season for the consumer to get the best value,” Purewal said.