POM Wonderful case study: creating sustainable growth in the superfruits market

Published by: Datamonitor

Published: Feb. 27, 2009 - 129 Pages

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

The rising awareness of health food and drink has driven relevant products to tremendous growth

The global market of food and drink products with health benefits has been expanding as consumers take the importance of a healthy diet on board

The rising attention to fruit and vegetable intake has fueled the growth of juice drinks, particularly premium fruit juices

The so-called superfruits have caught on to the health trend, at the same time providing sensory appeal

Pomegranate is one of the shiniest stars among superfruits

POM Wonderful: the drink has proven to be a success

The juice drink became a hit and opened the path to wide recognition of the fruit among US consumers

Extended product line also proves the success

Where it all went right: analyzing the success of POM Wonderful

Reaping the fruit of scientific researches and backing on natural antioxidants: building consumer trust

POM Wonderful keeps its marketing simple with easy to understand messages and no jargon

Stay focused: POM's product extensions are still based on the antioxidants derived from pomegranate

POM has successfully convinced consumers that it is worth the premium price

Facing uncertainty: implication of the economic downturn

Consumers are tightening their belts, but this does not mean the end of the health product boom

The drink is also hedging itself in the time of uncertainty

POM faces mounting challenges from competitors, but continued investment in marketing could help it retain its strong branding

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Tables

Table 1: Functional food and drink market value in Europe, the US and Asia Pacific, by country, 2002-2012 (US$ millions)

Table 2: Global market value of selected soft drinks by category, 2002-2012 (millions of US Dollars)

Table 3: Number of new products with a pomegranate flavor and products with pomegranate as an ingredient from selected categories, 2002 - 2009 (SKUs)

Table 4: Consumer survey: trust in health and nutritional claims made by food and drink manufacturers, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

Table 5: Consumer survey: importance of products recommended by a professional body on consumers' choice, in 15 countries across Europe, Asia Pacific, South America and the US, by country, 2008

List of Figures

Figure 1: Consumers' attitudes and behaviors towards diet are influencing manufacturers to launch products with a healthier image

Figure 2: Products with a pomegranate flavor and/or made with pomegranate have been on the increase over the past seven years

Figure 3: Current product lines of POM Wonderful includes fruit juice, tea, coffee, supplements and fresh fruit produce

Figure 4: The message in POM Wonderful's advertisements is simple to understand by consumers

Figure 5: Consumers are showing interest in food labeling but are deprived of time to pay attention to every detail

Figure 6: The RTD tea drinks launched after the juice drinks still use antioxidant in the copy and carry similar health messages

Figure 7: Marketing campaigns from Welch's and Innocent also focus on the natural goodness from fruit

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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