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

Content

• 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