UK: Pomegranate seeds still have ample room for growth

Pomegranates are turning heads in the UK. At a time when many prepared fruits have been challenged severely by the pandemic, sales of pomegranate seeds have experienced year-on-year double-digit growth. As such, the prepared pomegranate market is estimated to be worth around £30 million, with ample headroom for growth.

To discover the opportunities, PBUK spoke with PrepWorld, a specialist prepared fruit supplier to UK retailers, and the biggest supplier of prepared pomegranate packs. This spring, PrepWorld has launched a campaign called Poppin’ Poms to drive consumer awareness and retail sales.

In the UK today, most pomegranates are bought as seeds in a prepared pot, rather than the whole fruit, thanks to their ease of use and snackability. Ben Olins, CEO at PrepWorld: “It’s a fast-growing category on virtually every front. Pomegranate seeds weren’t really affected by the Covid-19 pandemic like other prepared fruits. In fact, it was a growth area.”

Overall, Olins says pomegranate seeds are a great “in-home product” thanks to being “convenient, incredibly tasty and very versatile”. “With more people being at home in the last year they have been buying packs of prepared fruit and salads, so sales [of pomegranate seeds] have grown,” he comments.

PrepWorld estimates that the UK retail market for pomegranate seeds is worth roughly £30 million. Growth has been led by larger pack formats as a result of increased in-home consumption occasions driven by the pandemic. Typical single-serve packs weigh 80 grams (g) or 100g, while the larger multiple-portion packs weigh 200g, 250g or 350g. The product is available at all the main UK retailers.

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