Why shoppers seek these tiny jewels of the produce aisle

Pomegranates are a seasonal jewel in grocery stores, driven by consumer demand for its flavor and health benefits. The introduction of arils elevated the fruit's popularity even more with its ease of use.


Seasonal varieties

Pomegranates are nutritional powerhouses, low in calories and fat — yet high in fiber, vitamins and minerals — making it a great option for fall consumption.

According to the Agricultural Marketing Resource Center, pomegranates are not only attractive with their deep red color and royal crown, but its "sweet-sour flavor and high antioxidant content are more reasons why manufacturers and consumers alike are mesmerized by the pomegranate.”

“We exclusively grow and sell Wonderful variety pomegranates grown in California," said Jennifer Hirano, vice president of marketing for POM Wonderful. "Quality is of the utmost importance to us and Wonderful pomegranates are the premium pomegranate variety — known for their large size, beautiful dark ruby red color and sweet yet tart flavor.”

Bari Produce President Justin Bedwell says the company sells three varieties: Early Foothill, Early Wonderful and Wonderful varieties.

“Timing is the unique factor for the first two,” Bedwell said. “We thin both varieties to help give us better-sized fruit, but just having fruit that last week of August is so important to kick off our season. Still, the Wonderful variety is the king in regards to size, color and flavor.”

The convenience of arils

Pomegranate arils offer a convenient and ready-to-eat option for consumers, making it easy to enjoy the vibrant flavors and health benefits without the hassle of peeling and deseeding.

“POM Wonderful's California arils are available October through February each year. We are also excited to offer a limited import arils program in the spring and early summer with fruit from South America that maintains POM Wonderful's high-quality standards," Hirano said.

Sun Belle Director of Business Development Ken Hopps says the company's pomegranates arils, available in conventional (Sun Belle) and organic (Green Belle) versions, receive a favorable response due to the convenience of the packaging in 4.4 ounce cups with resealable labels.

The Peruvian pomegranates undergo a unique ultraviolent light treatment that kills pathogens and extends their shelf life by removing excess water and moisture, Hopps said. The domestic California pomegranates do not use this process.

Hopps said the California season runs from mid-October to the end of January, when the company switches to its Peruvian pomegranates.

“The arils have a favorable response because consumers love the convenience. They know that even if they don't finish the cups in one sitting they can put it back in the fridge with its resealable container and it's fresh until the next time,” Hopps said.


In-store marketing

Displays are the best driver of pomegranate arils, Hirano says.

“Since fresh pomegranates are only available from October through January and are typically purchased on impulse, having a strong display section at the front of the produce section is a great way to optimize sales and signal that fresh pomegranate season has started," Hirano said. “For our POM Wonderful fresh pomegranates, we have a large bin with eye-catching graphics that highlight our full family of products, aka The Antioxidant Superpowers.

“Retailers can leverage the branded packaging and high-graphic in-store point-of-sale displays, including bin bases, posters and balloons to drive impulse pomegranate purchases," Hirano continued.


Give shoppers a road map

“Finding our POM arils in-store varies by location so consumers often don't know where to look,” Hirano said. “To solve this, we've developed new POS to call out where they're located so customers can easily find them — which can be merchandised with our fresh pomegranate bins or with our POM juice.”


Consumer trends

While fresh pomegranates are a solid fall produce item, Bedwell says, having juice and arils components in the store helps add to that popularity.

“Health trends also continue to push the popularity of pomegranates with consumers,” Bedwell said.

“Since the holidays take place throughout fresh pomegranate season, this is a great time to showcase the versatility of pomegranates and different usage occasions," Hirano said. "Consumers often seek unique culinary ingredients to spruce up meals such as salads, smoothies, yogurt and charcuterie boards — or as a festive garnish for holiday cocktails and mocktails for that perfect ruby red pop of color.

“POM arils are also a great replacement for summer berries, with antioxidant health benefits as a bonus," Hirano continued. "We typically see use of POM arils and POM juice during key fall holidays like Rosh Hashanah, Halloween and Thanksgiving, as the ruby red color adds a vibrant addition to consumers' favorite drinks and dishes.”

Whether whole or arils, pomegranates are a bright fruit for the holidays and beyond.