Mapping features of the global pomegranate market

The recent global trend of increased demand for pomegranates, whether as fresh fruit or as derived products, is growing at an impressive pace. It is considered to be the outcome of the many favorable effects on human health these products were found to possess. The global published information on production and trade of pomegranates and the fruit’s derivatives offers only an indistinct picture. This is due to the garden character of production in the leading producing countries (India, China and Iran). Often fruit is harvested from small, scattered plots with only a small number of trees. The fact that less than 10% of total production enters international trade exposes the industry to potential serious fluctuations: it is easy to significantly change the relative quantity entering trade by diverting even a small portion of production from domestic consumption to the international marketplace. The lecture presents the global distribution of the sources of supply. As a supplement, seasonal production is portrayed so that general supply is broken down by countries and months. Initially, we define the product “pomegranate” in those markets where the highest prices are obtained. The fruit is characterized by high variability, hence the definition is important. Cultivars, appearance, internal features (color, taste, softness of seeds, etc.) and other characteristics all cover a broad range. An important aspect of this market is the seasonal breakdown of the supply features, including prices determined, quantities supplied and their trends. In modern marketing the market favors brands and efficient positioning of a product. Among the famous brands in the pomegranate industry, the Californian line “POM Wonderful” - and the European juice “Pomegreat” are analyzed. It is of value to note - in addition to the fame, prices and reputation of these brands - the investment which has been needed to achieve their success stories. As an outcome of the previously presented characteristics of the market and the marketing of pomegranates and their derived products, an attempt is made to forecast the market situation for the coming years. The expectations are subjective and exposed to future general economic developments in both the western world, (North America, Europe and Japan) and the two giants - China and India.