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Infografik: Die Punica-Oase trocknet aus | Statista

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Mit Punica verschwindet eine Traditionsmarke aus den Supermarkt-Regalen. Eigentümer PepsiCo hat die Produktion des beliebten Fruchtsaftgetränks schon im vergangenen Jahr ohne öffentliche Mitteilung eingestellt und verkauft nur noch die Restbestände – es sind die letzten Flaschen einer Marke, die seit den Siebzigern in Deutschland konsumiert wurde. Besonders die Werbespots um die “Punica-Oase” sind den Deutschen im Gedächtnis geblieben.

Die Werbebemühungen Punicas in den 90er-Jahren sind vermutlich auch der Grund, warum der Saft den meisten Deutschen ein Begriff ist. Laut Brand Profiler der Statista Consumer Insights kennen ganze 86 Prozent der Befragten die Marke Punica. 40 Prozent davon haben angegeben diese auch zu mögen. Weitere 29 Prozent der Umfrageteilnehmer:innen haben innerhalb der vergangenen 12 Monate vor der Befragung eine der vielen Sorten Punica getrunken. Die Mehrheit der Konsument:innen würde dies auch in Zukunft wieder tun, jedoch wird es mit sinkenden Restbeständen immer schwieriger nochmals in den Genuss zu kommen. Mittlerweile ist die Information um das Aus der Marke bei der breiten Bevölkerung angekommen. Kund:innen beginnen alle übrig gebliebenen Flaschen aufzukaufen und höchstprofitabel beispielsweise bei eBay weiter zu verkaufen.

Das Ende der Marke Punica begründet PepsiCo damit, dass sie nicht zur “strategischen Priorität” des Unternehmens passe. Vermutlich hat Punica in den letzten Jahren auch an Rentabilität eingebüßt, denn wie eine weitere Statista-Grafik verdeutlicht, hat der Konsum von Säften in Deutschland seit 2012 deutlich abgenommen. Pro-Kopf haben die Deutschen 2022 etwa 28,5 Liter Fruchtsäfte getrunken und damit etwa 16 Prozent weniger als zehn Jahre zuvor.

von
René Bocksch, 17.03.2023

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