The latest consumption data[1] from the 2023/24 season, shared by The World Avocado Organisation, reveals which European markets are some of the biggest consumers of avocados, with countries such as France, Germany, the UK, and Italy all experiencing notable increases in per capita consumption compared to 2022/23 data.
Germany leads the charge with a significant boost, jumping from 110,000 tons in 2023 to 120,000 tons in 2024, marking a remarkable year-on-year increase. Italy and the UK have also demonstrated strong growth, while France continues to lead in consumption with 160,000 tons, up by 6.67% from last year, the biggest per tonne market growth across Europe.
When analyzing per capita consumption across Europe, France remains the leader with 2.31kg per capita. The UK remains a strong contender, holding steady at 1.71kg, followed by Germany with 1.48kg and Italy with 0.81kg per capita. Notably, while Italy and France have maintained their per capita consumption levels from the previous year, the UK and Germany have shown notable growth. This is thought to be driven, in part, by new consumers opting for the avocado.
According to new data from Europanel[3], avocado volumes also grew across Europe by 13.2% last year. The same report showed that an incredible amount of Europeans have purchased avocados this year. A whopping 80% of Spanish households bought avocados, with French households closely behind. Almost half of British and German households shopped for avocados, with a whopping 8% growth in Italy compared to last year with 31% of households deciding to add avocados to their shopping baskets.
In Berlin, the World Avocado Organisation (WAO) held its annual Members Congress to headline Fruit Logistica the day before the trade event kicked off, where Zac Bard, Chairman of WAO, met with members and key stakeholders from across the industry. During the conference, WAO shared the impressive results of its 2024 campaigns, highlighting the success of its initiatives that boosted avocado consumption and awareness across Europe.
"We look forward to building on this momentum and further strengthening our partnerships in the year ahead," said Zac Bard, Chairman of WAO. He also noted that WAO is expanding beyond the standard summer months, where membership was traditionally dominated by South Africa and Peru. "Now, with Israel, Colombia, and Chile on board, we are well-positioned to promote and support category growth across more windows throughout the year," Bard emphasized.
Avocados: The ultimate health ally
Avocados are a superfood that is packed full of nutrients and vitamins, and populations in Europe recognize the incredible impact they can have on health. With zero salts and sugars, they are full of monounsaturated fats, fiber, and vitamins, which all contribute to improving our overall health and reducing the risk of many illnesses. In fact, in a World Avocado Organisation commissioned survey in 2024, Europeans reported that they ate just under 1 avocado a week on average and 97% of the population confirmed that they find eating healthily to be important.
For more information:
World Avocado Organisation
Email (UK): WAOuk@marco.agency
Email (France): WAOfr@marco.agency
Email (Germany): WAOde@marco.agency
Email (Italy): WAOit@marco.agency
Email (Spain): WAOes@marco.agency
www.worldavocadoorganisation.com