The avocado and mango sectors are experiencing a surge in the U.S. market, highlighted by record retail sales and an expanding consumer base. In 2024, the avocado category saw an increase of $546 million in sales, while mangos added $16 million. This growth underscores the financial impact these fruits have on the retail sector.
Avocado consumption reached a new high in U.S. households post-COVID, with a 70% purchase rate, marking a 1.1-point increase from the previous year. Despite this growth, there remains a substantial opportunity to enhance demand in less penetrated U.S. regions such as the Midwest and South. On the other hand, mangos are bought by 36% of U.S. households, with a notable portion of these consumers making only a single purchase annually, indicating potential for market expansion through targeting new customers and encouraging repeat purchases.
Value packs have emerged as a popular option among consumers, with club and mass stores accounting for 17% of avocado and 18% of mango expenditures. This trend towards budget-friendly options suggests a strategic opportunity for retailers to attract price-sensitive consumers seeking nutritious options.
The overall increase in produce volume by 3.8% in 2024 reflects a growing consumer preference for healthy eating. Avocados and mangos, being nutrient-dense, benefit from this trend, with health-focused promotions potentially driving further sales.
Generation Z represents a significant and growing demographic for the avocado market, with nearly half of Gen Z households purchasing avocados. This demographic shift indicates a promising future for the category, with Gen Z's purchasing power expected to substantially contribute to avocado sales.
With strategic initiatives aimed at increasing household penetration, encouraging repeat purchases, and leveraging key sales periods like the Big Game in February, the avocado and mango categories are well-positioned for continued growth in 2025.
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