Avocado Consumption Soars Across Europe

The Growing Appetite for Avocados: Cracking the Code in European Markets

Reaching for an avocado has become commonplace worldwide, and European consumers are no exception. The demand for this creamy, versatile fruit is skyrocketing, presenting a multitude of opportunities for the whole avocado journey – from farm to fork.

Speaking at the Global Avocado Summit 2024, Shelly Vorster, marketing director of the World Avocado Organisation (WAO) underscored the organization’s focus on fueling global avocado consumption.

“We are the voice of the industry, striving to reach consumers wherever they are – on phones, in homes, in all media channels. This is how we elevate avocado awareness and consumption,” said Vorster. “Investing in promotion expands the market, and that’s exactly what WAO aims to do.”

Understanding Consumer Preferences: A Data-Driven Approach

Data drives WAO’s strategy.

“We carefully analyze data to understand the European market by country and by supermarket,” Vorster explained. “We delve into understanding the European consumer – their age, social standing, location, how and why they consume avocados.”

Spain‘s Grip on Avocado Consumption

WAO Insights traced Spain as a leading avocado consumer within Europe. “A significantly high percentage of Spanish households make avocados a regular purchase.” Vorster added, “It’s a vibrant market with enormous potential.”

Italy: An Emerging Market Ripe for Growth

Italy proves itself another key focal point, showcasing strong growth potential. “While only 17% of Italian households currently include avocados in their purchases,” noted Vorster, “that number is increasing by 5% each year. This is the key information to impart.”

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What‌ are some key considerations for ⁣businesses aiming to enter the European⁣ avocado market?[1]​## The Growing Appetite for Avocados: Cracking the ⁣Code in European ‌Markets

**Host:** Welcome back to the show. Today, ⁢we’re diving into⁤ a topic that’s both delicious and ‌economically vital: the booming ​avocado market. Joining us is Shelly Vorster, marketing director of the World Avocado Organisation (WAO), to shed some light on​ the ever-growing European avocado‍ craze. Shelly,​ thanks for being here!

**Shelly Vorster:** ⁣ Thanks⁢ for having me!

**Host:** So, Shelly, avocados seem to be everywhere ⁣these days. What’s driving ​this surge in popularity,‌ particularly in Europe?

**Shelly Vorster:** Well, it’s⁣ a‌ confluence of factors. Health consciousness is‌ a big one. Europeans are increasingly aware of the nutritional benefits of avocados, like their ⁢healthy fats, fiber,‌ and potassium content.[[[1](https://www.freshfruitportal.com/news/2024/12/09/avocado-consumers-in-europe-focus-on-health/)]

**Host:** Absolutely.

**Shelly ⁤Vorster:** Beyond health, avocados are incredibly ⁢versatile, perfect for everything from toast to salads to smoothies. Their ⁣creamy texture and⁤ unique flavor profile make them a culinary favorite.

**Host:**⁤ You⁤ mentioned the ⁤rise in global production.⁤ How does that⁢ play into the European market?

**Shelly Vorster:** As production increases, it’s essential to ensure that demand keeps pace. ​[[[[

(https://www.freshfruitportal.com/news/2024/12/09/avocado-consumers-in-europe-focus-on-health/)]The WAO is committed to working with producers and​ retailers to communicate ⁤the value⁤ of avocados to European ​consumers, highlighting their health benefits, culinary versatility, and sustainability story.

**Host:** That makes​ sense. So, what are some key takeaways for anyone looking to tap into this burgeoning⁣ market?

**Shelly​ Vorster:** ​Understanding the‌ European consumer ‌is crucial. ‌They value quality, transparency, and⁤ sustainability. Marketing strategies need to emphasize these aspects, perhaps focusing on the origin of the avocados, the farming practices employed, and ​the health⁤ benefits they provide.

**Host:** ⁣Excellent advice. Shelly, thank you so much⁢ for your⁢ insights into the delicious world‍ of‍ avocados!

**Shelly ⁤Vorster:** My pleasure!