Eating mangoes

Demand for mangoes in the US has increased substantially since 2007, according to the National Mango Board’s (NMB) new Consumer Attitude and Usage Study.

Since the last research study was conducted in 2007, NMB said the market has seen increases in mango sales volume, the number of current purchasers, the incidence of people eating mangoes, as well as consumer satisfaction.

“These indicators point to strong results from NMB promotional efforts in consumer, retail and foodservice marketing programs,” the association claimed in a press release.

NMB said it has surpassed its 2011 goals by reaching nearly 950m consumers, generating a 117 per cent increase in mango volume, and reaching more than 5m foodservice professionals through foodservice publications as well as partnerships with strong foodservice organisations to promote fresh mangoes.

The percentage of current purchasers buying mangoes has also increased from 35 per cent in 2007 to 46 per cent in 2011.

Also, the incidence of people eating mangoes increased from 67 per cent in 2007 to 78 per cent in 2011.

“We are thrilled to see the impact our mango key messages and marketing programs have on retail and foodservice but ultimately, consumers,” said Megan McKenna, NMB's director of marketing.

“We want to eliminate barriers of uncertainty about mangos and encourage consumers to enjoy the benefits of the nutritious and tasty fruit.”

Consumer satisfaction in the quality of mangoes has also increased in current purchasers from 54 per cent in 2007 to 70 per cent in 2011.

NMB said its year-round retail promotions have helped shoppers gain more insight about how to choose and ripen mangoes, which has contributed to the improved customer experience.

Opportunities for expansion have also been revealed in the study results. One area of focus is the considerable portion (41 per cent) of consumers who have never purchased a mango.

“Knowing this piece of information will help tailor future outreach programs to get mangoes “top of mind” and encourage these shoppers to purchase a mango,” NMB said.

Mango availability per capita in the US has quadrupled since 1990 to an estimated 2.24 lbs per year in 2010, of which 770m lbs was imported, according to the organisation.

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