WAO conference hears how marketing initiatives help drive sales in key markets
European avocado consumption grew significantly in 2023/24, according to the latest data from the World Avocado Organisation (WAO).
The data, presented at the WAO’s annual members’ congress held the day before Fruit Logistica, shows consumption growth in major markets like Germany, France, the UK and Italy compared to 2022/23.
Avocado sales in Germany grew from 110,000 tonnes in 2023 to 120,000 tonnes last year, while Italy and the UK also showed strong growth. France topped the table with 160,000 tonnes, an increase of 6.67 per cent year-on-year.
Analysis of per capita consumption figures shows that France remains the leader with 2.31kg. The UK is second with 1.71kg, followed by Germany with 1.48kg and Italy with 0.81kg. It is worth noting that Italy and France maintained their per capita consumption from last year, while the UK and Germany saw a notable increase. It is believed that this is partly due to more consumers discovering avocados.
According to new data from Europanel, avocado sales increased by 13.2 per cent in volume across Europe last year. A sizeable 80 per cent of Spanish households bought avocados, closely followed by French households. Almost half of British and German households bought avocados, and in Italy the proportion of households adding avocados to their shopping basket grew 8 per cent compared to the previous year.
During its conference, the WAO highlighted the success of its marketing initiatives in increasing avocado consumption and awareness across Europe. The organisation also presented its strategic vision and ambitious plans for 2025, focusing on continued growth, innovation and collaboration, cementing its position as a driving force in the global avocado market.
WAO chairman Zac Bard said: “We look forward to building on this momentum and further strengthening our partnerships in the coming year. With Israel, Colombia and Chile on board, we are now well positioned to specifically promote and support the growth of this category in multiple time windows throughout the year”.
