The National Mango Board (NMB) says US mango sales grew strongly in both volume and value terms in 2013. Each year, the NMB partners with Nielsen-Perishables Group to publish the Mango Performance Benchmark Report, which provides a comparison between the product’s 2013 performance at retail to the previous year. The most recent version shows that mango dollar sales per store per week increased by 13.8 per cent in 2013 to US$214. The volume of mangoes sold per week, per store rose by 14.6 per cent last year to 212 pieces of fruit.
Fresh-cut mango sales registered the highest growth, rising by 62 per cent in 2013 to US$47. Organic mangoes made up just over 2 per cent of total mango dollars in 2013, a slight increase on the previous year. Overall, the fruit accounted for 39 per cent of sales in the tropical fruit category.
The NMB reported that its consumer marketing campaign has got off to a strong start in 2014. “We blew our first quarter goals out of the water with strong national print media coverage in popular magazines,” the organisation said.
The NMB calculates the effectiveness of its consumer programme by measuring impressions – the estimated number of times a mango message has been seen via print, broadcast and online stories. The figures showed that impressions in the first quarter reached 422m, far exceeding the organisation’s goal of 157m.
Retail promotions were also up 52 per cent on the previous year, with 189 demonstration events being carried out in 3,024 stores.
