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.”
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.”
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!
