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US: National Mango Board report reveals increase in movementThe National Mango Board’s (NMB) new 2011 Mango Performance Benchmark report, available at www.mango.org/retail, reveals mango dollars per store per week increased 11.5 percent to $172 and mango volume per store per week rose 9.7 percent, compared to 2010 results.
The NMB’s 2011 Mango Performance Benchmark Report, published in partnership with Neilsen Perishables Group, summarizes scanner data for mangos and the tropical fruit category, including sales, volume, pricing and promotional efficiency trends for the nation and nine sub-regions.
Additional key findings from the report include:
- Mango dollars per store per week was $172 in 2011, which was 11.5 percent higher than 2010 and 39 percent higher than 2009.
- In 2011, Quarter 2 saw the greatest increase and the highest quarterly dollars per store per week at $272, an 18.6 percent increase over Quarter 2 in 2010.
- Dollars per store per week increased in every quarter in 2011, except for Quarter 4, which saw an 8.6 percent decrease over quarter 4 in 2010.
- Mango volume per store per week followed similar trends.
- The percentage of mangos sold on promotion decreased from 52.2 percent in 2010 to 47.3 percent in 2011.
- Regionally, the highest dollars per store per week in 2011 were seen in the New England, Pacific and West South Central Sub-Regions.
- The lowest dollars per store per week were seen in the East South Central and South Atlantic Sub-Regions.
The NMB’s 2011 Mango Market Development Index is also available on the organization’s retail webpage. This report consolidates mango purchases per capita into a single index number so retailers can easily compare the nine U.S. sub-regions and 45 Scan Track Markets against the national average, providing a snapshot of over-performing and under-performing markets for mangos.
In addition, mango retailers can also find an array of tools accessible at www.mango.org/retail. Resources such as point of sale (POS) materials, handling and merchandising tools and crop information are available online. Mango retailers can educate consumers and increase mango sales by using a variety of POS materials provided by the NMB.
Whether retailers want to teach consumers how to cut, how to judge mango ripeness or share an easy recipe with a tearpad, there’s a colorful POS option to suit their needs. The NMB’s professional image library is also available along with key marketing messages developed especially for retailers.
Resources to help with the quality assessment process as well as handling and merchandising are also available online, including the Mango Maturity and Ripeness Guide (color chart) for receiving, the Mango Backroom Poster for store-level training and the Mango Postharvest Best Management Practices Manual. For retailers involved in planning and buying, the site features tools for understanding the mango crop, building custom historical reports on price and volume, finding mango suppliers and more.
The NMB encourages all mango retailers to utilize the online resources in an effort to help increase mango movement. For more information about the NMB’s 2011 Mango Performance and Market Development Index reports, retail tools and resources mentioned, please visit www.mango.org/retail.
Mango availability per capita has increased 35% since 2005 to an estimated 2.53 pounds per year in 2011. Mango import volume for 2011 was 810 million pounds.
For more information please visit www.mango.org
Publication date: 5/4/2012
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