Avocado consumption is growing by 15% in Europe in 2020 despite all problems caused by Covid-19. This is what emerged on October 27th 2020 at the Avoforum organized by the World Avocado Organization (WAO) during Fruit Attraction. Marketing manager for Mediterranean Europe Sofía García, product manager Aitor Ruiz, WAO CEOs Eroski-Caprabo and Xavier Equihua intervened. The moderator was Raúl Calleja, director of Ifema Fruit Attraction.
Sofía García and Raúl Calleja
"To further push avocado sales in 2021, we will use e-coupons, an important marketing tool to reach to customers and retain existing ones that has proved very effective in the US." What is more, WAO and IFEMA revealed that avocado will be fruit of the year at Fruit Attraction 2021 and that there will be an Avocado Tree of Life large stand.
"During the pandemic, many have started paying more attention to their diet and looking for food to strengthen their immune system. Avocado, combined with a balanced diet and an active lifestyle, is the best ally for our body and meets our new habits and new consumer needs in 2020 with exceptional results," said Xavier Equihua.
This year Europe has consumed 700 thousand tons so far, 100 thousand more than last year. The trend also shows that avocados are not a fad, as sales have increased by 92.9% over the past year with a turnover of €6.5 million.
This superfood managed to resist also during lockdown. The search for "avocado recipes" skyrocketed during lockdown and peaked during the last week of April. Lombardy, Marche and Emilia-Romagna are the regions with the most purchases in Italy. Avocados have become one of the ingredients most ordered for delivery, with a 25% increase in the delivery of avocado-based dishes. Over the past year, over 45 tons of avocados were ordered in Italy, mainly in Rome and Milan.
WAO explained that, to increase avocado sales in 2021, it will focus on e-coupons and codes that will work exactly as vouchers and will be used to offer discounts, free products or promotional offers.
"The introduction of e-coupons in the food industry is a big step forward for the sector. These codes are useful to retain existing clients and attract new ones. They are largely used in countries such as the US and, after the digitalization of many services during the pandemic, the time has come to introduce them to Europe as well," concluded Equihua.