At the Subtrop Marketing Symposium 2025 in White River, Mpumalanga, Shelly Vorster, marketing director at the World Avocado Organisation (WAO), reported that EU avocado consumption has surpassed one million tons for the first time, reaching 1.07 million tons. The EU now absorbs around 30% of global avocado volumes, but consumption per capita remains low. "In Nordic countries and Germany, annual consumption averages around 2kg per person, while in the UK it's 1.8kg and in France 2.3kg. This shows there's still enormous untapped potential," Vorster said.
Vorster noted that consumer education remains central to expanding demand. "If consumers don't understand the value of avocados, they won't buy them. We need to stop them in their tracks in-store through promotions and drive the conversation on social and in traditional media."
According to WAO's research, which involved over one million consumers in 11 countries, motivations for buying avocados differ by market. "In France, people associate avocados with heart health, while in India, they care more about fibre and blood sugar control," she explained. The study found that in Romania, Poland, and Portugal, avocado buyers are typically older empty-nesters, while in the UK, Spain, and France, they are younger parents with school-aged children. Understanding the "gatekeepers" who make purchasing decisions remains key, as children often influence household buying patterns.
While most consumers do not focus on origin, product quality strongly determines repeat purchases. "A single bad eating experience can deter a consumer from buying avocados for up to 13 weeks. For suppliers with short seasons, this can mean losing sales for the entire time they are on the market," Vorster added.
WAO's findings indicate that inconsistent quality and poor ripening are the main reasons consumers avoid frequent avocado purchases. Maintaining consistency throughout the supply chain is therefore necessary to sustain demand growth.
During the symposium, Minister of Agriculture John Steenhuisen addressed delegates virtually, saying that while South Africa's fruit industry remains globally competitive, non-tariff barriers such as phytosanitary restrictions continue to slow export growth. He said new agricultural attachés stationed in key regions could help accelerate technical inspections and open access to high-potential markets such as India, China, and Japan.
Steenhuisen also confirmed that government teams will visit the Middle East in January to advance market access for litchis. "One interception can close a market overnight. We must move from a reactive to a proactive model of biosecurity to keep our systems trusted and our markets open," he said.
Source: Farmer's Weekly
