The World Avocado Organization (WAO) continues to promote avocados in Europe, especially in France. This year, WAO signed partnerships with 30 different retailers in 12 European countries, including chains such as Carrefour and Tesco. This now represents a network of over 35,000 stores for the organization, which has tripled its presence in Europe since 2021.
As “superfoods with unique nutritional value and a wide range of nutrients essential to human health and disease prevention,” avocados continue to appeal to consumers around the world. In France, consumption increases every year but it still lags behind its European neighbors. WAO has therefore decided to raise awareness among French consumers through in-store events and tastings, visual aids and videos.
“The French market continues to grow, but has not reached full potential”
According to WAO, “France is the largest importer of avocados and the oldest avocado market in Europe.” And the French market continues to grow, but “it has not yet reached its full potential.” Although the French are fond of avocados, France is not number 1 (2.2 kg of avocados per inhabitant per year, compared with 3 kg in Denmark and 2.5 in Spain / Source: CIRAD). This lower consumption may be explained by a lack of knowledge about the product. “Avocados are still eaten in a very traditional way in France. Few people are aware of the fact that they can be eaten and cooked in many different ways: raw or cooked, mashed or chopped, sweet or savory.”
WAO strengthens its presence in France, with 2,800 stores in total
In order to promote avocados, the organization is focusing on their nutritional benefits. “More awareness of the health benefits and multiple ways to consume avocados will continue to drive market growth.” Given the popularity of this superfood, WAO has decided to further support the promotion of avocados in Europe by signing partnerships with 30 different distributors in 12 European countries, tripling its presence in Europe since 2021 and now representing a network of over 35,000 stores. In France, 2,800 stores are now involved, including Carrefour, Leclerc, Cora and Colruyt. Thanks to this promotional campaign, per capita consumption in France “could catch up with, or even exceed that of Scandinavia.”
For this campaign, WAO relies on “various resources and events, such as in-store tastings, visual aids, videos and original recipes. Consumers are also encouraged online to vary their use of avocados with inspiring recipe ideas.”
“There is no doubt that the biggest consumption peaks coincided with the launch of the WAO campaigns from 2017. Every year, we synchronize our campaigns with the start of summer and the beginning of the avocado season in the southern hemisphere, with a good supply of fruit from Peru and South Africa. Avocados are well suited for in-store promotional actions, which have given excellent results in France and in Europe. We are pleased with the growth in France, and look forward to seeing Europe's oldest avocado market continue to grow with the help of WAO campaigns.”
It is also thanks to sporting events such as the Olympic Games that WAO wants to help boost avocado consumption.