Market Update

First printed in Checkout Magazine   

Avocado penetration on the up

With a low glycemic index and a reputation as a ‘superfood’, avocados have enjoyed a boost in popularity over the last few years, writes Tracey Gregory

The South African Avocado Grower's Association is hoping for a bumper year

An extra 1.8m people consumed the fruit last year and household penetration was up nearly 5% from 2004, to 23.8%.

Though a slight decline on the size of last year’s crop, Derek Donkin, general manager of the South African Avocado Grower’s Association (SAAGA) said South African growers will be exporting around 10.5m 4kg cartons to the European market. With growth in the ripe and ready to eat category strong, over a third of avocados will be sold that way. He added that consumers should be expecting top quality fruit this year.

“The growing season has been favourable for avocados and the good rains we recently experienced should have a positive effect on fruit size,” he said.

SAAGA is launching its 12th campaign to raise consumer awareness of the fruit in the UK, focusing on the health benefits of avocados and its position as a superfood. Additionally, it will highlight the use of the avocado as a beauty product, in face and hair masks for example.

For the second year running, SAAGA will promote July as ‘Summer Avocado Month’. The association has signed up Nicky Hambleton-Jones, host of television show 10 Years Younger, to promote the fruit by writing the introduction to SAAGA’s avocado booklet. Additionally, she will give radio interviews promoting the fruit. The campaign’s web site, www.summeravocados.com , has also been re-designed to reflect the new booklet.

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