‘European customers are less sensitive to price’

– European avocado sales manager at Halls, Greg Vicherat, relating how avocado consumption in Europe had broken the 1kg per capita mark for the first time this year

To meet the growing global demand for avocados, an additional 190 000t would have to be produced every year. Over the past five years, growth in demand had averaged 10% per annum, which could increase substantially if Chinese consumption rose.

Speaking at the recent South African Subtropical Growers’ Association (Subtrop) symposium in White River, Greg Vicherat, European avocado sales manager at Halls, said that the breakfast avocado market in the US alone reached US$65 billion (about R929 billion) this year.

“European customers are less sensitive to price, and this year they broke through the 1kg consumption per capita for the first time.” He said that while consumption per capita was currently low in China, it had the potential to become the world’s largest market for avocados.

“They like avocados, but we need to increase supply and promotional campaigns to increase demand.”

Zac Bard, chairperson of the World Avocado Organization, added that the greater the demand in China, the greater the gap in Europe for South African fruit.

“The 35% increase in this year’s global crop saw a big dip in prices. Although we survived due to the huge demand, we need to prevent such bottlenecks in the future by diversifying the available markets for avocados.” He noted that even if South Africa gained access to the US market, strong competition from Mexico and Colombia would require further market development.

Glynnis Branthwaite, founder of Protactic Strategic Communications, said that research into consumer perceptions of and drivers behind food expenditure would be key to unlocking potential in the avocado market.

“We need to move consumers from wanting an avo to needing an avo.”

Trends such as monomania, in which restaurants had a total devotion to one ingredient, such as avocados, and visually appealing food that photographed well, would further increase demand. – Lindi Botha