Dr Hans-Christoph Behr and Antonio Lizano studied avocado production, trade and more on day three of Fruit Logistica in Berlin

Avocados were the centre of attention during the closing Fresh Produce Forum session of Fruit Logistica 2024.

Dr Hans-Christopth Behr AMI FL 2024 Fresh Produce Forum

Dr Hans-Christopth Behr

As one of the fresh products currently enjoying increasing popularity in many different countries, the session looked at the latest data from the most important import markets, while also assessing how reliable data could help optimise marketing decisions.

Dr Hans-Christoph Behr, head of dept consumer research at AMI, began the session by highlighting the ongoing growth in global avocado supply, noting it was happening at a faster rate than ever before.

He explained, however, that value was not increasing at the same rate, adding a little pressure to the market.

Mexico led the way with nearly 50 per cent of total global exports – mainly going to the US – with Peru second at 22 per cent. Spain was the only notable European exporter at 36,000 tonnes annually, Behr said.

He outlined that global supply would outstrip demand over the course of the next ten years, and that while the US market relied heavily on Mexico and Europe was more diversified, this meant Europe was more exposed to oversupply given the boom in production.

In terms of European imports, while Germany is the largest fresh fruit importer overall, it is France that leads the way on avocado retail turnover and Spain topping the table of per capita household consumption.

Looking ahead, Behr asked how avocado consumption could be increased.

Price, consumer age, wealth and the perception of avocado production when linked to water use were all factors, he outlined.

North America was the focus of Antonio Lizano, director of business intelligence at AG Tools, given it is the largest global market.

Mexico supplies 82 per cent of the avocados to the US market, followed by California, Peru, the Dominican Republic and Colombia.

Seasonality and peaks are major factors in the US, driven by events like the Super Bowl in February when over 20 per cent of all avocados are sold.

He said there were opportunities in the US for suppliers filling gaps in the calendar where there was high demand but not much fruit available.

Lizano highlighted the potential for Colombia as a supplier, and noted how avocados from the Latin American country were appearing on retail shelves in greater numbers compared with five years ago.

“There is a high demand for avocados and it is going to continue to grow,” Lizano concluded. ”It is up to you to really make the campaigns that are going to make avocados a little more sustainable, and continue to grow them in the market.

Click here to watch a full recording of the session at Fruit Logistica in Berlin (registration required)