While the likelihood of a mango purchase slipped two percentage points from Fresh Trends 2012, this tropical fruit is slowly gaining ground. Four years ago only 19% of shoppers said they purchased mangoes, while this year 27% said the same.
Organic mango sales have jumped significantly over the past few years. In Fresh Trends 2010, only five percent of mango buyers said they purchased organic product at least some of the time. This year, nearly one-third of shoppers (31%) said the same.
Affluence and age play a part in mango sales. For the third consecutive year, the likelihood of a mango purchase increased according to income and generally decreased according to age. Shoppers age 21-39 and those earning more than $100,000 annually were some of the most likely people to buy mangoes.
Children also played a role. More than one-third of families with kids at home said they bought the yellow-fleshed fruit, while only about one-fifth of consumers without kids said the same. Those with three or more kids comprised the group most likely to buy mangoes overall.
Midwestern shoppers continue to lag behind those in other regions when it comes to mango purchases, following a four-year trend. This year Midwesterners were half as likely to buy mangoes as those in nearly every other region.
Consumers still have some concerns with regard to ripe mangoes. Slightly more than one-third of shoppers (34%) said they knew how to select ripe fruit; only 23% said they knew how to ripen mangoes once they got them home.
In Fresh Trends 2013, 9% of mango buyers said they bought organic mangoes every time they made a purchase, a number up two percentage points from last year. Periodic purchases of organic mangoes jumped eleven percentage points from Fresh Trends 2012.