Avocados and mangoes are charging into 2025 with strong momentum, according to Mission Produce Inc.
From record dollar sales to increasing household penetration and shifting shopper behaviors, these categories are full of opportunity, Mission Produce said In a news release about its January AvoIntel report, which highlights five key trends driving growth.
1. Record dollar sales in 2024
Avocados and mangoes continue to be dollar drivers at retail, the company said, with 2024 adding an incremental $546 million in sales to the avocado category and $16 million to the mango category.
2. Avocados reaching more households; mangoes have room to grow
U.S. household penetration for avocados hit the highest rate since COVID, according to the release. Seventy percent of U.S. households purchased avocados, a 1.1-point increase from 2023, however, Mission Produce said significant opportunity still exists to build demand for avocados in under-indexed regions of the U.S., like the Midwest and South.
Mangoes are now purchased by 36% of U.S. households, though nearly half of those households only purchased mangoes once. This means the category has lots of opportunity to target newcomers to the category and inspire repeat purchases, the company said.
3. Consumers looking for value packs
In 2024, club and mass stores captured 17% of avocado spend and 18% of mango spend, according to the report. Mission Produce said that as consumers continue to keep an eye on price, value packs are an affordable way to keep healthy, nutrient-dense items, like avocados and mangoes, in the basket.
The company said bags are a great way for traditional grocers to capture heavy avocado and mango consumers.
4. Healthy eating means more produce
In 2024, total produce volume sold was up 3.8% — a significant jump compared to recent years, according to the report. Making healthy food choices is a key consumer purchase driver for food and beverages. Mission Produce said leaning into health messaging and promotions can be an effective tactic to keep healthy fruits like avocados and mangoes top of mind for meal planning.
5. Generation Z is a rising audience
Nearly half of Gen Z households are purchasing avocados — and the new households that purchased avocados this year skewed toward the Gen Z demographic, according to the report.
Gen Z is a big and influential cohort, said Mission Produce, adding that as the Gen Z segment grows, it is estimated to be worth $260 million more in annual avocado sales.
With opportunities to drive household penetration, encourage repeat purchases and capitalize on key sales periods like the Big Game in February, avocados and mangoes are primed for success in 2025, said Mission Produce.
