WAO drives avocado success in India, eyes China for future growth
Just as the avocado market is in its early development stage in the United Kingdom, Asia may be the next frontier for the fruit, says the World Avocado Organisation (WAO).
This aim has driven the WAO's marketing efforts over the past two years, which have strived to consolidate the acceptance of avocados as a healthy option on the continent.
India, in particular, has become a success story. Through specific campaigns and strategic alliances, the industry organization has contributed to avocado moving from a niche product to a food recognized for its benefits among key consumers.
For the WAO, this achievement lays the groundwork to open other Asian markets. And the next objective is clear. China presents a great opportunity, where the key is in connecting with young consumers between 35 and 44 years old. It is among this demographic that health remains the primary purchasing factor, and is being incorporated into a variety of dishes, such as salads, sandwiches, ice cream, and desserts.
“Asia is the next frontier for avocado,” said Zac Bard, President of the WAO. “The key is to bring this fruit closer to the consumer through local cuisine, conveying confidence in its quality and its recognized health benefits,”.
The executive was adamant that the entity’s goal is to introduce avocados as a superfruit in such a way that connects with Asia's culinary diversity and resonates with those interested in their well-being.
"With a young generation already familiar with avocado and increasingly aware of its benefits, we believe this is just the beginning of a long and promising journey," he added.
WAO's bet on avocados' health benefits
In China, only a small percentage of households buy avocados, according to the WAO. Women between 25 and 44 years old with high purchasing power are the fruit’s main audience, and consumption is concentrated at lunch and snacks, in both fresh and processed formats.
In the Asian Giant, price continues to be an important hurdle preventing consumer fidelization, as well as a lack of knowledge regarding the ripeness of the fruit, and the belief that avocados are fattening. This presents a significant barrier for the industry, but also an opportunity ripe for the taking, as China is also highly influenced by online content and social media.
In India, consumption remains relatively low and is mainly limited to households with higher income and educational levels.
Bard explains that the WAO has been collaborating with leading nutritionists and influencers in the region. This has reinforced the unique benefits of avocados, such as their healthy fats and high fiber content, which help maintain a feeling of fullness for longer and reduce sugar spikes. These benefits are crucial in a market where diabetes is the main health risk.
“What we have achieved in India demonstrates what is possible and gives us the confidence to adapt and replicate this success in China and other markets,” says the executive.
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