WAO: Avocado growth in Europe hinges on a better understanding of the consumer
For the World Avocado Organization (WAO), the future of avocado consumption in Europe depends on a better understanding of consumer habits and preferences.
During the 2026 Fruitnet Tropicals Congress, WAO CEO Shelly Vorster presented the organization’s most recent market research. Conducted among more than 500,000 consumers across nine European markets, the survey aimed to identify new opportunities to drive category growth on the continent.
Image courtesy of WAO.
The analysis revealed significant differences between emerging and consolidated markets, which, according to the WAO, confirms that there is no one-size-fits-all strategy for Europe.
Avocado consumption by country
The WAO noted that in countries like Italy and Poland, where avocado consumption is still developing, many people are not yet fully familiar with the product or the various ways to eat it.
In Italy, for example, only 35 percent of households bought avocados over the last year, with consumption concentrated on weekends and at family gatherings.
In contrast, mature markets such as the United Kingdom, Spain, and France present a different challenge. In these regions, consumers already incorporate avocados into their day-to-day diets, so the challenge lies in generating new consumption occasions beyond breakfast or salads.
"Household penetration is not growing significantly year over year. At its core, the avocado remains an impulse purchase and not a product that most consumers always have on their shopping list," Vorster explained during her presentation.
Price and perceived value of the product
The WAO noted that price continues to be one of the most determining factors for the category. According to the data presented, a one percent variation in the price of avocados in Europe generates, on average, a 2.6 percent change in sales volume, which evidences consumer sensitivity and the need to reinforce the perceived value of the product.
Vorster explained that social media plays a relevant role in increasing product knowledge, but emphasized that the decisive moment occurs at the point of sale.
"Social media is fantastic for increasing product awareness, but we need to act at the moment of purchase to get consumers to put an avocado in their basket," she explained.
Likewise, commercial actions vary according to the campaign's objective. When the goal is to increase purchase frequency among regular consumers, the WAO opts for cross-promotions with other products. In Germany, for example, joint campaigns between bread and avocados have allowed for double-digit sales increases.
Conversely, to attract new consumers, the strategy consists of moving the product from its usual shelf space and placing it next to other fruits or in high-traffic areas within the supermarket, thus favoring impulse buying.
Focus on new generations
The WAO also emphasized the importance of strengthening the connection with Gen Z and Millennials, considered a key demographic for future category growth.
For this, the WAO develops campaigns on platforms like TikTok, Instagram, and Facebook, in addition to experiential marketing and public relations initiatives.
"The rest of the tropical sector also needs to understand the consumer much better and learn to speak their language," Vorster pointed out.
The organization also noted that there is still a significant challenge regarding education. According to the research, 42 percent of European consumers do not know that avocados grow on trees, a fact that reflects the distance between the consumer and the origin of their food.
In that context, the WAO said that it will continue to promote initiatives to educate consumers, inspire new uses for avocados, and promote sustainable growth of the category in Europe through a strategy based on consumer knowledge and collaboration with retail.
*All images are referential unless stated otherwise.
The second edition of the Global Avocado Summit will be held on November 11, 2026, at the Monticello Casino Events Center in Santiago, Chile. Organized by Paltas de Chile and Yentzen Group, the meeting seeks to bring together the main players in a growing industry
The event has established itself as a key space for addressing commercial and sustainability issues in the industry, bringing together producers, exporters, buyers, certifiers, and innovators to analyze the sector’s challenges and opportunities.
For more info, contact events@yentzengroup.com
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