Over half of British households aren't buying avocados. The industry is planning to change that.

The UK avocado market is filled with untapped potential, says the World Avocado Organisation (WAO). The entity took the stage at the Fruit Attraction conference in Madrid, Spain, to present its latest report, developed in collaboration with FMCG research consultant Nigel Parrott. 

According to the study, the UK avocado market is still in its developmental phase. Currently, only 47 percent of British households buy the fruit at least once a year, indicating that more than 50 percent still don’t consume it at all. 

This represents a clear growth opportunity, says the WAO, especially if retail and marketing efforts focus on young parents (aged 28 to 44) with school-aged children. According to the report, this demographic tends to buy avocados in larger quantities than other consumer groups.

Young parents—the key to growing the UK avocado market 

Unlike other mature European markets, where marketing efforts focus on increasing purchase frequency, the UK avocado market is more dependent on attracting new consumers

Britons consume avocados differently from the rest of Europe. While in Spain or Germany, 'avocado toast' has become a culturally popular food, UK consumers eat avocados in the context of family meals, such as breakfasts, lunchboxes, and baby food. 

Interestingly, avocado plays an important role in infant feeding in the British Isles. According to the WAO survey, 31 percent of respondents use it for this purpose, a figure that rises to 42 percent among parents of babies. 

This, says the WAO, makes young families a key driver of the UK avocado market's future growth, and parents more likely to be influenced by simple, family-friendly meal ideas.

The trends (and barriers) shaping avocado demand in the UK

In the United Kingdom, the main purchasing factors are health, taste, and simplicity. Avocados are recognized as a source of good fats, minerals, and fiber, and are valued for their versatility in quick meals. 

However, there are hurdles to overcome: consumers are concerned about avocados’ environmental impact and perceived fat content, and don’t know how to determine the fruit's ripeness.

Young parents who do not buy avocados cite dislike, high prices, and a lack of knowledge on how to use them as the main reasons for avoiding the green fruit.

"Now that we understand the peculiarities of British consumers, we can actively communicate with them, whether through local press, their preferred social networks, or directly in stores," commented Zac Bard, president of the WAO.

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