At the Fruit Attraction trade fair in Madrid, the World Avocado Organisation (WAO) presented new consumer insights pointing to families and young parents as the central force in boosting avocado demand in the United Kingdom.
The organisation, which promotes sustainable avocado growth worldwide, worked with FMCG research consultant Nigel Parrott to analyse buying habits and usage patterns. The study drew on surveys of nearly 500,000 consumers across 11 countries including Spain, France, the UK, Germany, Poland, Portugal, Romania, the Netherlands, Italy, China and India.
UK market opportunities
In Europe, avocados have moved from exotic imports to everyday staples, but the UK remains an underdeveloped market. Only 47% of British households buy avocados at least once a year. Families with children, particularly parents aged 28 to 44, emerge as the prime growth segment. They buy avocados in larger quantities than other groups, shop weekly for fresh produce and often choose them for family meals and baby food.
Consumption patterns also differ from other European countries. While avocado toast is common in Spain and Germany, Britons eat avocados across breakfast, lunch and afternoon snacks. Notably, 31% of UK respondents use avocados in baby food, rising to 42% among parents of infants.
Motivators and barriers
Consumers prize avocados for their health benefits, taste and ease of preparation. The fruit is valued for its “good fats”, minerals, fibre and versatility in quick meals. Yet barriers remain. Regular buyers worry about environmental impact, high fat levels and ripeness issues. Non-buyers in the target family segment cite dislike, expense or uncertainty about preparation.
“Now that we understand the nuances within the UK when it comes to consumers we can actively communicate with them be it in local press, across their preferred social media platforms and directly in-store, our aim is to educate and inspire trial across different but easy recipe variations… and to see this superfruit incorporated more frequently into their daily diet,” said Zac Bard, chairman of WAO.
“British people consume avocados differently compared to the rest of Europe. While in Spain or Germany avocado toast has become a cultural staple, in the UK consumption is centred around family mealtimes, breakfast, lunchboxes and baby food. That’s why our focus is on parents of school-aged children,” added Nigel Parrott.
Parrott also highlighted ripeness as a consistent hurdle: “We can’t have one solution for every country as we need to speak to different consumers in different ways. What we can unify across, though, is the need to improve the education on the ripeness of avocados. Consumers often don’t buy avocados as they fear wasting the avocado if it isn’t ripe when they need it. In addition, the ‘good fat’ message about why consumers should eat avocados resonates with all Europeans.”
European and Asian perspectives
Across Europe, WAO stresses the need for localised approaches. Target groups vary: Spain focuses on 35 to 49 year olds, the UK on parents aged 28 to 34 with children under 16, Germany on 25 to 44 year olds with children, Italy on young adults without children, Portugal on those over 50 and France on 25 to 34 year olds.
“A single message won’t unlock growth everywhere. The key is investing in research; we have found local relevance and understand who the buyers are, and who consumes the avocado in the home, as we find it’s not always the same. Avocado fits local food culture; from breakfast habits in Spain to sweet uses in Asia. We at WAO aim to grow demand responsibly while we keep strengthening a resilient, sustainable supply,” said Bard.
Parrott added: “Europe isn’t one market; buying and consumption differ, from retirees in Portugal eating avocado salads to Germans choosing avocado-on-toast at breakfast. Growth means targeting the biggest age- and life-stage opportunities: convert light buyers in mature Spain and France; scale high-propensity segments in the UK, Poland, Germany and Romania; and build penetration in Italy and Portugal.”
Looking east, Asia is seen as the next growth frontier. In China, affluent women aged 25 to 44 lead consumption, favouring fresh and processed avocado snacks. In India, educated higher-income households are the key drivers, supported by WAO’s two-year marketing campaign that repositioned avocados as a health essential.
“Asia is the next frontier for avocados: the opportunity is to make the fruit familiar through local cuisine, trusted quality and clear health benefits,” said Bard. “Our goal is to introduce this superfood in ways that resonate with Asia’s diverse culinary culture and health-conscious consumers. With increasing awareness among younger generations who are already familiar with avocados, we believe this is the start of a long and promising journey.”
Bard added: “By working with respected nutritionists and influencers, WAO has helped reinforce the unique health benefits of avocados, such as their good fats and high fibre content that keep consumers fuller for longer and help reduce sugar spikes, a critical benefit in a market where diabetes is the number one health risk. What we’ve achieved in India shows what’s possible, and gives us the confidence to adapt and replicate that success across China and beyond.”
Sustainability focus
Sustainability remains central to WAO’s strategy. Members use precision irrigation and digital monitoring to reduce water use by up to 43% in trials. By diversifying sources across Africa, Morocco and Guatemala, WAO ensures a consistent year-round supply.
“This is about facts and nuance, building a resilient, sustainable category that serves consumers and farming communities alike,” Bard concluded.
