USA – The Hass avocado market is set for substantial growth, with total revenue projected to increase by just over 5% within the next five years.
This optimistic forecast is driven by a rise in health-conscious consumers and an expanding middle-class population becoming more aware of the benefits of healthy foods.
According to the latest report from the Hass Avocado Board (HAB), the surge in demand is clear. In the U.S., per capita consumption of Hass avocados has tripled since the early 2000s.
The U.S. continues to lead in avocado consumption, with sales for key holidays such as Easter, Cinco De Mayo, and Memorial Day reaching 133 million units and nearly USD 160 million in retail sales.
Global production remains robust, with Mexico, Peru, Chile, California, and Colombia being the top producers. Mexico, the largest producer, accounts for 30% of global avocado production.
The Michoacán region alone contributes to 75% of Mexico’s output. Colombia and the Dominican Republic also play significant roles in the market.
North America is expected to dominate the Hass avocado market due to its high production and consumption rates.
The United States, in particular, benefits from increased exposure to healthy eating trends and a growing workforce with higher wages.
Europe is also anticipated to see significant growth, with countries like the UK, France, Germany, and Italy leading the way due to the fruit’s health benefits.
Valencia avocado production soars
In contrast, Valencia avocado production is experiencing a substantial boost. The Valencian Association of Farmers (AVA-ASAJA) and the Association of Avocado Producers (ASOPROA) project a 50% increase in production this season.
This growth is attributed to favorable tree development and new plantations coming into full production. The average price for avocados at origin has stabilized at around $2.70 per 2.2 lbs.
However, the industry faces challenges, particularly with theft and the need for improved crop research.
AVA-ASAJA has emphasized the importance of reinforcing the quality brand ‘Avocados CV’ to stand out against imports from countries like Peru, which overlap in timing with late Valencian production.
Despite these issues, the Valencian Community’s avocado production reached 21,000 tons for the 2023-24 season, a notable increase from 14,000 tons the previous year.
This rise contrasts with a decline in production in Andalusia, Spain’s primary avocado-growing region, which suffered from drought conditions.
Prices for early avocado varieties like Bacon and Fuerte range from USD 1.50 to USD 1.70 per 2.2 lbs., while Hass avocados are priced between USD 2.60 and USD 2.90 per 2.2 lbs. The Lamb Hass variety, which constitutes 70% of Valencian production, is sold at USD 2.40 to USD 2.90 per 2.2 lbs.
ASOPROA President Celestino Recatalá highlights the need for ongoing research to improve varietal productivity and sustainability.
“We must continue to promote research and the brand ‘Avocados CV’ to ensure freshness, traceability, and food safety, distinguishing ourselves from imports,” he stated.
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