Articles
The USA mango market trends and the National Mango Board
Article number
1415_4
Pages
33 – 46
Language
English
Abstract
The National Mango Board (NMB) is an agriculture promotion organization focused on increasing awareness and consumption of fresh mangos in the USA. Since 2005, its mission has been to inspire consumers to purchase and consume more mangos.
The NMB accomplishes its mission through Marketing & Communication and Research & Industry Relations programs.
A question asked often by the industry is, “Has the NMB been successful in getting consumers to eat more mangos?” The short answer is “Yes.” Since 2005 to 2022, the per capita availability of mangos in the USA increased from 1.88 to 3.76 lb person‑1 and the overall import volume of fresh mangos in the USA increased from 260,842 to 574,783 metric t, representing an increase of 120%. Mango retail sales have increased from $ 109 to 302 per store per week; and the weekly volume per store increased from 132 to 251 units of whole mangos.
From 2013 to 2022, the average percentage of households aware of advertising and promotions increased from 6.7 to 17.3%, market penetration (percentage of households buying) increased from 14.1 to 27.7%, and market intensity (mangos per buying occasion) increased from 2.88 to 4.25 whole mangos per household in a two-week period.
The groups more likely to buy mangos were found to be Asian and Black, and younger consumers (age <34). The main reasons for purchasing mangos are “quality”, “ripeness”, and “price”, and for not purchasing mangos are “nobody in my household likes the taste”, “not thinking about them”, and “they are too expensive”. The main source of information for awareness of mango advertising and promotion is the in-store promotions.
The latest analysis conducted from 2013 to 2022 indicates that the NMB programs are responsible for 14.11% increase in sales at the FOB level with a return on investment of 14.88 to 1. Impacts of major demand drivers including promotions were measured using household tracker data and probit and ordered probit statistical models.
The NMB accomplishes its mission through Marketing & Communication and Research & Industry Relations programs.
A question asked often by the industry is, “Has the NMB been successful in getting consumers to eat more mangos?” The short answer is “Yes.” Since 2005 to 2022, the per capita availability of mangos in the USA increased from 1.88 to 3.76 lb person‑1 and the overall import volume of fresh mangos in the USA increased from 260,842 to 574,783 metric t, representing an increase of 120%. Mango retail sales have increased from $ 109 to 302 per store per week; and the weekly volume per store increased from 132 to 251 units of whole mangos.
From 2013 to 2022, the average percentage of households aware of advertising and promotions increased from 6.7 to 17.3%, market penetration (percentage of households buying) increased from 14.1 to 27.7%, and market intensity (mangos per buying occasion) increased from 2.88 to 4.25 whole mangos per household in a two-week period.
The groups more likely to buy mangos were found to be Asian and Black, and younger consumers (age <34). The main reasons for purchasing mangos are “quality”, “ripeness”, and “price”, and for not purchasing mangos are “nobody in my household likes the taste”, “not thinking about them”, and “they are too expensive”. The main source of information for awareness of mango advertising and promotion is the in-store promotions.
The latest analysis conducted from 2013 to 2022 indicates that the NMB programs are responsible for 14.11% increase in sales at the FOB level with a return on investment of 14.88 to 1. Impacts of major demand drivers including promotions were measured using household tracker data and probit and ordered probit statistical models.
Publication
Authors
L. Ortega, R. Ward, M. Michel, R. Mitton, R. Ojeda
Keywords
promotions, per capita consumption, consumer demand, market penetration, market intensity, return-on-investment
Groups involved
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