Avocado, a new queen among the fruits

Nobody doubts the success of the avocado. From being a minor fruit, it came to occupy the forefront of world trade. It is currently within the range of the top ten fruits marketed globally. In volume it is ninth; but in value it rises to third place, only surpassed by bananas and grapes. This explosive growth is due to its success among consumers. Its per capita consumption showed the same trend as trade.

Obviously, Mexico is the center of the avocado, being native to Central America and closely associated with Mexican culinary culture. In Mexico, 12 kg per capita per year are consumed. But several other countries are approaching those levels. Such is the case of Chile, with 9.5 kg; This is followed by the west coast of the United States, with more than 5 kg, and Canada, with 3 kg. Europeans are also showing more and more enthusiasm. The largest consumers are the Nordic countries: in the lead, Norway (3 kg), followed by Switzerland (2.5 kg) and France (2.3 kg). In Germany, England and Spain consumption is close to 2 kg; while the lowest consumption within Europe is recorded in Italy and the eastern countries (1 kg).

This evolution is due to the fact that consumption, which a few years ago was occasional, became regular. Some consumers require it daily; They can no longer imagine a breakfast or dinner without avocado. In certain events, such as the Super Bowl in the United States, guacamole is already a classic, to which other festivities or traditional days are added.

When asked what the reason for such success is, the first answer is usually that it is a healthy food due to its content of monounsaturated fats, fiber, vitamins and antioxidants. It is common for doctors to recommend it. But this is too simple an answer, which is not enough to understand the phenomenon, since there are several other superfoods - such as pomegranate, cocoa, flax seeds or beets - that are very far from the success that the avocado had. Therefore, the health factor is only one aspect.

If a fruit is not liked, is not comfortable, is not practical and does not fit the current pace of life, it is not consumed, even if it is healthy. But avocado is quite the opposite: its mild flavor and creaminess make it very easy to combine and integrate, and it can be consumed both salty and sweet. Added to this is that its fatty content makes it satiating, something that does not happen with many other fruits. For this reason, the avocado can be eaten for breakfast instead of toast with butter or a bill; and at night, replacing a sandwich, meat or other light dinner.

At the same time, it is practical as it comes in “own packaging”, biodegradable, clean and in small portions, adapting to households of 1–2 people. This perfect adaptation to the pace of life of today's consumers is the main key to its success. Another fact that shows this advantage is that avocado is consumed by both older and young people. This does not occur in many other fruits, in which the largest consumers tend to be the most advanced age groups. What must be clarified is that, being a relatively expensive fruit, it is purchased more by sectors with greater purchasing power. This is also reflected in the countries with the highest consumption, such as Norway or Switzerland, where their consumption doubles or triples that of the Eastern European countries, whose per capita income is significantly lower.

Another factor that contributes to this success is that it is a food that is fashionable. It is the star product of catering, cooking classes, and is promoted by influencers, chefs, bloggers and social networks. The expansion of Mexican and Latin American cuisine also helped. Guacamole has become massive in the United States, Europe and even Asia. Numerous promotional campaigns have been carried out and the avocado is used in advertising.

To meet the growing demand, the avocado became present in all retailers and throughout the year. It can no longer be missing in supermarkets, fruit shops and fairs. A very successful strategy, which helped promote sales, was to offer ready-to-eat avocados. The avocado generates a certain anxiety: it is bought to be consumed immediately and the current buyer does not want to wait one, two or three days. This form of trading is risky as the losses are high. But this risk is offset by increased sales and higher prices obtained.

Everything indicates that the avocado will continue to be the successful conqueror of the fruit world, since it is presented as an ideal food for the modern consumer.