Entering the European market for avocados

Supply gaps are becoming smaller due to increasing global production and this only leaves room for suppliers that meet high retail standards. The summer supply of avocados in Europe is dominated by Peruvian producers with an abundant supply of Hass avocados. South Africa and Kenya supply at the same time as Peru. In the European winter, Spain, Colombia, Israel, Chile and Morocco take over.

1. What requirements and certifications must avocados meet to be allowed on the European market?

Fresh avocados must comply with general requirements of buyers, which you can find on the CBI market information platform. My Trade Assistant of Access2Markets provides an overview of export requirements for avocados per country (HS code 08044000).

What are mandatory requirements?

Pesticide residues and contaminants

Pesticide residues are one of the crucial issues for fruit and vegetable suppliers. To avoid health and environmental risks, the European Union has set maximum residue levels (MRLs) for pesticides and other contaminants, such as heavy metals, in and on food products. Products exceeding the MRLs are withdrawn from the market. For substances that are not yet included in the European regulation, the default MRL of 0.01 mg/kg applies.

Note that buyers in several EU Member States, such as Germany, the Netherlands and Austria, use even lower maximum residue levels than those established by European legislation. Supermarket chains, which sell most avocados, have the strictest requirements.

Video 1: Integrated Pest Management (IPM) by GLOBALG.A.P.

Source: GLOBALG.A.P.

Phytosanitary regulations

The European Union requires avocados to go through plant health checks before entering the European Union. The plant health inspection must take place in the country it was produced in. The shipment must be accompanied by a phytosanitary certificate, guaranteeing that they are:

• properly inspected;
• free from quarantine pests, within the requirements for regulated non-quarantine pests and practically free from other pests; and,
• in line with the plant health requirements of the EU, laid down in the Regulation (EU) 2019/2072 (consolidated version 23-7-2025).

Quality standard

Information on quality, size, packaging and labelling requirements for avocados can be found in:

• The UNECE standards for avocados (also available in other languages than English).
• The Codex Alimentarius Standard for avocados (‘Food code’ of WHO and FAO).
• The OECD international standard for avocados.

At the very least, avocados should comply with the general quality requirements (see table 1). Europe almost exclusively requires Class I avocados or better. Avocados in this class need to be of good quality and any defects must be within the permissible tolerance levels. In no case may the defects affect the fruit flesh, the general appearance of the produce, the quality, the keeping quality and presentation in the avocado packaging.

Figures 1 and 2 show ‘Extra’ Class and Class I avocados. Be aware that visual quality and tolerances can be subjective. In practice, Class I avocados look very similar to ‘Extra’ Class and buyers are often strict when they see flaws.

Table 1: Quality requirements and permissible tolerances for fresh avocados

Figure 1: ‘Extra’ Class avocados

Source: OECD (2020), 'Avocados', International Standards for Fruit and Vegetables, OECD Publishing, Paris

Figure 2: Class I avocados with slight defects

Source: OECD (2020), 'Avocados', International Standards for Fruit and Vegetables, OECD Publishing, Paris

Maturity requirements

The development and state of maturity of avocados is very important. It must be such as to enable them to continue their ripening process and get to a satisfactory degree of ripeness. The fruit should have a minimum dry matter content. This dry matter content must be measured by drying to constant weight:

• 21% for the variety Hass;
• 20% for the varieties Fuerte, Pinkerton, Reed and Edranol;
• 19% for other varieties, except for Antillean varieties that may show a lower dry matter content.

The ideal dry matter content is different depending on the variety and producing region, and on the buyer. For most European importers and ripeners, 23% of dry matter for Hass avocados is considered the ideal maturity level. Uniformity is key in the avocado trade. Maturity must be uniform throughout the parcel.

Handling

When supplying avocados to Europe, make sure the supply chain is well organised. This means you must have a cold chain, which cools down the avocados right after harvest and keeps them climatised all the way through the supply chain. Poor infrastructure such as bumpy roads can damage the fruits and high temperatures will shorten the shelf life. The avocados may still look great when you load them into the container, but your buyer will see quality issues. When this occurs, the loss is almost always for the exporter.

Companies in Europe examine the avocados very carefully. They do quality tests and find innovative solutions to avoid waste and optimise profits. An example of this is the co-operation between Nature’s Pride and Apeel, a plant-based coating that helps maintain quality for longer periods of time.

Size and packaging

Fresh avocados are classified according to Size Codes 1 to 30 (see Table 2), with a minimum weight of 123 g or 80 g for Hass avocados. The difference between the smallest and largest fruits within a package should not be more than 25 g.

In Europe, the preferred sizes for Hass avocados are 16–18, and sometimes 20 per 4 kg box. For the Fuerte variety, 14–16. Southern Europe is more flexible with sizes. Bigger sizes, such as 14, are more easily sold in southern Europe. Small sizes (26–30) are also sold in affordable boxes of 10 kg at the start of the season.

Table 2: Size codes for avocados

Sources: UNECE standards for avocados and Codex Alimentarius Standard for avocados

Packaging requirements vary between customers and market segments. Avocados must at least be packed in new, clean and quality packaging to prevent damage and protect the product properly. Common packaging include:

• 4 kg cardboard boxes, often wholesale packaging; or,
• 10 kg plastic or cardboard crates, often for importers that ripen and repack avocados.

Each box or crate needs to be clearly labelled according to the general requirements for fresh fruit and vegetables.

Figure 3: Example of plastic re-usable crates

Source: Frutales Las Lajas S.A.

Figure 4: Examples of avocado labelling

Source: ICI Business

Consumer packaging is diverse, including trays of 2 avocados or more in plastic flow packs, or nets of 500-750g for small avocados for home ripening (see figures 5 and 6).

Figure 5: Baby Avocados in a carton tray and flow pack, in Migros Switzerland

Source: openfoodfacts-contributors per Open Food Facts

Figure 6: Avocados sold in a 500g net by Aldi, Germany

Source: kiliweb per Open Food Facts

Payment and delivery terms

Preferences for shipment and payment vary between buyers. FOB and CIF are common delivery terms. Payment can be before shipment, against documents, after arrival or at different moments, depending on the trade relationship.

What additional requirements and certifications do buyers often have?

Variety

Hass is the most demanded avocado variety in Europe, especially in Scandinavia, the Netherlands and the United Kingdom. The Hass variety is very suitable for transport and ripening. Green skin avocados still have their own niche but are going down in demand. Italy and countries in Eastern Europe are still relevant markets for green skin avocados. They are consumed in many countries because they are favoured for their colour and usually sell for better prices. Pinkerton avocados, also known as pseudo-Hass, have a specifically timed demand because it is a late variety.

Certification

Avocados are a common product in retail programmes. As a result, buyers almost always require a set of certifications to demonstrate good practices and food safety. Common certifications include GLOBALG.A.P. for agricultural production, and BRCGS or IFS for packing houses. These food-safety management systems are recognised by the Global Food Safety Initiative (GFSI).

Sustainability and social compliance

It is common for buyers to ask for assurances of good practices. This is due to concerns about excessive water use in avocado cultivation in arid production areas of Peru, Chile and South Africa. Buyers are also aware of social issues and deforestation, for example, in Mexico. The best way to show good practices is through adopting social and environmental standards, such as Sedex Members Ethical Trade Audit (SMETA) and GLOBALG.A.P.. These are the minimum requirements to get your avocados into large supermarkets in Europe. Several large retailers have upgraded their requirements to meet the standards of the Rainforest Alliance.

Major avocado buyers have environmental and ethical policies in place. Leading avocado importers such as Westfalia Fruit audit suppliers at grower level with standards such as SMETA, Fair for Life, Rainforest Alliance, and GLOBALG.A.P. GRASP. Several other large buyers, such as Nature’s Pride, are members of the Sustainable Trade Initiative for Fruit and Vegetables (SIFAV), which has defined clear goals for carbon footprint, water use and improving living income. Retail chains sometimes have their own standards, like Marks & Spencer Field to Fork and GLOBALG.A.P. Nurture, an add-on module developed by Tesco.

The demand for environmental and social standards tends to increase over time. With this in mind, it is sensible to measure your environmental impact and explore new standards. Think about standards such as GLOBALG.A.P. SPRING for sustainable irrigation and groundwater use, or TÜVRheinland’s Corporate Carbon Footprint.

The Green Deal

In the coming years, the European Green Deal will change the use of resources and reduce greenhouse gas emissions. The new EU policies on sustainability will prepare Europe in becoming the first climate-neutral continent by 2050.

The Farm to Fork Strategy is at the heart of the European Green Deal, aiming to make food systems fair, healthy and environmentally friendly. It will ensure sustainable food production and address for example packaging and food waste. EU trade agreements with several countries, such as Peru, Colombia, Guatemala and Brazil (Mercosur), already include rules on trade and sustainable development. Other countries are expected to follow. For avocado suppliers, it is important to look ahead of the increasing standards and try to be in the frontline of the developments.

What are the requirements for niche markets?

Organic can be a specific requirement for health-focused consumers

The market for organic avocados is relatively small, but with growing demand and limited supply. Organic avocados are especially interesting for consumers who value avocados for their healthy aspects.

To market organic products in Europe, you must use organic production methods according to European legislation and apply for an organic certificate with an accredited certifier. Regulation (EU) 2018/848 on organic production and labelling of organic products (consolidated version 25-3-2025) has set a strict number of rules on agricultural practices and inspections. It is key for producers to understand these rules before entering a certification process.

Organic integrity is very important for specialised organic buyers. They will ask for proof of a transparent and certified supply chain. The EU legal standard is usually sufficient as a certification, but you will also find buyers in specific markets that require you to have Naturland, Biosuisse, Demeter or similar certifications.

A current issue for organic avocados is the level of phosphoric acid, which is measured in Fosetyl-Al. These residues can be a result of chemical inputs, but they also seem to occur naturally. They are not permitted in organic avocados. Producers in Mexico and Peru sometimes struggle with higher residues, which can be a reason for buyers to look for organic avocados in other countries.

2. Through which channels can you get avocados on the European market?

Avocados are a typical retail product. Importers that supply supermarkets and other major retailers offer you the most stable and largest supply chain. The main market segment for this channel is Class I Hass avocados.

How is the end market segmented?

The main segment for avocados are Class I Hass avocados. This main segment mostly concerns the Hass variety with standard retail requirements, which means certified and low pesticide residues. Sizes 12 to 18 fetch the best prices in Europe. Ready-to-eat avocados have become very popular in end-markets and will continue to generate consumer interest.

High-end markets

In the high end, you can find organic avocados, which are usually sold for 25–45% more than conventional avocados on retail shelves, when the market is favourable. Organic avocados are especially in demand in German speaking countries and Scandinavia, as well as France, where the market share of organic food has increased significantly in recent years. Examples of companies that specialise in organic fruit, including avocados, are Eosta, OTC Organics and Lehmann Natur. Special sorting, presentation or branding can also count on a premium.

Bottom segment

In the bottom segment are the Class II avocados, which are generally not fit for supermarkets, but may still serve for processing into fresh salads or guacamole. Odd and small sizes (below 10) are usually sold for promotional prices. It should not be your goal to supply Class II or less demanded sizes. It is usually part of the trade and a small percentage of the regular shipments.

Figure 7: Market segments for avocados in Europe

Source: ICI Business, 2025

Through which channels do avocados end up on the end market?

Importers play a central role in the distribution of avocados. They are familiar with all the different requirements of end clients. They distribute to different market channels, such as wholesalers and supermarkets.

Importers and service providers

Several avocado importers have their own ripening and packing facilities, such as Nature’s Pride, TFC, Westfalia, Mission Produce and The Avocado Company (fresca group). Ripening facilities are important for the growing segment of ready-to-eat avocados in supermarkets.

When import companies provide different services, such as ripening and retail packing, they can also become service providers to large retailers. For example, Bakker Barendrecht, part of Greenyard, supplies the leading Dutch supermarket Albert Heijn. This company ripens and packs avocados and takes responsibility for quality control and forecasting its client’s needs.

Supermarket programmes

Avocados are a typical product that is programmed under supply contracts of large retailers. Large-scale distribution networks of supermarkets, hypermarkets and discounters are responsible for the sales of more than two-thirds of the avocados sold to consumers. These distribution channels are even more dominant in the northern European markets.

Supermarkets have become increasingly involved in the sourcing of avocados but tend to have different structures. Some work with annual contracts, while others have selected a dedicated service provider, such as the German discounter Lidl with OGL Food Trade. Supermarket channels may have their own supply preferences and requirements. Depending on which supermarkets you are aiming for, you may need to make changes to meet their specific standards.

Wholesalers (spot market)

Traditional fruit wholesalers cover the spot market and move according to the fluctuations of the fresh trade. They supply specialised shops, street merchants, restaurants and hotel chains. Sometimes import and wholesale activities are combined, but a traditional wholesaler does not take many risks with importing whole containers of long-distance avocados. Most local wholesalers purchase avocados by the pallet. Typical wholesale markets for avocados and other fruit include Rungis in Paris and Mercabarna in Barcelona.

Large fruit wholesalers, such as Staay Food Group, maintain a large international network and offer their own service point, where clients can purchase a wide variety of fruit and vegetables.

Non-specialised (cash & carry) wholesalers, such as Metro, supply the same end-market but depend more on the service of importing companies or have their own purchase centres. Just like supermarkets, they are able to work with long-term contracts.

Figure 8: Market channels for avocados

Source: ICI Business, 2025

What is the most interesting channel for you?

Because avocados have become a typical product in the retail market, becoming part of a supermarket supply programme is the most interesting channel for any supplier. It provides stability and almost guaranteed volumes, but the requirements are high and the room for negotiation is minimal.

As an exporter, you have different routes to try to become part of a retail programme. The most likely route is to cooperate with a service provider that has a local infrastructure and supply contracts with retailers. Exporters with their own (large-scale) avocado production have the best chances to find cooperation with large buyers and service providers. These are companies such as Bakker Barendrecht, OGL Food Trade and the purchase centres of supermarkets. Another option is to work together with large integrated companies, such as Westfalia. Westfalia has its own offices and facilities in the producing countries and sales markets.

Direct sales to supermarkets are difficult and only feasible for companies that can arrange a year-round supply. You need to have a presence in Europe to supply retailers directly. A joint venture can be an interesting way to establish yourself in Europe. For example, the Colombian Cartama group has a presence in Europe and the United Kingdom and established a close partnership with The Avocado Company in the United Kingdom.

It is not easy to get accepted in supply programmes. It takes time and a lot of effort. Most avocado suppliers will start on the spot market with smaller traders or importers. Smaller importers are often the only companies that accept new suppliers. It involves more risks, but it will help you gain experience. In a good market, they can provide you with a very profitable return, but there are no guarantees. Spot market prices fluctuate more than in supply programmes. The market decides the value of your product, and your returns will depend on the selling price.

3. What competition do you face on the European avocado market?

The level of professionalism and the number of large companies in the avocado business make it difficult for new suppliers to compete. However, the growing demand still offers opportunities for companies that are able to match the quality in the right supply windows. Buyers work with different countries to make sure they have year-round supply. Climate change and security of supply will play an important role for buyers who want to work with parallel markets.

Which countries are you competing with?

Peru, South Africa and Kenya dominate the European summer supply of avocados. In the winter months, avocados come to Europe mostly from Israel, Colombia, Chile and Morocco. During this time, Spain supplies a large proportion of its domestic production to the rest of Europe. European imports are completed by a number of other supply countries. This includes Mexico, the world’s biggest avocado producer, as well as emerging suppliers, such as Tanzania and Brazil.

Global production keeps on expanding

With global production expanding and a growing number of suppliers, periods of market saturation will become more common. These periods alternate with moments of shortages due to climatic stress.

Buyers in Europe continue to look for parallel sources to guarantee a year-round supply of quality avocados. If production in one country fails, buyers will have alternative sources to meet demand. They will always look for the producing countries with the best options in availability, quality and price.

A low supply during the start and end of a season can provide good returns for regions that can fill the supply gap. This is particularly true when Europe switches from harvests in summer to harvests in winter.

Figure 9: Indicative supply calendar for the avocado trade to Europe

Source: ICI Business, 2025

Source: ITC Trade Map

Peru remains the most dominant supplier

Peru is the leading supplier of avocados to Europe. The country accounts for almost 40% of the total foreign supply to Europe. This sheer volume has also turned into a handicap for Peruvian growers: as soon as the Peruvian harvest starts, the large volumes drive prices down.

European imports of Peruvian avocados have increased to a value of €1.3 billion in 2024. This is 75% more than five years earlier. The growth in volume was lower than the increase in value, indicating a higher price level in recent years. Total Peruvian exports in the past 3 years have fluctuated between 570,000 and 600,000 tonnes. The year 2024 was challenging for Peruvian producers due to adverse climate conditions, but their exports bounced back in 2025. The Netherlands, Spain and the USA are the largest buyers. A minor share of approximately 1% is exported as organic, based on information provided by the Servicio para el Desarrollo Integral (Sedir) in 2023.

Peruvian suppliers are competitive, well-organised and can manage large volumes. They are able to keep supplies available for a long season (April to September), although not year-round. July to August are the peak months for avocados. When Peru is in full harvest, it is difficult to compete, and profit margins will often be lower. Countries with similar seasons, like South Africa and Kenya, feel the impact of the Peruvian supply. Nevertheless, they do manage to compete with Peru, especially early in the Peruvian season.

Colombian avocado growers fill in the seasonal gaps

Colombia has taken a big step forward in production. In a matter of years, its export volume to Europe surpassed that of Kenya, South Africa and Mexico. 

Colombian producers have built a stronger reputation in avocados after dealing with initial issues in product quality and internal logistics. With marketing support from organisations like Corpohass, companies have successfully created a narrative that Colombia is a sustainable source of avocados. These efforts have resulted in successful exports. The European import value from Colombia has grown from €231 million in 2020 to €396 million in 2024. This represents an approximate volume of 116,000 tonnes, making Colombia one of the most successful emerging suppliers and the second-largest exporter to Europe in terms of volume. 

The largest destinations in Europe are the Netherlands, Spain and the United Kingdom. Colombia is interesting for European buyers because they can fill the gap between two supplying seasons. The main supply takes place in the European winter. The United States is also becoming a more important market for Colombia, giving Colombian exporters the option to choose which market is most favourable at any given time. 

Major avocado groups have put their focus on Colombia, leading to international investments and cooperation in the Colombian avocado sector, for example by Eurofresh, the Fresca Group, Westfalia and Mission Produce. The Colombian avocado industry is diversifying, but a large part of its exports is still in the hands of a few dominant players. 

According to Daniel Jimenez Cardona, an analyst from Bancolombia, the question facing Colombian producers is whether to expand or improve their current cultivation. He states that the planted area of Hass avocados in 2024 was 72,000 hectares, of which 62,000 were fruiting and harvested. However, only 65% were certified for export in 2025.

Israel excels in quality, not price

Israel may not be the strongest competitor in production volumes or price, but in a good market the country competes with a high-quality supply.

Israeli companies are experts and innovators when it comes to the cultivation of avocados. Their advanced technology, innovative breeding and production programmes and expertise are an example for many other avocado-producing countries. Thanks to orchard expansion and advanced cultivation techniques, Israeli production hit a record in the 2024/2025 season, at 230,000 tonnes – 67% more than the previous season.

The proximity to Europe and the local growers’ experience with improving varieties make Israel a high-level competitor in the European avocado market. Geographically, Israeli growers are closer to Europe than their Mexican and Chilean competitors. At the same time, competition from Morocco and Spain is increasing.

Over the five years to 2024, Europe’s import value from Israel doubled to nearly €400 million. Israeli avocados are a favourite in quality retail outlets. Most of the Israeli exports to Europe consist of Hass avocados. But the country can also offer a variety of green avocados, such as Ettinger, Fuerte, Pinkerton, Arddit, Nabal, and Arad.

South Africa counts with leading avocado companies

South Africa has a stable supply to Europe. It is also home to several multinational avocado companies, such as Halls and Westfalia Fruit. The country is generally well-organised, with 95% GLOBALG.A.P.-certified farms and a majority complying with the local ethical and environmental standard of the Sustainability Initiative of South Africa (SIZA).

The avocado industry has a strong focus on exports. Of the 158,000 tonnes of avocados produced in 2024, 81,000 tonnes were exported. According to the South African Avocado Growers’ Association (SAAGA), 80% of production is dark-skinned Hass and Hass-type cultivars, the main variety for export.

Europe is the main destination for South African avocados. Their European import value reached €300 million in 2024. Europe imported significantly more avocados in 2023 and 2024, with an estimated annual growth of 16% in volume. Yet it is likely that some of these volumes were actually re-exported avocados from increasing production in nearby countries like Zimbabwe, Mozambique and Tanzania.

Which companies are you competing with?

The avocado trade has become a mature business with many professional players. This has raised the bar to a very high level. There are several large companies with associated growers and an international presence. Professional exporters such as Peru’s Camposol, Colombia’s Cartama and Westfalia in South Africa increase their businesses through acquisitions and mergers.

The most competitive players in economic terms, but also in sustainability terms, will be best placed to withstand this coming period, which in any event will be harder-fought.

Peru and Camposol

According to Agrodataperu, the main exporters in 2025 include Avocado Packing Company (Mission Produce), Agrícola Cerro Prieto and Westfalia Fruit Peru. Being Europe’s biggest supplier, there are many other large exporters, such as Camposol, Plantaciones del Sol (Ingleby Farms), El Parque, Danper and Viro Group, several of which are funded with foreign investments.

Camposol is the largest fruit company in Peru. Peruvian companies like Camposol are well financed and have invested in new, professionally managed and fully certified avocado orchards. This has turned them into one of the leading exporters of avocados. The downside of the enormous production capacity of Camposol and other Peruvian companies is the concentration of high volumes in a short period. The supply peak results in lower prices.

To secure their market, Camposol has set up their own trading office in the Netherlands and invested in avocado cultivation in other origins, such as Colombia. By doing this they will reach the strategic goal of becoming a year-round player. With a reliable, year-round supply and presence in Europe, Camposol has the tools to negotiate directly with European supermarkets.

Colombia and the Cartama group

In Colombia, a large share of avocado exports are accounted for by a handful of companies. Among these are Cartama group, Westfalia Fruit Colombia S.A.S., Hass Colombia SAT, Fruty Green Packing S.A.S., Jardin Exotics S.A.S, FLP Colombia S.A.S and Green Superfood S.A.S. There are also newcomers in Colombia, local and from abroad, such as Hass Express and Coltrópicos.

Colombia’s Cartama group has been one of the fast-emerging exporters to Europe. The company was founded by a group of avocado growers. Boasting its own packing house, it has reached high volumes and high-quality fresh produce through co-operation. It also thinks pro-actively about its sustainability goals and creating a positive ecological impact, for example through forest conservation. This combination has been a successful recipe for Cartama in the European market. The company celebrated its 5,000th container in 2024, and aims to export 1,900 containers in 2025.

The Cartama Group has a joint venture with the British Fresca Group to invest in 422 hectares of avocado orchards, and also a partnership with Mission Produce. In 2020, the company established another sales office in the Netherlands. Cartama uses this local sales office to better prepare for supermarket promotions.

Israel and Galilee Exports

Israeli exports are mainly in the hands of three companies: Galilee Exports, Granot Fresh, and Mehadrin. Besides technological investments, leading companies are also expanding their cultivation activities outside the country.

Galilee Exports is responsible for around 40% of the country’s exports. It was founded by three grower co-operatives, which have joined forces to become one of the largest fruit companies in Israel. The company also cultivates avocados in Peru. Through this kind of expansion, it is maintaining a competitive position in the global trade.

South Africa and Westfalia

Companies in South Africa have a long trading history in avocados. Among the country’s larger avocado exporters are Westfalia Fruit, Halls, Letaba Pakkers (Dole) and ZZ2.

With 1800 hectares of avocado orchards, Westfalia is the largest supplier in South Africa. It produces around 5 million cartons per year. However, this is only 30% of its worldwide supply. The company has expanded its business into many countries and has grown into one of the leading avocado companies in the world. For some it is a serious competitor, but the size of its operations and its international presence also make it a potential client for other avocado exporters.

Which products are you competing with?

Avocados are not an easy product to substitute. They are unique in their taste, characteristics, applications and health benefits. Ready-to-eat and supermarket promotions are important factors for consumers buying avocados instead of other fresh fruit.

Within the avocado trade, the Hass variety is the most popular. They do well in overseas travel and are considered best for ripening. In Eastern Europe and Italy, green skin avocados, such as the Fuerte, may be sold instead of Hass. Specific varieties, such as the Hass Lamb and the licensed Gem avocado, can also become more relevant as the market further develops. This is not only to diversify taste, but also because different varieties can extend the supply season.

4. What are the prices of avocados on the European market?

Trade prices for avocados fluctuate depending on the available volume. The summer prices are generally lower due to the higher offer, especially from Peru. In the coming years, prices will be far from stable. Excessive supply volumes will become more regular, but climate change will also have a larger influence. Other influences that determine prices are quality, size and variety. The highest average prices are generated by Class I Hass avocados with popular sizes (16–18). Hass avocados fetch a higher price than greenskin avocados, with an average difference of 28% on the wholesale market according to RaboResearch.

Monthly import data from January 2022 to June 2025 shows fluctuating CIF prices of between €8 and €13 per 4kg box. Peak prices go up to €14 per box for excellent quality and when supply is scarce. Bottom prices of €6 per box or even lower have also been recorded during periods of strong oversupply. The price premium for organic avocados is generally 10–20%. When avocado become very expensive for consumers, the demand for organic diminishes and the extra margins can go down. Do not be misled by price indications. In the end, it is the market which determines the trade price.

Figure 11: Avocado trade volumes and calculated import prices in Europe per calendar month, 2022-June 2025 (in thousand tonnes and €/kg)

Source: Eurostat, calculations by ICI Business

Importers generally maintain a profit margin of at least 8% of the wholesale price, excluding handling costs, ripening and packaging. Figure 12 shows the development of wholesale prices for Hass avocados in the Netherlands.

Figure 12: Average wholesale prices for Hass avocados in the Rotterdam market, 2021-June 2025 (in €/kilo free on truck)

Source: RaboResearch 2025 (all sizes and origins included, ready-to-eat excluded)

Normal retail prices are between €1.10 and €1.60 for regular-sized avocados. On sale, they can be sold for as low as €0.75 each. Ready-to-eat (RTE) avocados are sold for a higher price, for example packaged per pair for €2.99. Organic avocados are the most expensive type, with prices fluctuating between €1.50 and €2.00 per unit. These retail prices do not reflect trade prices in any way, because large retail chains or supermarkets often have supply programmes for avocados with fixed prices. The retail prices and promotions are managed independently from those on the free spot market. A retail programme provides the stability and security of a steady supply volume, but prices are not negotiable.

Table 3: Indicative selling prices per channel (in €)

Source: ICI Business, based on industry sources, trade data and retail prices

*The retail values per kilogram and per box are calculated based on the selling price per unit, including VAT.

ICI Business carried out this study on behalf of CBI.

Please review our market information disclaimer.