The European market potential for avocados

The supply of avocados is increasing fast, but the European market can still take on higher volumes. The healthy nature and multiple uses of avocados result in strong consumer demand. France and Scandinavian countries are already very mature markets, while Germany and Italy still have room for growth. While consumption is still on the rise, supply peaks make profitable returns more unpredictable.

1. Product description: avocados

Avocados (scientific name: Persea americana) are classified into four main types: Guatemalan, Mexican, West Indian and hybrids. 

The Hass avocado, a Guatemalan race with pebbled black skin, is the main planted variety today. Hass lends itself well to ripening and can withstand long transport times. There are new Hass varieties available, such as Lavi Hass, Lamb Hass and Gem Hass. These Hass sub-varieties help extend the supply season.

Table 1: Avocado varieties and trade code

Source: ICI Business

Figure 1: Examples of avocado varieties. Top: Benik, Hass, Nabal. Bottom: Ettinger, Fuerte, Pinkerton.

Source: OECD (2004), 'Avocados', International Standards for Fruit and Vegetables, OECD Publishing, Paris

2. What makes Europe an interesting market for avocados?

The European demand for avocados continues to grow. Higher volumes in the market will continue to drive up consumption, but production and supply volumes make the avocado market unpredictable.

Second best-selling tropical fruit

According to the OECD/FAO Agricultural Outlook 2021-2030, avocados are expected to become the second-most traded tropical fruit in the world by 2030, after bananas. They will overtake the export volume of both pineapples and mangoes. In Europe, avocados have already become the second-most valuable imported fruit. The avocado import from non-European countries of origin in 2024 was valued €3.5 billion, of which €2.8 billion came from developing countries. Continuous investments in global production combined with growing demand are contributing to further expansion of the market.

The growth of avocados outperforms other major tropical fruits despite the lower production. Global production volume is expected to reach 12 million tonnes by 2030, three times more than in 2010. Part of this production is exportable, particularly the Hass variety.

With approximately 2.8 million tonnes in 2024, Mexico is the world’s largest avocado-producing country. Its exports mainly fulfil the demand in the United States. Production in Peru, Colombia, Kenya, Morocco and Tanzania showed double digit growth in recent years. Most of their exports are destined for the European market. Peru is the most dominant supplier in Europe.

The total world trade in 2024, without considering intra-European trade, was approximately 2.8 million tonnes. Europe is currently responsible for 34% of global imports. Together with the United States, it will remain one of the principal markets for avocados in the coming years. For growers it will be important to focus on specific subregions where demand has room to grow.

Promotion is the key to success

Avocados have been the most dynamic fruit in the past years. Despite supply peaks and price fluctuations becoming more common, European market growth has remained positive over the past years. Promotion and strong investments are at the base of the avocado’s success.

Avocados have become a standard product in grocery stores in Europe, especially in northern and western European countries. Imports continue to increase, reaching 963,000 tonnes in 2024. Average prices have gone up in recent years. These increases are mainly in imports outside the summer period, due to lower availability, but cost inflation must also be taken into account.

Because global production is increasing, price fluctuations will become more common in the future, as will regular price drops if there is too much supply. Despite the strong demand for avocados, there is a limit to Europe’s ability to keep up with the speed in which avocados are being cultivated for export across the world. According to CIRAD’s Fruitrop magazine (2023), the growth of new avocado plantings in the main supplying countries is slowing down. This may give the market some room to breathe in the next five to ten years. In the coming years, more European markets will reach a level of maturity and new markets will be needed to sustain further growth.

The advantage of avocados is that they are programmed (contractually planned) by retailers. Their promotions can help sell additional volume. This way a much larger volume can be pushed into the market for lower prices and boost consumption. These price drops are especially noticeable during the Peruvian season (May-September). Growing import volumes from other countries also contribute to oversaturation of the market. Besides retail promotions, the avocado industry can also rely on promotional efforts by international organisations such as the World Avocado Organisation and the Hass Avocado Board.

Figure 2: European import (EU-27+UK+EFTA) of avocados with non-European origin

Source: Eurostat/Access2Markets (EU-27) & ITC Trade Map (UK, Switzerland and Norway) 

Untapped potential in consumption

Avocados are appreciated because they are a unique and healthy product with various culinary applications. According to Cirad’s FruiTrop, average consumption in Europe in 2024 was approximately 1.7 kg per capita. This is more than the 1.4 kg per capita in 2020-2021. However, compared to the world’s biggest consumer countries, European consumption is still underdeveloped. There are major differences in consumption between Europe and North America, as well as within Europe itself.

You can find the strongest consumer markets in north-western Europe. In France and Scandinavia, avocado consumption has reached a peak. Germany is catching up fast, with strong recent growth. There is growth potential in southern and eastern Europe. Countries like Italy and Poland have large populations and below-average avocado consumption.

The gap with the leading consumer regions shows that there is still potential for growth in Europe. In the United States, consumption per capita is already more than 4 kg. In Canada it is almost 3 kg. Mexico, the world’s largest avocado producer, consumes 6.5–7 kg per capita.

Source: Cirad/FruiTrop 2025 and industry sources

3. Which European countries offer the most opportunities for avocados?

France, Germany and Scandinavian countries have the highest consumption per capita. While growth in some of these leading consuming countries is slowing down, Germany, Italy and Eastern European countries still have potential to grow in the coming years. Many of these countries receive their avocados through traders in the Netherlands or Spain, which are the leading importers of avocados.

Source: ITC Trade Map, 2025

*Trade figures in the Netherlands may also include imports by other European markets using Dutch logistics.

Table 2: Details and development of the main European avocado markets in 2024

Source: ITC Trade Map, 2025

The Netherlands: your main trade hub for avocados

The Netherlands is the main trade hub for avocados in Europe. You will find several major avocado importers in the Netherlands. Here, avocados are ripened and distributed to many European destinations.

The Netherlands is responsible for more than 36% of Europe’s avocado imports. Total imports in 2024 were 386,500 tonnes, of which 349,000 were of non-European origin. Close to 15,500 tonnes were certified organic. The country is also the largest non-producing exporter of avocados in the world. Large volumes are re-exported to Germany, France, Spain, Poland, Belgium and Scandinavian countries. Dutch traders have become specialists in avocado ripening, packing and logistics. They are also used to working with different sustainability requirements of European retail chains.

Because of the leading role in trade, avocados are also common in the Dutch market. With a relatively small population of around 18 million people, it is among the stronger consumption countries in Europe. Due to the high re-export volume, this is not reflected in the data. Dutch retailers offer a variety of avocados from pre-packaged, ready-to-eat avocados to small-size avocados in a net for home ripening.

In the coming years, the Netherlands will remain a main trade hub for avocados. Over time, its function may become more logistical and less commercial as other avocado specialists emerge throughout Europe.

Germany: Provides most growth perspective

Germany is in full development. Promotion of health benefits and discount offers are important drivers for a rising avocado market. This makes it an interesting country for exporters.

Germany has the most growth perspective for avocados in Europe, together with Italy and Eastern Europe. It has the largest population in Europe and is still developing its avocado market. Currently, the consumption is around 2 kg per capita and rising. Avocados are praised because of their health benefits and German consumption is catching up with the stronger consumer countries in north-west Europe.

Favourable consumer prices and the interest in healthy eating contribute to strong growth. Most non-European suppliers have increased their supply to Germany. Imports from developing countries continue to grow too. Almost 130,000 of the 185,000 tonnes of imported avocados came from developing countries. Peru, Israel, Colombia and South Africa were the biggest suppliers to the German market in 2024. Large volumes from these countries are imported through the Netherlands. According to the Dutch Fresh Produce Centre, around 84% of avocados in Germany are supplied by the Netherlands.

Germany is the home country of successful discount retailers such as Lidl and Aldi. These retailers often take the lead in promoting avocados. At the same time a retailer like Lidl is known to be one of strictest when it comes to pesticide residues and sustainability requirements. German supermarkets are asking more and more for additional standards for avocados, such as Rainforest Alliance certification or GLOBALG.A.P. SPRING. This can be a barrier for avocado exporters. The aversion to pesticides also make Germany a promising candidate for selling organic avocados. Germany has the highest sales revenue for organic food in Europe.

France: Your largest destination for avocados

France is a leading market for avocados in Europe with a focus on high-quality avocados. Potentially you can find decent margins when you can fit your product into the major retail chains.

France imported over 202,000 tonnes of avocados in 2024. More than 80% came directly from developing countries. With a calculated local demand of 155,000 tonnes, France is the second-largest destination for avocados in Europe, after Germany. Consumption growth has been slower than in several other European markets. This can be attributed to the fact that France is a more mature market, with an estimated consumption of 2.3 kg per capita in 2024.

There is year-round demand in France. Although local or regional products from Spain are preferred, Peru is the main supplier of avocados, accounting for nearly 62,500 tonnes in 2024. Peru supplies a different season than Spain, Israel and Morocco, but it is unbeatable in volume and price. Promotions are common. Figure 5 shows a retail promotion in France of two large-sized avocados (size 14) for €1.49.

Spain and Israel are not necessarily the most economic sources for avocados. But price is less of an issue for buyers who focus on quality and local products. Despite the higher prices, France offers a good market for organic avocados, which it imports mainly from Spain.

Figure 5: Promotion in French hypermarket for large-sized avocados

Source: ICI Business (august 2023)

United Kingdom: Important consumer but with increasing economic pressure 

The United Kingdom (UK) is among the largest markets for avocados, but with high standards. As a supplier you must be competitive and well organised.

Avocado consumption continues to grow gradually in the UK. After 2021 (Brexit), supply from and via mainland Europe declined, but imports from non-European countries have continued to increase. The UK imported 134,000 tonnes of avocados in 2024. Nearly 129.500 tonnes came directly from non-European countries of origin. This is a growth of 11% compared with the previous year. Peru, Israel and South Africa lead the supply to the UK.

A growing interest in healthy diets and new ways of presenting avocados to consumers will keep up the demand. However, the sustainability of avocado orchards, or lack thereof due to their intensive water use, has also had a negative effect on some avocado enthusiasts. Companies such as Holy Moly and Worldwide Fruit aim to improve the consumer experience with fresh avocado dips or advanced ripening technology. Leading avocado companies like Mission Produce and Westfalia have also invested in ripening and commercial facilities in the UK. Westfalia Fruit will invest more in the UK as the centre of excellence for avocado ripening. They also introduced the ‘gourmet’ GEM avocado through the main British retailers. These investments confirm the importance of the UK market.

The United Kingdom is an interesting market to supply directly from developing countries. But there is little room for informality or mistakes. In this developed market you can expect continuing pressure on prices, while the quality and certification standards remain one of the highest.

Spain: Complements production with import

Spain is a producer, consumer and also an emerging trade hub for avocados. For an exporter Spain can be an interesting target country, because you will likely find a broader market than just Spain itself.

Spain is the main producer of avocados in Europe. According to Eurostat, production in 2024 was 112,000 tonnes. This volume was above the 5-year average of 104,000. In the same year, the country also imported over 260,000 tonnes of avocados. Peru was the main country of origin, with a volume of nearly 137,400 tonnes. It was followed by Morocco with 35,400 tonnes. The latest organic trade data also shows that Spain moved the most organic avocados into Europe (18,800 tonnes in 2023).

The actual consumption rate in Spain is difficult to estimate, because production, trade and transshipment statistics are not fully aligned. Either way, Spanish traders purchase more and more avocados from abroad to complement their own production season and meet international supply contracts. This makes Spain Europe’s second-largest exporter and trade hub of avocados after the Netherlands. Most of the avocados traded from Spain have France as their destination (55,800 tonnes), followed by the Netherlands (23,500 tonnes) and Germany (18,200 tonnes).

In the years to come you can expect Spain to become a larger consumer of avocados, but more importantly, it will further develop a larger role in the European avocado supply.

Italy: An emerging country for avocados

Italy is still emerging as an avocado country. The potential of its large population, a recent growth in imports and underdeveloped consumption should be a reason for exporters to maintain a focus on Italy.

Avocado consumption in Italy is still small (close to 900g per capita) compared to the Western European average. In Italy consumers hold on to traditional fruit and vegetables. 'New products' such as avocados take time to be introduced. Green skins and smaller sizes are popular, but people are getting more used to the Hass variety as well.

Despite the traditional consumers, Italian traders are optimistic about avocados and with reason. Total imports in 2024 were 58,400 tonnes, an average annual growth of 19% since 2020. Most avocados were supplied by European traders in the Netherlands, France and Spain. However, suppliers from Peru, Israel and Chile are increasing their exports to Italy too, trying to create a direct supply line to Italy.

Although Italy is currently not among the top consumer countries in Europe, its avocado market must be counted among the ones with the highest potential.

4. Which trends offer opportunities or pose threats in the European avocado market?

Avocado consumption is boosted by its reputation as a healthy fruit, product promotion and ripening innovations. Due to the increased attention, sustainability has become an important factor in the avocado trade.

Ready-to-eat fuels consumption

The consumption of avocados has been supported by developments such as ‘ready to eat’. Ripening helps provide convenience and quality at the same time. Consumers are prepared to pay a premium price for high-quality ‘ready to eat’ avocados. It is a safe and easy choice. Besides ready-to-eat avocados, there is still a large volume sold loose without the added value of ripening.

The ‘ready to eat’ trend started in the United Kingdom and the Netherlands. For example, in the Netherlands 57% of the avocados sold in 2024 were ‘ready-to-eat’, as opposed to 47% in 2020. But ripened avocados have also become a common product in most other European countries. It will continue to develop further and help boost the consumption.

Companies offer fruit ripening as a service or large fruit suppliers implement their own ripening facilities. Examples of specialist ripeners are Nature’s Pride and LBP (service provider) in the Netherlands, and Westfalia and The Avocado Company (Fresca Group) in the United Kingdom.

Ripening facilities will grow larger and become more advanced. More and more large companies invest in European-based facilities with the latest technologies, such as Softripe. Technology providers like Felix Instruments, the Experience Fruit Quality company and Aweta offer non-destructive solutions for testing the quality of avocados. This will contribute to optimal quality for ready-to-eat avocados.

As an exporter you can best capitalise on this trend by focusing on importers with ripening facilities. In doing so, you should always be aware of supplying uniform quality and an acceptable level of dry matter content.

Figure 6: Example of a ready-to-eat avocado

Source: smias per Open Food Facts

Sustainability has become a precondition

Environmental and social issues are becoming more and more important in the supply of fresh fruit and vegetables. This is even more so for avocados, which are in the spotlight and are seen as high-risk products. To stay in business, you must work on a sustainable and responsible production.

There are increasing concerns about water resources and deforestation in avocado production. These concerns touch many producing countries, such as Peru, Chile, Mexico and Brazil. Because avocados are a popular fruit in health food media, negative attention resonates in the public sphere. Although this has had little impact on general consumption so far, it influences the sourcing preferences and the pressure on certifications. For suppliers, this requires greater supply chain transparency.

A large number of retailers and importers are committing to social standards such as Sedex Members Ethical Trade Audit (SMETA), or initiatives such as the Sustainability Initiative Fruit and Vegetables (SIFAV). For example, together with SIFAV, the company Eosta has increased the transparency of ‘Living Wages’ in Kenya.

Social and environmental standards and certifications such as GLOBALG.A.P. GRASP, SMETA and amfori BSCI have become a precondition for the import of fresh tropical fruit such as avocado. Several European retailers have also upgraded their sustainability standards for avocados to the Rainforest Alliance and GLOBALG.A.P. SPRING certifications to meet their more stringent requirements.

As an exporter, you must be able to prove your good practices and convince importers and retailers in Europe. Besides obtaining certification, many avocado exporters have started to actively work on reducing their carbon footprints. Companies such as the Chilean firm Subsole have carried out several projects to confront different environmental issues, including their management of water, soil, energy and waste. Fairtrasa in Mexico has managed to produce carbon-neutral avocados, and Kenyan avocado exporter and processor Olivado uses by-products to make fuel and fertiliser.

Attention to the health factor of avocados

Avocados have a good reputation for their health benefits. In the future, you will continue to see avocados more popular as a versatile and healthy product. You can also profit from the increasing demand for organic-certified avocados.

Consumers in Europe are becoming more aware of health issues and pay more attention to their diet. Avocado fits well in this trend thanks to its good fats, fibre, vitamins and minerals. It also serves specific consumer groups that prefer a plant-based diet, such as vegans, vegetarians and flexitarians. All these aspects are used in the promotion of avocados and contribute to the increasing consumption throughout Europe. Avocados turn up in all kinds of recipes, like the Healthy avocado recipes of BBC Good Food, the 9 Healthy Avocado recipes for Breakfast, Lunch, Dinner, and even Dessert! from EverydayHealth, and the Jamie Oliver’s avocado recipes. According to the World Avocado Organisation, the ‘Millennials’ and ‘Gen Z’ generations reach most for avocados.

Thanks to the increased attention to health and the environment, the interest in organically produced avocados is growing. Organic specialists estimate that the organic market makes up between 13 and 15%. Looking at the trade data, organic avocados had a market share of nearly 4.8% imports from non-European suppliers in 2023. Their share grew by 6% between 2020 and 2023.

The current supply does not fully satisfy a year-round demand due to the difficulty of producing organic avocados. Organic avocados can be an opportunity for growers that are able to produce according to the strict European guidelines for organic production. You can expect a premium price for organic avocados – however, when avocado prices become too high, consumers stop purchasing organic or fall back on conventional supply.

Promotion, innovation and branding improve consumer experience

There are few fruits that have enjoyed so much promotion as avocados. Branding and promoting can contribute to consumers’ experience and quality perception. Avocados have great promotional value and are unique in the fresh sector for their level of innovation. This explains why avocados followed a strong upward trend and have become part of many innovative products and concepts.

Figure 7: Example of Italian branding of ‘creamy organic avocado with soft pulp’

Source: ICI Business

Avocado suppliers have created avocado brands in an attempt to link their brand to quality. Examples of importer brands are Best Choice Ready-to-eat from Special Fruit and Nature’s Pride Eat Me label.

Retailers try to steal the show with all kinds of variations and niche products. Besides ready-to-eat avocados, supermarkets like Tesco offer avocados for home-ripening and special gourmet varieties, such as the Gem variety. In larger consumer markets, such as France, you can also find large tropical avocados. Dutch supermarkets try to meet the demand for fresh convenience with ready-made guacamole and combined fresh packs to make guacamole at home.

Figure 8: Large tropical avocados next to packaged ready-to-eat avocados in a French supermarket

Source: ICI Business

The Western obsession with avocados has even led to restaurants dedicated to avocados as a main ingredient: the restaurant The Avocado Show that has grown into a European franchise chain, and the Avobar which has launched in London.

The avocado hype invites creative initiatives and products. However, some of these may be short-lived. As a supplier, you can best use your promotional strength by providing a positive background story about the origin and the growers of your avocados.

ICI Business carried out this study on behalf of CBI.

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