The European market potential for mangoes

Europe’s mango imports have gradually increased over the past years. European consumers prefer the fibreless Kent and Keitt varieties. Tree ripe, ready-to-eat or fresh-cut mangoes are in growing demand. The main European countries that import fresh mangoes are the Netherlands, Spain, Germany, France and Belgium.

1. Product description

The mango tree, Mangifera indica, is native to a wide area stretching from India to the Philippines. The mango is a fleshy stone fruit (a drupe) of the climacteric type. That is to say, it is a fruit that continues to ripen after it is harvested. There are more than a thousand varieties of mangoes around the world. The Harmonised System (HS) code for fresh and dried mangoes is 08 04 50. Mangoes, mangosteen and guavas share the same HS code. Because these latter 2 are exotic products, mangoes are the main product in the trade statistics.

Fresh mangoes are available as:

• Normal whole fruit;
• Ready-to-eat (ripened at destination);
• Tree-ripened (air-freighted); and
• Freshly cut (consumer packed).

Table 1: Main varieties sold on the European market

Other varieties of mangoes are also present on the European market, but with lower volumes. Without being exhaustive, we can mention the following varieties:

• Amélie, Zill and Smith, produced in West Africa (Côte d’Ivoire, Mali, Burkina Faso and Guinea). Amélie is progressively disappearing from the market;
• Haden, produced in Latin America;
• Ataulfo, produced in Mexico and Brazil;
• Irwin, produced in Spain and West Africa (Côte d’Ivoire, Mali, Burkina Faso);
• Alphonso, Chausa and Totapuri and Sindhri, produced in India and Pakistan (especially sold on ethnic markets);
• Nam Doc Mai, produced in Thailand.

Figure 1: Mango varieties Keith, Tommy Atkins and Kent (from left to right)

Source: OECD (2012), Mangoes, International Standards for Fruit and Vegetables, OECD Publishing, Paris

Figure 2: Mango varieties Kasturi/Israel (1), Kent/Peru (2), Kent/Peru airfreight (3), Osteen/Spain (4)

Source: Pierre Gerbaud

2. What makes Europe an interesting market for mangoes?

Mangoes are 1 of the most appreciated tropical fruits by European consumers. The demand for mangoes is stable and European mango imports have a near-linear growth. The European market is the second largest importer of fresh mangoes in the world. Mango consumption in Europe is dynamic, supported by promotions organised by mass retailers. Several countries supply the European market. If you decide to export mangoes to Europe, you must be ready to face strong competition.

Fresh mango consumption on the rise

After the COVID-19 pandemic, mango imports into Europe resumed their growth. Brazil and Peru continue to be the main suppliers. Brazilian mangoes are available all year round. Brazil exports 4 varieties (Palmer, Keitt, Tommy Atkins and Kent). Peru only exports Kent mangoes to Europe. Since 2021, Peru seems to be extending its campaign from 6 to 7 months.

The average cost of a tonne of mango (value-weight ratio) continues to decrease as imports continue to rise. The demand for mangoes is steady. Supermarkets show an increased interest in mangoes, which are often used as a loss leader. In 2022, direct imports of mangoes from non-European third countries exceeded 450,000 tonnes.

West African mango exports are subject to greater pressure from parasites than their Latin American counterparts. This pressure often occurs at the end of the campaign when the rainy season starts in these countries.

There is a wide range of mango varieties on the European market. The non-fibrous Kent variety is the most popular with European consumers, making it the market standard. Almost all the supplying countries export Kent mangoes to Europe.

Figure 3: European imports of mangoes (EU-27 + United Kingdom, incl. mangosteens, guavas) and average cost in EUR/tonne CIF

Source: FRUITROP/Eurostat

Several countries supply the European market with mangoes

Several countries supply the European mango market. The seasons in these countries mean that European buyers have a diverse range of mangoes on offer all year round. So, competition is fierce between suppliers. To succeed in making your mark, you need to supply the varieties most appreciated by buyers, according to your seasonality.

The European mango market is very dynamic. In 2022, it represented over 490,000 tonnes of mangoes, including the European production. Latin American countries exported the most mangoes to the European market, with over 347,000 tonnes (70% of the market share). They are followed by countries from Africa (15%), the Middle East (3%) and Asia (2%). The vitality of the European market is also shown by Europe’s mango production, which accounted for 6% of the market share in 2022.

Brazil is the only country that produces and exports 2 varieties year-round (Palmer and Tommy Atkins). The other mango-producing countries supply the European market according to the seasonality of the varieties they grow. In the early days, overlapping seasons between competitors were rare, but this is no longer the case.

Source: FRUITROP/Eurostat

3. Which European countries offer most opportunities for mangoes?

6 countries play a key role in the marketing of mangoes in Europe. The Netherlands is at the heart of the mango import thanks to the efficiency of its port infrastructures. The demand in the domestic markets of Germany, the United Kingdom, France and Portugal is quite sustained. Spain is the main European country producing mangoes. Its production continues to develop.

Source: ITC TradeMap

The Netherlands: Your main trade hub for mangoes

The Netherlands is 1of the main entry points for fruit and vegetables into Europe. Most, if not all, shipping lines include a stopover in the Netherlands. Fruits imported to the Netherlands are often re-exported to other European countries. In 2022, Brazil and Peru represented more than 37% and 36% of mangoes imported by the Netherlands, respectively.

In 2022, mango imports to the Netherlands accounted for more than 36% of the total mango imports to the European Union (EU) (including the United Kingdom). As a trading hub, the Netherlands re-exported more than 168,000 tonnes of mangoes to other European destinations. This is more than 75% of its imports. The main destinations to which these volumes were re-exported are Germany (37%), France (10%), Belgium (6%), the Russian Federation (5%) and the United Kingdom (5%).

The Netherlands itself offer a medium-large market for mangoes. Mangoes are generally sold by supermarkets and increasingly as convenient freshly cut products (see trends below). But it is because of the challenges in sourcing mangoes and the logistical experience which will allow the Netherlands to maintain its leading role in the import and re-export of mangoes for several years to come.

Source: ITC TradeMap

Germany: Your largest destination market for mangoes

In 2022, Germany imported more than 87,000 tonnes of mangoes and re-exported less than 11,000 tonnes. This shows the domestic demand for mangoes. Mango consumption is strong in Germany, which is supported by frequent promotions organised by hard discounters (Aldi, Rewe, among others). Brazil and Peru are the main suppliers of the market, with 37% and 29% of market shares, respectively. Because most of the trade is done through these hard discounters, private certifications (GLOBALG.A.P., Organic) are key elements in supplying these buyers. German supermarkets conduct regular testing on pesticides and on Maximum Residue Levels (MRLs). A country can be banned from supplying this market for wrongful residue practices.

German consumers are interested in buying good quality crops. Trade concerns mostly use sea freight to ship mangoes. The mango airfreight market is almost non-existent. The German consumer is well aware of environmental issues, so the demand for organic or fairtrade certified mangoes is quite big in this market.

This market is expected to continue its growth. This is mainly thanks to the support of hard discounters that frequently use mangoes as a loss leader to increase their sales on other products. A loss leader is a product sold at a loss or at a cheap price to draw customers to supermarkets.

United Kingdom: Convenience is dominant

The United Kingdom is a very dynamic and active market for mangoes, thanks to a demand that is fuelled by a strong ethnic population that really likes mangoes. Mangoes are sold in supermarkets and ethnic convenience stores.

In 2022, the United Kingdom imported more than 78,000 tonnes of mangoes. Brazil and Peru account for 27% and 21% of mango imports, respectively, followed by the Dominican Republic (10%) and Pakistan (6%). The United Kingdom re-exported less than 3,000 tonnes, which is less than 3% of its imports. This makes it 1 of the markets where mango consumption was very high in 2022.

Current developments are mostly focused on diversification such as tree-ripened and premium mango, freshly cut mangoes (see trends below), but also on other added-value products such as frozen mango lollies and ice cream produced by the company Blue Skies. Another specific market segment is the ethnic mango market: the United Kingdom offers an important market for specific mango varieties from Pakistan and India such as the air freighted Alphonso and Kesar mangoes.

France: An interesting market for West African suppliers

Due to its ties with West African countries, as well as its proximity to the African continent, France is an interesting market for West African suppliers. However, in 2022, France imported around 68,000 tonnes of mangoes. The main supplier was Peru, with 29% of market shares. Peru exclusively exports the Kent variety mangoes. Spain follows with 18% of market shares. Brazil is third largest supplier, with 15% of market shares. Israel and Côte d’Ivoire, which is the main African supplier, each have 9% of the market.

The French market is quite special in the sense that it is 1 of the markets where the mango airfreight trade is as active as the sea freight trade. Only the Netherlands and Belgium have an airfreight market that is as active. Tree-ripened mangoes are in demand and sold at rather high prices. During summer, competition is quite high because of the wide variety of seasonal fruits available. These tend to attract buyers more because they are offered at very attractive prices.

France re-exports 20% of the mangoes it imports, so buyers have become increasingly aware of issues regarding certifications such as GLOBALG.A.P. over the years. Mangoes are largely available in supermarkets, where they are often used as a loss leader to attract buyers in stores, depending on the supplying country. There is an increasing number of organic mangoes marketed either fresh or for the catering segment.

There are growth perspectives for mangoes from Côte d’Ivoire, Senegal, Mali and Burkina Faso. But as an exporter you must be aware of 2 strong competitive factors:

1. Peru’s campaign is extending over the years and tends to overlap with that of African countries. This complicates the marketing of minor varieties (Amélie, Smith, Zill, among others). It prevents them from being better valued and forces them to be withdrawn from the market quickly.
2. France has a strong preference for locally produced fruits (see also trends below). This means the mango supply from neighbouring Spain is relatively high and is expected to remain strong, but you can also expect competition from local summer fruits such as French-grown stone fruit.

Spain: 1 of the fastest-growing markets for mangoes

Spain is 1 of the fastest-growing importers of mangoes. With both production and exports increasing, Spain is developing itself as a trade hub for mangoes. This means that Latin American suppliers can reach different markets through Spain, in addition to the internal market.

Spain is a rather specific market in several respects. First of all, it is a European production leader, with the Osteen variety being its best-sold mango. Although Osteen mangoes are expensive to grow due to labour costs, they are in high demand when their season begins. In 2022, Spain imported about 68,000 tonnes. The main suppliers to the market were Brazil (59% market share), followed by Peru (15%) and Côte d’Ivoire (3%). Second, Spain continues to play a key role as a leading country, re-exporting almost 90% of its imports. This trend is somewhat problematic to the dynamics of its domestic market. As a hub country, Spain's exports are destined for many other European countries. However, Portugal is the main re-export destination, accounting for 32% of re-exported volumes. France is the second largest destination, accounting for 26% of volumes.

Table 2: Spanish estimated production, trade and consumption of mangoes, in tonnes

Source: ITC TradeMap & industry sources

Portugal: The country with the highest consumption per capita

With a little over 10 million inhabitants, Portugal is not a large country. Nevertheless, it has the highest mango consumption per capita. It is an interesting market for those that are competitive with, or additional to, Spanish and Brazilian suppliers.

In 2022, Portugal imported nearly 38,000 tonnes of mangoes. 51% of imports came from Spain, followed by Brazil (26%) and the Netherlands (17%).

An estimated net import volume of 26,677 tonnes (import minus export) indicates that the average person consumes around 2.5 kg per year. Spain is undoubtedly Portugal's main supplier, followed by re-exporters from the Netherlands and Brazil, which export mangoes both by sea and air. Supply gaps are mainly covered by mangoes that are traded through the Netherlands. Portugal has strong ties to Brazil and offers limited direct opportunities to suppliers from other regions.

It can be challenging to find Portuguese importers who are willing to do business with unknown supply sources. Most of them will be comfortable with the trade they are used to with Spain, Brazil and the Netherlands. Portugal is a mature market for mangoes, so it may be worth exploring more direct trade opportunities, especially between the Spanish and Brazilian seasons.

Source: FRUITROP/COMTRADE/EUROSTAT

4. Which trends offer opportunities on the European mango market?

The demand for ready-to-eat and freshly cut mangoes in Europe is steadily rising. The demand for mangoes often fluctuates, depending on the varieties and suppliers. During summer, the demand for mangoes tends to be less sustained, which is the case for all exotic fruits. European buyers then prefer to buy season fruits (pears, peaches, apricots, watermelons, among others).

Freshly cut and ripened mangoes attract more consumers

To increase their sales, some importers supply ready-to-eat mangoes to their clients. As mangoes are climacteric fruits, they continue to ripen once they have been harvested. The ripening process is mainly applied to mangoes transported by sea or by road that are harvested unripe. There are 2 levels of ripening, the ready-to-eat stage (found in supermarkets) and the slightly ripened 1 sold by wholesalers, such as Rungis (France).

Tree-ripened and ready-to-eat mangoes

Tree-ripened mangoes are used for the airfreight trade. They are more expensive because of transport costs. To improve mango sales supermarkets, do not hesitate to promote ready-to-eat mangoes.

Specialised companies offer fruit ripening as a service, such as the Dutch LBP (Logistic Business Partners), while large fruit suppliers such as Ripenow and Nature’s Pride have implemented their own ripening facilities. The best way to supply ripening companies is to work together closely and optimise the fruit picking time.

Freshly cut mangoes

Freshly cut and packed mangoes are in a high-end segment that is growing in popularity because it adds value to mango sales. Because of hygiene and safety regulations as well cold chain issues, very few suppliers can provide these types of products to the European markets. African companies that are closer to Europe can take advantage of their proximity to explore this segment. Several supermarket chains have developed specialised facilities where they prepare freshly cut mangoes for their customers. This also allows them to make better use of the mangoes they sell.

A company that successfully entered the market for freshly cut mangoes is the British-Ghanaian fruit company Blue Skies. Their product can be found in supermarkets such as Tesco and in 2019 Blue Skies introduced their fresh-cut range in Carrefour. Besides Ghana and the United Kingdom, the company also has cultivation and processing operations in Brazil, Egypt and South Africa to maintain flexibility and deal with fluctuations.

It is best to first establish European alliances that ensure you have a market for cut mangoes. With the right alliances freshly cut mangoes can provide you with a segment that not everyone is able to enter. In the long term you must anticipate on keeping your product sustainable. This is important because the market more and more requires reducing plastic packaging and air-freighted fruit.

Figure 8: French supermarket promotion of freshly cut mangoes

Source: Fruit Consultancy Europe

Growing preference for sustainable and local in-season fruit

During summer, when seasonal fruits are available in large quantities and at cheap prices, the demand for exotic fruits is less consistent. As a supplier who exports during summer, you must keep in mind that your mango season will be competing with that of seasonal fruits in Europe. Therefore, mango sales could be slower and prices lower.

There is also a concern among European buyers about sustainability. European consumers will then prefer to buy seasonal fruits that have lower transport costs compared to most exotic fruits. This explains why sales of airfreight exotic fruits are lower during summer.

Supermarkets also support this process, and during summer they promote local fruits instead of imported fruits. That is why, for example, the Carrefour Group is initiating a transition to promoting mainly local, seasonal and organic products.

It is not likely that local fruit will affect the popularity of mangoes, but it can definitely have an influence on its consumption. Mango consumption will continue to grow as long as mangoes can compete with local fruit. But you can expect stronger fluctuations in demand, especially in the summer and during the Spanish mango season. As a supplier you must accept being flexible in your pricing as well as your export markets. Since mangoes are not the most stable fruit in trade, it can be difficult to find a buyer that is willing to commit to fixed volumes and prices.

Thierry Paqui in partnership with ICI Business carried out this study on behalf of CBI.

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