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Study shows mango shoppers buy more groceries per trip

The National Mango Board has published the Mango FreshFacts Shopper Insights report, which shows that shoppers who buy mangos spend 40 percent more per grocery basket than other produce buyers.

The report, prepared by Nielsen-Perishables Group, details shopper behavior based on loyalty card purchasing data from more than 30 million U.S. households. The study highlights opportunities to expand mango penetration beyond niche consumers and to increase frequency amongst the top buying groups.

Some key findings of the study include:

  • A mango buyer spends $80 per grocery basket on average, 40 percent more than the typical produce buyer ($57 per basket).
  • The strongest mango-buying segments accounted for 55 percent of mango sales and include foodies, natural/organic shoppers and Hispanic shoppers.
  • The top one-third of mango-buying households accounted for nearly 75 percent of dollar sales and made nearly three times as many mango-buying trips than medium or light buyers.
  • The mango basket is 9.9 times more likely to contain avocados than the average basket.
  • Other fruit items, such as pears, stone fruit and berries, are also likely to be purchased with mangos.

The complete Fresh Facts Shopper Insights Report is available at www.mango.org/retail/category-development-and-consumer-research.

Also available is the NMB's 2012 Performance Benchmark Study, which reveals that mangos make up 43 percent of tropical fruit sales and that the average retail price for mangos increased 8.5 percent in 2012 to $1.02 each.

The 2012 Performance Benchmark Study report, based on scanner data accounting for 98 percent of grocery sales, provides a detailed look at mango movement by quarter and sub-region for 2012 compared to 2011. This report also includes data on organic and fresh-cut mango sales.

The data and analysis are also provided by Nielsen-Perishables Group, and highlights include:

  • Tropical fruit category sales increased 9.9 percent in 2012.
  • Mangos made up 43 percent of tropical fruit sales, followed by kiwi at 20 percent and pomegranate and papaya at 10 percent each (pineapple and banana are in their own category, so are not included in the tropical fruit category).
  • Mango dollars per store per week increased 1 percent in 2012 to $185.
  • Mango dollars per store per week decreased in every quarter in 2012, except second quarter, which increased 8.8 percent.
  • The average retail price for mangos increased 8.5 percent in 2012 to $1.02 each.
  • Average retail price varied widely across the country from a low of $.82 in the West South Central sub-region to a high of $1.28 each in the West North Central sub-region.
  • Organic mango sales made up just 1.63 percent of total mango sales, down slightly from 2011.
  • The share of mango dollars attributed to fresh-cut mango sales increased from 10.1 percent in 2011 to 13.2 percent in 2012.

The NMB has also published the 2012 Mango Development Index report, which boils down mango sales by region or market to a single number for a simplified comparison of mango markets in the United States based on per capita mango sales. The report also includes index results for 49 markets in the United States. The top five indexing markets are Houston, Orlando, San Francisco, Dallas and Miami. The bottom five indexing markets are St. Louis, Memphis, Cincinnati, Birmingham and Greenville.