Over 9.3 million trays of mangoes were marketed during the 2014/15 season, making it the biggest mango season in the history of Australian Mangoes.
The total number of mangoes sold through Australian retailers increased by 37% and the total value of those mangoes increased by 31% compared to the 2013 season.
Australian Mangoes Marketing Manager Treena Welch said that 500,000 more households were attracted to the mango category, they purchased on more occasions, and bought more mangoes on each occasion.
“The results are in stark contrast to the 2013/14 season when consumers told us loud and clear that they were dissatisfied with the quality of their mango experience. Execution of the two seasons was vastly different but ultimately the results were driven by one thing – our collective ability to consistently deliver a good to great mango. This is the single biggest opportunity our industry has for increasing consumer demand and achieving sustainable, profitable growth,” Ms Welch said.
Selling mangoes that look good and taste good is the most important thing.
“In 2014/15 the marketing Wheel of Velocity and Momentum took hold. The results of consumer research conducted by Nielsen Homescan illustrate what we’re capable of achieving when growers, wholesalers, exporters and retailers unite under an industry plan, move to the beat of the crop and collectively commit to delivering the mango experience consumers expect,” Ms Welch said.
Crop forecasting gave wholesalers and retailers visibility to keep the fruit flowing through the system, enabling them to deliver mangoes that looked fresh and vibrant on the shelf. It gave retailers the information and confidence they needed to adjust their marketing plans allowing them to adopt advertising and pricing strategies that encouraged shoppers to buy more mangoes on each occasion.
“For the first time major retailers broke with traditional marketing and sales tactics maintaining large, luscious mango displays in the prime location at front of stores well beyond Christmas and regardless of catalogue and competing product activity. Mangoes dominated the point of purchase from the beginning of the season to the end acting like consumer magnets.
“Focusing on fruit maturity and the decision to pick meant we were able to give consumers a more consistently good eating experience. Eating a mango with that juicy, sweet, unique mango flavour gave consumers ‘permission’ to indulge. This is what drove the strong repeat purchase particularly amongst the medium and heavy buyers who are responsible for purchasing the majority of the volume and value of mangoes.
“In the end, how we launch the season has a major impact on our overall performance. Large, luscious displays of good quality fruit that’s well priced gives our customers permission to indulge and, if the eating experience is good, it’ll underpin the momentum we need for the entire season,” Ms Welch said.