Over the past five years the entire Australian Mango Industry has united in the quest to meet and exceed consumer’s expectation of a great mango experience, our efforts have fuelled an ever increasing appetite, resulting in more households buying mangoes, and buying on more occasions.
From the 2013 season to the 2018 season, volume sold through the domestic retail market grew by 42.2%, while price grew by 7.8% resulting in a value growth of 53%.
The 2018-2019 season ended with the second largest production on record and only 10% down on the 2017-2018 season (the largest in the history of the Australian Mango Industry). The flow of the 2018-19 crop was significantly different to the previous season with a later start and a more condensed ‘peak’ which saw a greater volume of fruit reaching the market during November, December and January.
More Australians are falling in love with mangoes as the industry continues its focus on forecasting and quality, delivering fresh and vibrant mangoes to the shelf, and ensuring every mango is packed with the unique mango flavour Australians passionately refer to as the “taste of summer”.
We break mango buying households into five distinct groups based on ‘loyalty’, which is measured by the number of occasions a household buys mangoes during a single season, and we refer to the transition in customer loyalty as the ‘ladder of love’. Our job as an industry is to move households up the ladder from ‘flirting’ buyers on the bottom rung (households who buy on one occasion during the season) through to ‘wedded’ buyers on the top rung (households who purchase on seven or more occasions).
Over the past five years ‘wedded’ buyers have almost doubled in number growing from 11% of buying households in 2013 to 21% in 2018. In 2018 ‘wedded’ buyers purchased an average 10.8 occasions, paid more for their mangoes than any other segment, bought 52% of all the mangoes sold at retail and were responsible for 54% of the dollars spent on mangoes.
As we work to take consumers up the ladder of love and into the ‘wedded’ buyer segment we simultaneously want to attract new customers to the category, and from 2013 to 2018 we have attracted 871,000 new households with 580,000 becoming ‘wedded’ buyers.
Based on the strong growth over the past five seasons, the increase in population, and industry’s continued focus on the ‘wheel of velocity and momentum’, demand for Australian mangoes will continue to grow.
For more information contact Treena Welch at AMIA: firstname.lastname@example.org, or 0417 001 253.
Sources: Nielsen Homescan
2013/14 Mango Season: 14/07/2013 - 22/03/2014
2014/15 Mango Season: 13/07/2014 - 21/03/2015
2015/16 Mango Season: 12/07/2015 - 19/03/2016
2016/17 Mango Season: 10/07/2016 - 18/03/2017
2017/18 Mango Season: 09/07/2017 - 17/03/2018
2018/19 Mango Season: 08/07/2018 - 16/03/2019