Study Shows Mango Buyers Purchase More

The National Mango Board (NMB) has published the Mango FreshFacts Shopper Insights report, which shows that mango buyers spend 40% more per grocery basket than other produce buyers. This 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.

Key findings include:

  • The mango buyer spends $80 per grocery basket on average, 40% more than the typical produce buyer who spends just $57 per basket.
  • Strongest mango buying segments accounted for 55% of mango sales and include Foodies, Natural/Organic Shoppers and Hispanic Shoppers.
  • The top one-third of mango buying households accounted for nearly 75% 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. Also available is the NMB’s 2012 Performance Benchmark Study, which reveals that mangos make up 43% of tropical fruit sales and that the average retail price for mangos increased 8.5% in 2012 to $1.02 each.

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