HORTICULTURE Innovation Australia is moving into the next cycle of the Australian Mango Industry’s levy-funded marketing campaign, claiming some major wins over the past three years as well.
According to the Australian Mango Industry Association, which is delivering the work in partnership with the Research and Development Corporation, there was “much to celebrate” from phase one in its quest to deliver a “mango experience that meets and exceeds consumer expectations”.
According to marketing manager, Treena Welch, the mango industry has created a future that now looks very big and very bright.
One of the bases to the renewed industry momentum is the Australian Mango Industry Wheel of Velocity and Momentum.
Some of the highlights for the industry have been:
- Widespread adoption of the Australian Mango Industry Quality Standards for visual and maturity standards by growers and retailers in both domestic and export markets.
- Export volume grew by 38.6 per cent and value grew by 51.4pc
- Domestic volume grew by 18.4pc
- Domestic average price grew by 18.1pc
“Growth in domestic volume and price resulted in a value growth of 40pc versus the total fruit category growth of 20pc over the same period of time,” Ms Welch said.
She also said the industry had achieved significant growth in loyal customers with “wedded” buyers accounting for 15pc of all mango households in 2016 versus 11pc in 2013.
“Wedded buyers purchased 44pc of all the mangoes sold; purchased on average 10.6 times, and paid a higher average price for the mangoes they purchased,” she said.
An additional 591,000 new households were attracted to the mango category in the time period, and 260,000 new households became wedded buyers, according to AMIA figures.
”Supermarkets significantly improved their mango offer with 70pc of consumers in February 2017 making their most recent mango purchase at a supermarket versus 65pc in 2014,” Ms Welch said.
Mango catalogue and newspaper advertisements went from a total 69 in 2014 to 215 advertisements in 2017— an increase of 212pc.
