The event, organised by the World Avocado Organization (WAO), brought together representatives from across the value chain and served as a platform to present a comprehensive overview of the European avocado market. Retail performance data, consumer insights and strategic perspectives on how the category is evolving across key European markets were shared.
In addition, WAO welcomed Eric Imbert, researcher at CIRAD, who presented an independent analysis of global supply and consumption, providing additional context on long-term consumption trends in Europe.
The data confirmed that 2025 was an especially strong year for avocados in Europe, reflecting a decade of sustained market development supported by data analysis.
“When you’ve been in the sector for ten years, as the World Avocado Organization has, it’s impressive to see how quickly things have evolved,” said Shelly Vorster, recently appointed Managing Director of WAO. “Over the past decade, avocados have shifted from being a niche product to becoming a regular part of everyday consumption in many European markets. WAO’s role has been to support that evolution, helping the sector better understand consumers, increase household penetration and purchase frequency, and anticipate new trends so the category can continue to grow.”
Rising consumption across Europe
Research presented by CIRAD showed that average avocado consumption in the EU27+ reached 1.8 kg per capita in 2025, marking the largest annual increase of the past decade and confirming sustained growth over the last ten years.
In volume terms, the European market recorded average growth of 16% in 2025, reinforcing the dynamism of the category across both mature and developing markets.
Country-level analysis reflected consistent growth across Europe, driven by higher purchase frequency, broader household penetration and the increasingly important role of avocados in daily consumption.
Growth in 2025 was also marked by a significant expansion of the consumer base. During summer 2025, 6.2 million additional consumers in Europe purchased avocados, demonstrating the category’s continued ability to attract new buyers and expand beyond its traditional audience.
Germany
Germany consolidated its position as the fastest-growing avocado market in Europe in volume terms, with year-on-year growth of 32%. Despite this rapid expansion, only 44% of German households currently purchase avocados, highlighting substantial further growth potential.
Thanks to its strong performance, Germany stands out as one of the main growth engines, combining robust current results with clear opportunities to attract new consumers.
Italy
Italy ranked as the second fastest-growing avocado market in Europe, with volume growth of 26%, well above the European average. This expansion was primarily driven by the addition of new buyers, as avocado consumption continues to broaden and reach new consumer segments.
Central and Eastern Europe
In Central and Eastern Europe, Poland stood out as the third fastest-growing market, with volume growth of 27%. With 50% household penetration, further growth is expected through both increased purchase frequency and continued recruitment of new consumers.
The Netherlands remains a developing market, with 46% household penetration in the past year. However, avocado value share stood at 6.4%, well below the European average of 16%, indicating significant room for expansion.
Romania also showed positive development, with 13% volume growth and 47% household penetration, consolidating its position as a developing market with sustained potential.
France
France continues to be Europe’s largest avocado market in volume terms. In 2025, sales grew by 16%, translating into a significant increase in total volume. Growth was primarily driven by regular buyers, who purchased avocados more frequently and in larger quantities, confirming the product’s strong integration into French household shopping habits.
Different stages of development
The data highlighted that the avocado market is at varying stages of maturity across Europe. In Spain, growth was mainly driven by regular buyers purchasing more frequently. Opportunities were also identified beyond major urban areas and among retailers with lower category penetration.
According to the latest data, Spain’s retail avocado market grew by 9% in volume last year. In value terms, growth reached 20%, primarily driven by increased purchase frequency among existing consumers and higher average prices.
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The United Kingdom remains a developing market. Although British consumers already purchase more avocados than those in most European countries, future growth potential is closely linked to recruiting new buyers and encouraging trial among non-consumers, while sustaining volume growth among regular shoppers.
Portugal, although still an emerging market with 32% household penetration, recorded a slight 1% decline in volume, reflecting the diverse dynamics currently shaping European markets.
A broader perspective
Beyond retail results, the independent analysis presented during Fruit Logistica provided a broader perspective on how avocado consumption is evolving across Europe.
The data show that avocado consumption is now fully consolidated in Western Europe, where nearly 60% of European consumers live in countries with per capita consumption exceeding 2 kg. At the same time, significant growth potential remains in developing markets, particularly in Italy and parts of Eastern Europe, where per capita consumption still remains well below the European average.
Germany, Italy and Eastern Europe are currently the main growth drivers, accounting for a substantial share of consumption increases across the continent. These markets are playing a key role in the next phase of avocado development in Europe, as the category continues to expand its reach and integrate further into everyday consumption.
“Now that avocados are entering a more mature phase, the focus is no longer just on growth, but on responsible growth,” explained Zac Bard, Chairman of the World Avocado Organization. “European markets are increasingly diverse, with distinct cultural and consumption dynamics, requiring locally relevant and tailored strategies. Our priority is to continue driving demand-led growth, working alongside our members to ensure a strong and sustainable supply in the years ahead.”
