The World Avocado Organization (WAO) celebrated its 10th anniversary at Fruit Logistica in Berlin, with its annual industry congress held as a prelude to the trade fair. The event brought together professionals from across the international avocado value chain.
Held on the eve of Fruit Logistica, on 3 February 2026, the meeting brought together representatives from across the value chain and served as a platform to provide a comprehensive overview of the European avocado market. The event featured data on retail performance, consumer insights, and strategic perspectives on how the category is evolving in key European markets. In addition, the WAO included a presentation by Eric Imbert, a CIRAD researcher, who delivered an independent analysis of global supply and consumption, offering further context on long‑term consumption trends in Europe.
The data presented confirmed that 2025 was an especially strong year for avocados in Europe, reflecting a decade of sustained market development driven 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 it has evolved,” said Shelly Vorster, recently appointed CEO of the World Avocado Organization (WAO). “Over the past decade, avocados have gone from being a niche product to becoming an everyday food in many European markets. WAO’s role has been to accompany that evolution, helping the sector better understand consumers, increase household penetration and purchase frequency, and anticipate new trends so the industry can continue moving forward.
Sustained growth in Europe in 2025
The research presented by CIRAD showed that average avocado consumption in the EU27+ reached 1.8 kg per capita in 2025, representing the largest annual increase of the past decade and confirming a trend of sustained growth over the last ten years.”
In terms of volume, the European market recorded an average growth of 16% in 2025, reinforcing the dynamism of the category both in consolidated markets and in those still developing.
The country-by-country analysis showed sustained growth across Europe, driven by increased purchase frequency, broader household penetration, and the increasingly important role of avocados in daily consumption.
Growth in 2025 was also marked by a notable expansion of the consumer base. During the summer of 2025, 6.2 million more people in Europe purchased avocados, demonstrating the category’s ability to continue attracting new consumers and extending its reach beyond its traditional audience.
Germany leads European growth
Germany established itself as the fastest‑growing avocado market in Europe, recording a year‑on‑year increase of 32%. Despite this rapid expansion, only 44% of German households currently buy avocados, highlighting the significant growth potential that still exists in the country.
Thanks to its performance, Germany stands out as one of the main drivers of growth, combining very strong current results with clear opportunities to continue bringing new consumers into the category.
Italy reaffirms its position with sustained growth
Italy positions itself as the second fastest‑growing avocado market in Europe, with a 26% increase in volume, well above the European average. This growth is mainly driven by the incorporation of new buyers into the category, as avocado consumption expands further and reaches new consumer profiles.
Central and Eastern Europe consolidate their position as developing markets
In Central and Eastern Europe, Poland stood out as the third fastest‑growing market, recording a 27% increase in volume. With 50% of households purchasing avocados, growth is expected to remain on an upward trajectory, driven both by higher purchase frequency and the incorporation of new consumers.
The Netherlands remains a developing market, with 46% household penetration over the past year. However, the avocado’s value share stood at 6.4%, well below the European average of 16%, indicating significant room for growth.
Romania also showed positive progress, with a 13% increase in volume and 47% household penetration, consolidating its position as a developing market with sustained potential.
France consolidates its position as Europe’s largest market
France remains the largest avocado market in Europe in terms of volume. In 2025, sales grew by 16%, resulting in a significant increase in the volume marketed. This growth was driven mainly by regular consumers, who purchased avocados more frequently and in larger quantities, confirming the strong integration of the product into the shopping habits of French households.
Different stages of development across Europe
The data highlighted that the avocado market is at different stages of maturity across Europe. In Spain, growth was driven mainly by regular buyers, who purchased avocados more frequently. In addition, opportunities for development were identified beyond major urban areas and among retailers that still have lower penetration in the category.
Según los datos más recientes, el mercado minorista de aguacate en España creció un 9% en volumen el pasado año. En valor, el crecimiento alcanzó el 20%, impulsado principalmente por una mayor frecuencia de compra entre los consumidores actuales y por un incremento del precio medio.
The United Kingdom remains a developing market. Although British consumers already buy more avocados than in most European countries, growth potential remains closely tied to attracting new buyers, encouraging purchase among those who do not yet consume avocados and maintaining volume growth among regular customers.
Portugal, although still an emerging market with 32% household penetration, recorded a slight 1% drop in volume, reflecting the different dynamics currently prevailing in European markets.
Beyond the retail results, the independent analysis presented during Fruit Logistica provided a broader view of how avocado consumption is evolving in Europe.
Data show that avocado consumption is already fully consolidated in Western Europe, where nearly 60% of European consumers live in countries with a per capita consumption of more than 2 kg. At the same time, there remains significant growth potential in developing markets, especially in Italy and in some regions of Eastern Europe, where per capita consumption is still well below the European average.
Germany, Italy and Eastern Europe are currently the main engines of growth, accounting for a very significant part of the increase in consumption in Europe. These markets are playing a key role in the next stage of avocado development in Europe, as the category continues to expand its reach and become increasingly integrated into mainstream consumption.
“Now that the avocado is entering a more mature phase, the focus is no longer just on growing, but on doing so responsibly. European markets are becoming increasingly diverse, with diverse cultural and consumption dynamics, and this requires tailored and locally relevant strategies. Our priority is to continue to drive demand-driven growth, working with our members to ensure a strong and sustainable supply for years to come,” explains Zac Bard, Chairman of the World Avocado Organization.
Ten years building the European avocado market
On its 10th anniversary, the World Avocado Organization highlights the long-term impact, reflecting a decade of consistent work focused on consumer insight, retail collaboration and strategic market development. Looking ahead, WAO remains committed to sustainable, demand-driven growth, supporting both established and emerging markets as avocado consumption continues to expand across Europe.
