I have fond memories of the mango program back in my days as a produce buyer. As far as tropical fruits go, they have two big things going for them.
Their one obvious advantage is their ultra sweet flavor, reminiscent of lounging on the beach at some sunny destination while partaking in the local tastes, whether that be in solid or, ahem, liquid form.
The other advantage is that gram for gram, mangoes are one of the most cost-effective tropical fruits available at the grocery store. You get a lot of bang, or in this case, a lot sweet-tasting memories of the tropics for your buck.
But not all mangoes are created equal. Some varieties perform better on taste, while others provide more bang for your buck. That's why back in my day, I always wanted to offer my customers a value mango and a flavor mango, allowing them to choose which benefit interested them the most.
Graphic: Courtesy Execulytics
Nowadays, the one value/one flavor strategy seems a little simplistic for today's modern customer. It is not uncommon to see a counter filled with numerous varieties in different shapes and colors, from different sources around the world, each with a unique flavor profile. You could almost make up a fruit tray entirely with mangoes and not repeat any varieties.
The two things you need to know about mango consumers is they eat more produce than non-mango consumers — 18% more, according to recent Execulytics consumer research. And mango consumers know what they want in their fruits and vegetables.
At the end of 2021, Execulytics surveyors asked 5,000 consumers about their produce purchase habits, and more than one in five people said they purchased mangoes in the preceding three months.
Learn more: Mango commodity overview
Also, the survey showed they are more likely than non-mango consumers to be influenced by taste, followed by quality, price and seasonality when making produce-purchase decisions. Suppliers and retailers that can deliver on these criteria are more likely to reap the rewards of these consumers' produce dollars.
Whether you plan to offer your customers a flavor mango, a value mango or numerous mango options with a combination of attributes, just remember your mango customers will have a more finely tuned sense of your offer and will spend their money based on their perception of it. Do right by your mango customers, and this valuable customer will do right by you.
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Mike Mauti has more than 25 years of professional experience in the produce industry, most of it in retail. He is the managing partner of Execulytics Consulting, based in the Toronto area. The company services produce suppliers and retailers. He is a frequent contributor to PMG and The Packer.