The Sweet Success of Mexican Mangos

Opportunities for innovation and growth with mangos.

Mexican mangos enliven the produce aisle with their bright rainbow of red, green and yellow. They are also popular due to their sweet, juicy flavor and high quality.

The Mexican mango industry has actively marketed its fruit, contributing to increased consumer awareness and demand — changing its status into a mainstream fruit category.

However, like many produce categories, Mexican mangos face challenges that can present opportunities for innovation and growth.

SEASONAL APPEAL

Mexican mangos dominate the U.S. mango market, particularly between February and September. This is due to Mexico’s proximity, abundant supply and excellent quality. In 2022, Mexican mangos exports were valued at approximately $440 million.

According to Maria Cavazos, manager at MC Produce Inc. in Montreal, Quebec, booming sales of Mexican mangos is “driven by increasing consumer demand for tropical fruits and improved distribution networks. Ataulfos have seen particular growth in opportunity.”

Chris Ciruli, chief operating officer of Ciruli Brothers LLC in Rio Rico, AZ, agrees. “Mango sales volume is driven primarily by production and availability. Years ago, at peak production, we were bringing in 2.5 million cases per week as an industry to supply the U.S. market. There are now several weeks where Mexico’s production exceeds 4 million cases per week. This allows for more availability, promotions and attractive pricing for the consumer, especially during the warmer months.”

Sales of Mexican mangos have grown significantly over the past decade, fueled by increased consumer awareness of their health benefits and culinary versatility, notes Albert Perez, chief operating officer and director of grower relations at Continental Fresh, LLC, in Miami, FL. “Retailers have also expanded shelf space for mangos, reflecting their importance as a staple fruit.”

Denise Gomez, marketing manager at J&C Tropicals in Miami, FL, agrees on the steady sales evolution of Mexican mangos. “Mangos have had steady sales growth throughout the years and consumers are eating more of them, at a pace of nearly 12%. That’s huge.”

“Mangos have had steady sales growth throughout the years and consumers are eating more of them, at a pace of nearly 12%. That’s huge.”
— Denise Gomez, J&C Tropicals, Miami, FL

“Mexican mangos have always been the core supplier for the U.S., defining the mango season,” explains David Ponce, director of grower relations for Amazon Produce Network, LLC in Vineland, NJ, the largest volume importer. “We have, as an industry, rounded out supply for 12 months with offshore options.”

OPPORTUNITIES IN NEW VARIETIES

While the market is well-established with popular varieties like Ataulfo and Kent, there is growing interest in developing new mango varieties. These innovations focus on enhanced flavor, smoother textures and extended shelf life, catering to consumer preferences for high-quality fruit.

Retailers who collaborate with suppliers to promote new varieties can position themselves as leaders in the category.

“While traditional varieties like Ataulfo and Tommy Atkins dominate the market, Mexican growers are exploring innovative mango breeds to cater to evolving consumer preferences,” says Perez.

“Experimental varieties focus on enhancing sweetness, reducing fibrousness and extending shelf life. Organic and fair-trade certified mangos are also gaining traction, meeting the demand for sustainable and ethical produce.”

Ponce says many growers are testing the viability of growing different varieties in Mexico and are “testing to see if they can withstand hot water treatment and/or irradiation treatment.”

Gary Clevenger, co-founder and managing member of Freska Produce International LLC, Oxnard, CA, says specialty varieties like Nam Doc Mai “are being cultivated in small quantities, but haven’t reached commercial scale in the U.S. due to higher domestic demand for unique or premium mangos within Mexico itself.”

EDUCATING RETAILERS AND CONSUMERS

Despite their popularity, mangos are often marketed generically, with little emphasis on specific varieties. This approach can create confusion, as some varieties, like Kent and Tommy Atkins, look similar, but differ in texture and taste.

“Retailers should educate consumers on the various mango varieties, helping them choose the right mango for their preferences,” says MC Produce’s Cavazos. “Emphasizing the sustainability and ethical farming practices of Mexican growers can also enhance the appeal of the product.”

Educating consumers on ripening and usage is key. “Many shoppers are unaware that Ataulfo mangos develop peak sweetness when their skin wrinkles slightly, while Tommy Atkins mangos should be consumed when they yield gently to touch,” says Perez.

PRICING AND MERCHANDISING STRATEGIES

Pricing, which fluctuates significantly, is often the key driver of mango sales, reflecting variations in size, quality and market conditions. Retailers must balance competitive pricing while communicating value to consumers. Merchandising and cross-promotions also play roles in driving mango sales.

“Pricing plays a pivotal role in mango sales,” says Perez. “Competitive pricing can drive impulse purchases, especially when the fruit is featured in promotions or discounts. Retailers often see a spike in volume sales when mangos are priced below $1 each or offered in multi-pack deals. However, price sensitivity varies by region, with premium pricing for organic or specialty varieties finding success in affluent markets.”

Ciruli says that last year Mexican mangos moved from as high as $16 FOB to a low in the $4 range, or slightly less, depending on the quality.

Variations in quality can influence pricing, with higher-quality fruit commanding premium prices, Cavazos says. “A box of golden-ripe size 5-6 mangos typically range from $11.85 to $12.95, while size 7s generally range from $10.95 to $12.95.”

Amazon Produce’s Ponce says while important, the pricing makes less of a difference than it did years ago. “The market has a strong undercurrent of steady demand now that mangos have claimed major real estate in prominent placement on retail shelves. Mangos are a staple in many households now and are not as influenced by price. However, we still see a significant jump in sales when retail prices drop below $1 per piece, and again when small mangos reach the two for a $1 mark.”

His No. 1 suggestion to retailers is to offer multiple varieties and sizes. “Place varietal descriptions at point-of-sale. A display with yellow, red and green mangos is a beautiful display that attracts attention. There is great variation in flavor among mango varieties. Consumers still have much to learn and discover to become mango connoisseurs.”

“Seasonal promotions, convenient packaging and sampling stations allow customers to taste the fruit to help to increase consumer engagement and boost sales by showcasing the unique qualities and flavor of each variety,” adds Cavazos.

Perez encourages retailers to offer in-store samples, and pair samples with recipe cards featuring mango-based dishes or smoothies. He also recommends thematic displays that tie in with summer barbecues, Cinco de Mayo or tropical vacations to inspire purchases. “Merchandising mangos effectively requires a mix of creativity and strategic placement.”

To drive sales, Ciruli urges retailers to display mangos in larger, eye-catching displays in areas that garner more traffic. “We strongly recommend moving mangos away from the traditional tropical section, which tends to be smaller and in the back of the produce department.”

Using social media campaigns with visuals, quick recipes and mango hacks, such as “an easy way to peel or cut a mango,” have been successful in merchandising says Clevenger. “Adding QR codes to displays linking to recipes, videos, or farm stories about Mexican mangos is another idea to help sell mangos.”

Cross promotions can also elevate sales by showcasing mangos as versatile ingredients. “Display mangos near granola, oatmeal or pancake mix to promote them as a topping option. Mangos also make great cocktail mixers. Place mangos alongside tequila and mixers for mango margaritas or tropical cocktails,” says Perez.

Gomez recommends pairing mangos with spicy and salty products such as tahini. “They are also great alongside guacamole and other Mexican staples.”

UNLOCK POTENTIAL

Perez says Mexican mangos continue to shine as a key player in the U.S. produce market, offering endless opportunities for retailers to engage customers and boost sales. “By leveraging effective pricing, creative merchandising and educational campaigns, the future of Mexican mangos looks sweeter than ever.”

By addressing challenges such as variable supply, pricing pressures, and consumer education, retailers can unlock new growth opportunities. Whether through innovative merchandising, strategic cross-promotions, or the introduction of new varieties, the potential for success in the mango category remains vast.

By staying informed of market trends and consumer preferences, retailers can ensure that Mexican mangos continue to grow as a top-selling fruit. “There is a reason why mangos are considered the most popular fruit in the world. There is still a lot of opportunity to drive interest and demand for this superb fruit,” says Ciruli.