European market potential for mangoes

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The consumption of ripened and freshly cut mangoes has been increasing rapidly locally, in Europe, and Asia. In the export markets, Kent and Keitt varieties are preferred. Over the years, mango production has become a major economic enterprise, with farmers investing in five varieties, namely Keitt, Kent, Ngowe, Van Dyke, and Apple, for commercial purposes.

Mangoes are grown extensively in the Coastal regions, Riftvalley, and Ukambani in Kitui, Makueni, and Machakos. They are also grown in the Western Kenya and Central Kenya regions such as Nyeri, Murang’a, and Kiambu. The Kenyan mango industry has a competitive advantage due to its extended mango season spanning from October to March and a shorter season from April to June.

Where to sell your mangoes

In Kenya, most of the mango produce is consumed locally, both in rural and urban centers. You can target open-air markets, supermarkets, hotels, juice processors, or export markets.

In 2021, the self-ban on exporting mangoes to the European Union was lifted, opening the lucrative market. Japan and China have opened up new markets for dried mango chips. With the Asian and EU markets, the demand for the fruit has exceeded the supply. One kilo of dry mangoes sells for about Kshs 650 – 700 in the export markets.

Which European Countries offer the most opportunities for mangoes?

France, Portugal, France, the United Kingdom, and Germany provide the largest market for Kenyan mangoes. Despite their production, Spain provides an excellent demand for mangoes. The Netherlands also plays a vital role in the mango trade in Europe and can be a good market hub to target. Germany and the UK ensure that the highest standards are maintained, while Portuguese and French consumers focus on the taste.

Trends that offer opportunities in the local and exports markets for Kenyan growers and exporters

The key factors driving the market growth include the rising demand for freshly cut and ripened mangoes, the increasing preference for fruit-based ingredients, and the increased consumption of mango-based products. Some trends that offer opportunities include:

Freshly Cut and ripened mangoes attract consumers

Consumers in different parts of the world are looking for high quality, fresh produce that fits their lifestyle. Freshly cut, ripened, and ready-to-eat fruits are excellent for each consumer. For instance, according to the CBI, the demand has hiked in Japan, the UK, the Netherlands, and southern European countries such as Italy and Spain. Tree-ripened mangoes have the best taste. However, to get ripened mangoes into the European and Asian markets, growers and exporters will have to maintain the perfect quality and food safety control.

Value addition in Mango-based Products

Value addition is an essential way of boosting profits from your produce. Mangoes are used in juices, jams, fruit bars and candies, jellies, preserves, condiments such as pickles and chutneys, and fruit-based cosmetics. Besides, they are used in making ready-to-drink beverages and vinegar. The demand for mango pulp is relatively high considering that it’s used in beverages by manufacturers such as Nestle, PepsiCo, and Coca-Cola.