Dairy products and innovative beverages are the 2 product categories that drive the growth of the mango puree market in Europe. The European market for mango puree is expected to continue growing at a moderate pace thanks to the versatility of mango puree in the processed food industry and growing consumer familiarity with tropical fruits. Growth is also driven by health-conscious consumers in Europe opting for plant-based products with health benefits.
Usually, clients buy mango puree from season to season. The main origin is Totapuri from India. If nothing [negative] happens to the crop, the main volumes are booked with single-strength Totapuri, while the 28/30 Brix puree is mainly intended for clarification, the dairy industry or blended products. These compete with puree from Colombia and Mexico because of the duty-free treatment of mango puree from these two origins. Importantly, major demand in Europe as a market is driven by hard discounters and they have the power to decide what they will sell. It is not the end consumer who decides: it is supermarkets that make the market.
Ralf Lämmle, Senior business manager, Binder International
Mango varieties around the world are very different. To bring a new country into the game means convincing clients to give the new mango source a chance. This is first achieved via a good price and then we have sampling. If the final mango product is based mainly on the mango component, then clients need the flavour and cannot change that. On the other hand, if mango is just a small part of the recipe, then it doesn’t matter so much. So, if you need the mango taste, you use the single-strength mango. If you need mango as an ingredient, then you probably opt for the 28/30 Brix mango puree – because buyers save on the transport cost.
Ralf Lämmle, Senior business manager, Binder International
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