Category Development

The National Mango Board values research-driven decision making. That's why the mango industry has invested time and money in category development research to help fine-tune mango marketing and merchandising strategies. 

The Mango Performance Benchmark Report summarizes scanner data for mangos and the tropical fruit category, including sales, volume, pricing and promotional efficiency trends for the nation and nine sub-regions. The report covers 2013 to 2014 data and reveals that while whole mango dollars per store per week declined 8%, fresh cut mango dollars per store per week increased 6%. This comprehensive report is packed with insights for the mango category.

The Quarterly Mango Category Development and Ad Tracking Reports provide a timely update of mango scanner data for the country and by sub-region. These reports include mango contribution to department, dollars and volume per store per week and average retail pricing by quarter.  Mango advertising trends are also included and correlated to mango movement. Get the quarterly reports in the tab below.
If the Mango Performance Report leaves you hungry for more detailed information about mango performance by market, our Mango Market Development Index Report is just what you’re looking for. It boils mango purchases per capita down to a single index number so you can easily compare markets and regions across the country.

Mango Quality Webinar 

The NMB hosted a webinar on May 7, 2015 in conjuction with Dr. Jeffrey Brecht from the University of Florida who discussed detailed information on proper mango temperature management. During this webinar, Dr. Brecht provided detailed information on best practices to prevent the impact of chilling injury in mangos at warehouses, distribution centers and stores. This included comprehensive information on safe chilling threshold temperatures for different varieties and maturities of mangos and emphasis on the importance of temperature when ripening mangos at different distribution facilities/warehouses and stores.  

In Addition, the webinar continued with a wealth of mango category information and consumer research with insights into consumer preferences and barriers to mango purchase - also available on Wendy McManus, NMB Retail Program Manager discussed access data that can help the mango industry understand the short and long-term trends in mango movement, including the exciting trends in fresh-cut mango sales. Lastly, there was a focus on the strongest mango per capita markets and sub-regions, and which markets represent the greatest opportunities.   
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