European market for processed mango

This study analyzes the European market for processed mango products -- juices, concentrates, pulps, chutney, dried mango, and others -- to determine whether it would be in the interest of West African producers to invest in plants, equipment, and market development to export such products. Findings are as follows. The 12 European Community (EC) countries import 10,000-15,000 MT of processed mango annually, with the beverage segment of the market accounting for 60-70% of this. Germany, France, the Netherlands, and the United Kingdom are the four largest consumers of fruit products; the major suppliers of processed mango are Brazil, Colombia, Guatemala, and Peru. Although there is a supply glut, processed mango is still more costly than other processed tropical fruits. Marketing of processed mango is complicated, and EC firms tend to rely upon a few suppliers with whom they have established relationships. Given the above, it will be difficult for West African producers to penetrate the EC market. However, as signatories of the Lome Convention they have some competitive advantages, such as the right to export to the EC duty free. In addition, West African suppliers with ready access to port facilities have a transportation advantage. They will need to be able to talk authoritatively about their products, and might begin by taking samples to EC trade shows. The focus should be on potential new products that do not require high capital investment; the market potential of sun dried mango slices, which could be sold as a premium, all-natural product, should be studied. A.I.D. should focus on assisting firms with existing processing capability, rather than creating new firms. The identification of varieties most suited for the different segments of the EC market is an important first step on the road to developing a competitive West African processed mango industry.