New Zealand Avocado Consumption Could Unlock $30m Domestic Growth Opportunity

New Zealand avocado growers are looking to the domestic market for the next stage of industry growth, with higher New Zealand avocado consumption potentially adding more than $30 million a year to the wholesale value of locally sold fruit. The outlook has also featured on TVNZ Breakfast, drawing attention to the gap between local avocado consumption and levels across the Tasman.

Almost 8 million trays of avocados are expected to enter domestic and export markets during the 2026-27 season. Close to 3 million trays are earmarked for New Zealand consumers and nearly 5 million for export. At current values, the fruit is forecast to represent about $60 million in domestic wholesale sales and $100 million in export markets. For growers, increasing New Zealand avocado consumption offers another way to absorb that supply.

New Zealand Avocado Consumption Trails Australia

New Zealanders currently eat about 3kg of avocado per person each year, compared with 4.7kg in Australia and 12kg in Mexico. NZ Avocado chief executive Brad Siebert says narrowing even part of the gap with Australia could create a sizeable source of additional demand.

“If New Zealanders lifted avocado consumption to around Australian levels, the domestic wholesale market could potentially grow by more than $30 million a year,” Siebert says.

“For growers, that represents a significant opportunity to build another source of demand alongside export markets and support continued investment in orchards, packhouses and the wider supply chain.

“We currently consume around 3kg per person, so even closing part of that gap would have a meaningful economic impact for growers and the communities that rely on the sector.”

Fresh avocados sold here are locally grown. NZ Avocado says New Zealand does not import avocados, meaning additional domestic demand directly supports New Zealand-grown fruit.

Growing Supply Puts Focus on Domestic Demand

Export markets remain critical, but stronger New Zealand avocado consumption can provide growers with another channel as production volumes rise.

“Domestic consumption provides an important market for growers and the scale of the opportunity becomes more significant as production increases.

“The challenge for the industry is not simply producing more fruit, but continuing to build demand so that additional volume can be absorbed by both domestic and export markets.”

The goal is not simply to sell more fruit during a large season. More regular household use could create sustained demand for growers, packhouses and the wider supply chain.

Changing Meal Habits Could Lift New Zealand Avocado Consumption

A National Guacamole Day Study of 1,003 New Zealand adults suggests eating habits are already becoming more diverse. Lunch was a more common avocado occasion than breakfast, at 23% compared with 18%, while 24% of consumers said they ate avocado across several meals or occasions.

Toast remains the leading pairing for avocado consumers at 68%, followed by salad at 48%, eggs at 42%, Mexican food at 31% and sushi at 25%. Expanding use beyond breakfast and brunch could help New Zealand avocado consumption move closer to Australian levels.

“Avocado has traditionally been strongly associated with breakfast, brunch and toast, but consumers are increasingly using it across a much wider range of meals.

“The opportunity is to make avocado a more regular part of what people prepare at home rather than something associated with one particular meal or recipe.”

The study also found consumers are combining avocado with Indian, Middle Eastern and Pacific flavours alongside Asian-style condiments and pickled vegetables.

Avocado Toast Moves From Cafés to Home Kitchens

Cost-conscious eating appears to be changing where people consume avocado rather than removing it from their diets. Among respondents who eat avocado toast, 61% said they mostly prepare it at home while just 5% mostly buy it from cafés. Another 27% said they were purchasing café avocado toast less often than a year earlier.

“People haven’t necessarily stopped eating avocado toast. What appears to have changed is where they are eating it, with the majority now preparing it themselves at home.

“That is positive for growers because avocado remains part of consumers’ diets even when spending patterns change.”

The research was commissioned ahead of National Guacamole Day on 16 September. It also found 45% of people who prepare guacamole have their own regular recipe, while 37% adapt recipes according to ingredients already at home. These behaviours could support New Zealand avocado consumption by making the fruit easier to use in everyday meals.

New Zealand Avocado Consumption Offers Another Growth Avenue

Siebert says consumption does not need to reach Mexican levels for the domestic market to make a material difference. Australia provides the more immediate benchmark.

“We don’t need to reach Mexican consumption levels for that to make a material difference.

“Even gradually moving closer to Australia would represent meaningful additional demand for New Zealand-grown avocados and provide another avenue for growth for growers,” he says.

With a major crop expected and eating habits continuing to evolve, New Zealand avocado consumption could become a more significant part of the industry’s growth mix. Even a gradual rise towards Australian levels could add tens of millions of dollars in annual demand while helping absorb greater volumes of locally grown fruit.

PR Support for New Zealand Food and Primary Sector Brands

Food and primary sector organisations often need to translate production data, consumer research and market trends into stories that matter beyond their industry. Effective media relations can explain the commercial significance of changing demand while giving sector leaders a credible voice in national conversations. Impact PR’s New Zealand public relations specialists develop news-led communications to build awareness, strengthen reputation and support commercial objectives. For export-focused sectors, PR can also demonstrate the scale and capability of New Zealand businesses to customers, partners and stakeholders. Strong communications should connect those findings to the wider economic story without overstating what the data shows.