Mali: New market profile of dried mango and mango juice

A new market profile of dried mango and mango juice from Mali looks at the local, regional and European markets to identify potential opportunities for product diversification. The report, supported by the Fit For Market programme, was developed by COLEACP’s Market Intelligence service.

The dried mango export market is growing, particularly with demand for certified organic and Fairtrade products. South Africa is the main exporter of dried mango with an estimated market share of 50%. After Asian countries, the West African region supplies 15% of European imports of dried mango, often without preservatives and/or with organic certification. European dried mango consumption (mainly by UK and Switzerland) was estimated at nearly 6000 tonnes per year in 2018 with an estimated import value of €47 million.

There are few competitors in Mali and West Africa within this sector. Investment in a relatively low-cost drying unit allows Malian companies to quickly become strongly competitive against other regional players. Pilot promotion activities exist at the local level in Mali, for example via local radio stations emphasising the local origin – “Made in Mali”.

The mango juice export market is more difficult to access than that of dried mango. Purée or concentrate must be produced in compliance with strict hygiene procedures, requiring significant investment for an industrial-scale production facility, and a good control of the industrial equipment and processes. Smaller-scale operations producing juice for the national market in Mali is less risky, but requires the development of a range of several year-round products. Strong competition exists from the availability of imported sweetened juices at low prices, from Egypt, Spain, Tunisia, Morocco and Nigeria.

With the large quantity of mangoes available in Mali and the positive global consumption trends, COLEACP concludes that the market segment for dried mango and mango juice is very promising.

The COLEACP Research and Innovation service is currently updating its guide to sustainable production of mangoes, which includes mango diseases and SPS issues.

This activity is supported by the Fit For Market SPS programme, implemented by COLEACP within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union.