Gabriel Katkovcin analyzes the avocado market in Europe

From his position as Sourcing Manager at TITBIT sro , Gabriel Katkovcin has closely followed the transformation of the avocado market in Central and Eastern Europe over the past few years. Based in Prague, his experience offers a direct perspective on the expansion of consumption in countries still considered emerging markets, the impact of logistics on prices, and the potential tensions that could arise as Europe continues to absorb increasing volumes.

In this interview, Katkovcin reviews his career in the business and gives his vision on the current state of the avocado industry in countries such as the Czech Republic, Poland, Hungary, and Slovakia.

—How did you get into the avocado business and what changes have you observed in the European market since you started until today?

It all started when I moved from Slovakia to Prague, looking for work while enjoying life as a young student. I found a job at a startup focused on organic food, which was very trendy at the time. I never left Prague because I really enjoyed the energy of a dynamic business and found plenty of motivation to keep moving forward.

Later, my interest in organic food began to stagnate, and I decided to make a change. During that time, while I was between jobs, TITBIT contacted me, and I've been working at this great family business ever since.

Regarding changes in the European market, I wouldn't say I have a complete overview of all of Europe, but I do have a clear view of the regions where TITBIT operates, and there the changes have been enormous. If we compare just the volume of avocados we were selling when I joined 11 years ago with today's volume, the difference is huge: back then we were selling about two pallets a week of Hass and green-skinned avocados, while today it's six containers. I think that alone speaks volumes about the magnitude of the change.

This growth, he explains, is also reflected in the evolution of consumption in the emerging markets of Eastern Europe.

—From your position in the Czech Republic, how would you describe the evolution of avocado consumption in Eastern Europe and what factors are driving this growth in markets still considered emerging?

From my role at TITBIT in Prague, I've witnessed the tremendous growth of the avocado market in Eastern Europe. Eleven years ago, we were selling just two pallets of Hass and Greenskin avocados per week; today, that's six containers, and between 2024 and 2025 alone, there was a 40% increase in volume. In the Czech Republic, imports recently exceeded 11,000 tons, representing a year-on-year increase of between 20% and 28%, while Poland saw a 27% growth.

This growth is driven, first and foremost, by health and nutrition trends. The nutrients in avocados fit perfectly into plant-based diets and a broader search for foods perceived as healthy. This is further supported by a consistent supply from origins such as Peru, Kenya, and others, ensuring a continuous supply to urban supermarkets.

In emerging markets like Prague and Warsaw, social media and recipes have also helped expand its use in homes. In Poland, for example, avocados have already reached a 50% penetration rate in households. Compared to mature markets like France, where per capita consumption reaches 2.3 kilos, the growth potential in our region remains very high, even considering price fluctuations.

In that scenario, Katkovcin warns that logistics continues to have a significant impact on price formation.

—Considering that much of the supply in Central Europe is redistributed from hubs such as the Netherlands and Germany, what impact have transport costs —especially fuel prices— had on the competitiveness and final prices of avocados?

Transportation costs, and fuel prices in particular, significantly influence the price of avocados in Central Europe, precisely because much of the supply is redistributed from key ports such as Rotterdam, Hamburg, Koper, and Algeciras. When fuel prices rise, the cost of land transport to cities like Prague also increases, directly impacting the final retail price and the cost at the destination.

Specifically, transportation costs have increased between 25% and 35%. However, since the price of avocados is currently showing a slight downward trend, neither customers nor retailers are noticing this increase as significantly.

At the same time, the executive raises doubts about the sustainability of the current balance between supply and demand in Europe.

—Today, Europe continues to incorporate millions of new consumers. From your experience, is there real room for all origins, or are we entering a phase of greater pressure due to oversupply?

Sometimes, when I express my thoughts and opinions openly and publicly, the exact opposite ends up happening, so now I'm not sure whether I should confirm that the pressure is coming or say that this time it won't arrive.

What I can say is that, during this period and in recent weeks, it has been positive to see how larger volumes arriving in Europe at the right time can help keep prices more stable. However, it would be naive to claim that this trend is sustainable, considering that Peru is still far from its peak and that, in our part of Europe, avocado consumption slows down during the summer holidays in July and August. Furthermore, promotions will no longer be as aggressive as they are now.

This market behavior is also reflected in the consumer's response to price.

—In your market, how is the consumer responding to the price of avocados? Is it becoming a staple in the diet or is it still a price-sensitive purchase?

In the Central European market—Slovakia, Hungary, Poland, and the Czech Republic—consumers continue to be highly price-sensitive when it comes to avocados. Although their popularity has grown as a healthy “superfood,” and demand remains strong even at higher prices in certain segments, such as among young, urban, and wellness-oriented consumers, consumption drops significantly in many households when prices rise sharply or when there is inflation.

In practice, this means that avocados still exhibit a relatively high price elasticity in this region. For now, they behave more like a dispensable product than a true staple in the diet.

With expanding but still price-sensitive demand, Katkovcin describes a market that continues to grow in Central and Eastern Europe, driven by health trends, greater product availability and new consumption habits, although still conditioned by logistics, seasonality and the evolution of supply.