Why Mangosteen, The Viral TikTok Fruit, Is So Expensive | So Expensive | Business Insider

Summary

Mangosteen, known as the 'queen of fruit,' is surging in popularity, especially on social media with millions of posts highlighting its appeal. Once banned in the U.S. due to pest concerns, it has become more accessible since 2007, leading to a price drop from $120 per kilo to around $22. Farmers in India are responding to increasing global demand by prioritizing mangosteen cultivation, though trees take up to ten years to bear fruit. With the market projected to reach $658 million by 2030, mangosteen is becoming a sought-after exotic treat, despite its high price and logistical challenges.

Takeaways

• 🍈 Mangosteen's popularity is rapidly increasing, especially among younger consumers on platforms like TikTok, with 44.7 million posts featuring the hashtag #mangosteenfruit.
• 💰 In India, mangosteen costs approximately $4 per kilogram, while in the US, it can sell for as much as $6 per fruit due to high demand.
• 🌍 Mangosteen was banned from being imported into the US until 2007 due to concerns about pests, significantly impacting its price and availability.
• 📉 The removal of the import ban has allowed more mangosteens to enter the US market, driving prices down from about $120 per kilogram in the early 2000s to around $22 today.
• 🌱 Farmers in India are transitioning their crops to focus primarily on mangosteen, which now accounts for half of their profits.
• ⏳ It takes about 10 years for a mangosteen tree to start producing fruit, necessitating long-term investment from farmers.
• 👨‍🌾 Harvesting mangosteen requires skilled labor, with pickers climbing up to 40-foot trees to select ripe fruit while avoiding spoilage.
• 🚚 Transportation costs significantly impact mangosteen pricing, especially for those shipped by air, which are five times more expensive than ground transport.
• 💼 The global market for mangosteen is projected to reach $658 million by 2030, with a current annual growth rate of 3.6%.
• 👑 Mangosteen is often referred to as 'the queen of fruit,' and its high price and exotic appeal make it a rare treat for consumers, particularly in the United States.

Q & A

What is the current trend in demand for mangosteen?

The demand for mangosteen is skyrocketing, particularly highlighted by the 44.7 million TikTok posts under the hashtag #mangosteenfruit.

Why is mangosteen considered expensive in the U.S.?

Mangosteen is expensive in the U.S. due to historical import restrictions, the high cost of transportation, and the labor-intensive harvesting process.

What changes did farmers in India make to increase mangosteen production?

Farmers in India, such as those at Merlin Moothedan Nursery, are cutting down other crops to plant more mangosteen trees, as mangosteens currently account for 50% of their profits.

When did the U.S. lift the import ban on mangosteen?

The U.S. lifted the import ban on mangosteen in 2007, which allowed more of the fruit to enter the market and contributed to lowering prices.

What are the characteristics of first-grade mangosteens?

First-grade mangosteens are typically 4 to 8 centimeters in diameter, with a purple or nearly black outer shell and bright white fleshy fruit inside.

How do climate and soil affect mangosteen cultivation?

Mangosteen trees require a warm, tropical climate with high humidity and slightly acidic soil to thrive, which is why they are mainly grown in South and Southeast Asia.

What portion of the harvested mangosteen is sold directly to consumers?

Nearly a third of the harvested mangosteen is reserved for direct customers who visit the farm to purchase the fruit in smaller quantities.

What factors contribute to the price fluctuations of mangosteen?

Price fluctuations of mangosteen can be attributed to varying crop yields each year, transportation costs, and market demand.

What is the projected market growth for mangosteen by 2030?

The global market for mangosteen is projected to grow at an annual rate of 3.6%, potentially reaching up to $658 million by 2030.

Why did some street vendors sell mangosteen illegally in the past?

Street vendors sold mangosteen illegally due to a total ban on imports from regions outside Central America and the Caribbean, which lasted until 2007.