Market-Analysis: The growing demand for blueberries in Europe

The growth of blueberries is evident not only in the visible increase in size on the bushes but also in the heightened awareness of the benefits of a healthy lifestyle, which has led to a corresponding increase in blueberry consumption. This awereness has driven consumer demand and market growth for such fruits. In 2021, the global market value of superfoods, which blueberries are part of, was estimated at 152 billion USD, with an expected increase of 41% by 2027.

Blueberries are among the most nutrient-dense berries, rich in fiber, vitamins, and antioxidant components such as flavonoids and phenolic acids. These substances help reduce the risk of heart disease, diabetes and neurodegenerative diseases. The rising demand for blueberries has increased global production by an average of 6.1% per year. In 2021, the global blueberry industry was valued at 938 million USD. China was the largest producer of highbush blueberries (477,080 tons), followed by the United States (328,210 tons). The area under blueberry cultivation also increased by 12.1% and is expected to grow by 25.3% in the coming years.

Various marketing options are available for blueberries: 

1. Wholesale markets and auctions: Growers or shippers bring their crops to market, where price fluctuations are greatest. 

2. Marketing cooperatives: These distribute price fluctuations among producers through pooled costs and prices.

3. Direct sales to retailers: This requires contacting retailers and maintaining consistent berry quality. 

4. Direct marketing: Through farmers` markets, roadside stands, and pick-your-own operations. This can yield higher profits but requires investment in advertising, infrastructure, and personnel.

5.  Processing: Selling to processors is location-dependent, and processing prices are more volatile than fresh market prices.  

Blueberry prices on the fresh market have ranged from 2.00 to 5.00 USD per pint (approximately 340g) in recent years. Processing prices varied by location from 0.65 to 1.50 USD per pound (approximately 450g).

The European blueberry market has also experienced remarkable growth in recent years and is increasingly seen as a promising market. Both demand and supply of blueberries continue to rise, although the market's full potential remains unknown. Suppliers can benefit from this strong demand but also face increased price pressure due to the greater global availability of blueberries.

In the past five years, blueberry trade in Europe has grown by 1 billion Euros, reaching a total value of 2.1 billion Euros in 2021. Approximately 39% of this value is attributed to imports from developing countries. Chile, Peru, and Morocco have particularly contributed to the increased supply. Production is also increasing within and around Europe, especially in countries such as Spain, Poland, Ukraine, and Serbia.

Blueberries are popular in Europe. The COVID-19 pandemic did not negatively impact the blueberry market. On the contrary, demand for blueberries even increased, supported by retail promotions and a greater focus on healthy eating. However, the pandemic caused logistical challenges due to lockdowns and resource shortages in producing countries, mainly leading to delays. Exporters who efficiently manage their production, packaging, and logistics can still successfully operate in the European market.

The increased supply volume has led to declining prices since 2016, making blueberries more affordable for European consumers. Year-round demand forces suppliers to produce more efficiently and with higher quality.

In 2021, the largest blueberry company, Hortifrut, expanded its capacity in Morocco to supply the European market year-round. To stay ahead, companies must invest in excellent varieties, quality, and a continuous supply.

Overall, Europe remains an exciting market for blueberries due to its untapped potential and increasing demand for efficiently produced, high-quality berries.

The European blueberry market offers significant expansion opportunities, as there is untapped potential in several regions. Per capita consumption of blueberries in Europe is 0.5 to 0.6 kilograms per year, significantly behind countries like the USA and Canada (see Table 1). However, experts see Europe as a major source of growing demand, indicating future expansion. Within Europe, the United Kingdom, Poland, and the Netherlands lead blueberry consumption. The United Kingdom has the highest per capita consumption (estimated at 1 kg per person per year), while the Netherlands acts as a central trading hub and major re-exporter. Countries like Spain and Poland use their local production to boost imports during the off-season. Germany is a growing market, with imports rising from 32,000 tons in 2017 to 67,000 tons in 2021 (see Table 2). Germany prefers sustainably produced regional blueberries but relies on imports from countries like Peru and Chile during the off-season.

In the United Kingdom, a large part of the demand is met by imports, as production costs have risen after Brexit, favoring suppliers such as Morocco. In Spain, consumption is steadily increasing, with the country also acting as a major producer and utilizing imports from Morocco to meet demand. Poland is also a significant producer with a growing domestic market and relies on low-cost suppliers. In France, the market is developing more slowly, with imports, mainly from Spain and Morocco, meeting demand. Local production in France is insufficient to meet demand, so the country remains dependent on imports.

Overall, the European blueberry market shows dynamic growth and offers numerous opportunities for expansion and investment. Differences in regional markets indicate that the market will continue to grow. It is important to focus on quality and sustainability to meet the increasing demand.

Sources: 

CBI Ministry of Foreign Affairs. (2023). The European market potential for fresh blueberries. Source

Krishna, P., Pandey, G., Thomas, R., & Parks, S. (2023). Improving Blueberry Fruit Nutritional Quality through Physiological and Genetic Interventions: A Review of Current Research and Future Directions. Source

PennState Extension. (2017). Highbush Blueberry Production. Source