A trade mission organized by FAO, EBRD, and Morocco Foodex facilitated Moroccan exporters' engagement with over 25 importers in Singapore and Malaysia from April 21-25, 2025. Blueberries were a focal point, with industry stakeholders noting their status as the fastest-growing produce category in Singapore. According to Andriy Yarmak, Economist at the FAO, "In 2024, blueberries surpassed strawberries to become Singapore's top imported berry by value." The growth rate for blueberry imports has been 18% annually, contrasting with the stagnation of overall fruit and vegetable imports, which have only grown at 2% annually.
This surge in blueberry demand is attributed to trends favoring healthy, convenient snacks, improved quality and availability, and global supply expansion. The market has experienced a shift in supplier dynamics, with South Africa emerging as the leading exporter by volume. The United States, once the market leader, fell to ninth place by 2024. China, Zimbabwe, and South Africa have expanded their presence significantly. China increased exports to Singapore by over 23 times from 2020 to 2024, Zimbabwe expanded shipments 15-fold, and South Africa tripled its exports. These countries have overtaken traditional suppliers like the United States, Chile, and Spain. Peru, the global leader in blueberry exports, doubled its shipments, ranking second, while Morocco also doubled its exports, ranking sixth.
Morocco's market share in Singapore's blueberry imports grew modestly from 8% to 9%. Despite the rise of other countries, Morocco is seen as having strong potential to expand its exports due to its seasonal niche and quality reputation. Morocco's supply window complements other major exporters, providing year-round coverage. Moroccan blueberries are recognized for their quality, crucial in Singapore's market. Sea freight shipments offer emerging opportunities, although the 25-27-day transit time poses challenges. Singaporean consumers demand firm, juicy, crisp, and sweet blueberries, and soft berries are less likely to sell.
Importers highlight rising price competition, driven by China's expansion and new suppliers like Turkey and India. This trend suggests further downward pressure on prices, challenging suppliers to maintain profitability while meeting Singapore's quality expectations. Moroccan exporters must address logistical challenges and navigate the competitive pricing landscape to capitalize on Singapore's demand. Differentiation through quality and reliability will be essential to strengthening their market position.
Source: EastFruit
