Global demand for blueberries continues to rise, with North America and Europe remaining the main consumption markets. In the United States, annual per-capita consumption now exceeds 1.3 kg and continues to increase. Demand in the European Union remains steady, although the market faces price volatility and inconsistent supply. China has expanded both production and consumption, and other Asian markets, including India and Thailand, are recording gradual import growth. According to the RaboResearch Blueberry Update 2025, maintaining demand growth in line with expanding supply will depend on targeted marketing and consistent product quality.
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Global supply expands and diversifies
David Magaña, Senior Food & Agribusiness Analyst at RaboResearch, reports that global blueberry supply is expanding and diversifying. "Peru remains the largest supplier in South America, while Morocco is rapidly gaining ground in Africa and could eventually surpass Chile and Canada. Production in the US is stable, Canada is leveling off, and Mexico is under pressure to improve cost efficiency. South America is seeing varietal innovation, whereas Europe faces challenges such as regulatory constraints. Meanwhile, China remains the largest producer and has started exporting. These developments point to a more integrated global supply landscape, where scale, genetics, and logistics will determine future competitiveness."
Consumption growth continues
Blueberry consumption remains on an upward trend in major markets. Magaña notes that "there is still room for growth in the US. Overall demand is rising significantly and outpacing that of other fruits. The trend toward healthy snacking presents an opportunity for further demand growth in both established and emerging markets. Over the past decade, US imports have increased substantially, while real prices have also edged up. This indicates that higher volumes are being absorbed without downward pressure on prices."
European market dynamics
The European market is viewed as having growth potential, although several constraints remain. Magaña explains that "ensuring sufficient availability and quality during certain times of the year remains a challenge. At the same time, competition has intensified. Over the past decade, Peruvian blueberry exports to the EU have nearly quadrupled, and Morocco's rapid growth could make it the second-largest exporter by the end of the decade, potentially overtaking Chile and Canada. However, Morocco's continued growth will depend on the availability of critical production factors such as land, water, and labor – resources that are far from guaranteed."
In the European Union, rising costs and resource limitations are restraining production growth. To meet increasing consumption in established and emerging markets, including the Asia-Pacific region and the Middle East, producers and exporters will need to prioritize improvements in quality, efficiency, and market strategy.
For more information:
David Magaña
Rabobank
Tel: +1 559 4477955
Email: [email protected]
www.rabobank.com
