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Global market overview Blueberries

As Peru's blueberry harvest volumes reached normal levels again with increased exports, the global blueberry market has returned to normal. Growers in China are seeing ideal weather that enhances the flavour of blueberries this year. South Africa's season, which is coming to an end soon, has seen blueberry exports increase by 7%. More blueberries for North America are anticipated in 2025. Supply is switching from Peru to Mexico and Chile.

Germany has seen Peru's volume increase with calmer demand over the festive season with more supply now coming from Morocco. Austria is seeing high blueberry prices. In Italy Peruvian supply dominates with very high prices for their first class blueberries. Belgium faces a lack of supply due to delays from Peru and Chile. In the Netherlands the berry market remains fragile. Spain has had an early start to the blueberry season. The United Kingdom market is transitioning from Peru and South Africa to other sources. Morocco's season started with low market demand. Egypt many companies turning to the blueberry industry. India's blueberry exports are growing steadily.

Peru: Exports increased with extended harvest season
Peru is consolidating its position as the world leader in blueberry exports, projecting a total volume of 323,928 tons for the 2024-2025 campaign. This growth, as Luis Miguel Vegas, general manager of Proarándanos, points out, is the result of a comprehensive strategy that combines market diversification, a commitment to quality, and adaptation to consumer demands. A crucial aspect of this success has been the evolution in the distribution of certified hectares by blueberry variety.

Changes in Peru's blueberry Varieties
In the last 10 years, the blueberry industry in Peru has shown astonishing growth. In 2016, the country had almost 2,000 hectares planted. By the end of 2024, that figure has multiplied exponentially, reaching around 20,000 hectares certified for export. The most interesting thing is that 80% of these hectares are now concentrated in nine main varieties of blueberries: Ventura, Biloxi, Sekoya Pop, Rocío, Mágica, Atlasblue, Emerald, Rosita and Sekoya Beauty. This change marks a significant contrast with a decade ago, when 80% of production was concentrated in just two varieties: Biloxi and Rocío. This progress not only reflects the diversification of blueberry varieties, but also the effort to adopt innovative genetic programs that ensure quality and competitiveness in the global market.

The distribution of certified hectares reflects the adaptation of the sector to respond to the demands of the global market. In 2016, the Biloxi variety dominated with 58% of certified hectares, but its share has decreased to 16% today. This decline has given way to more competitive varieties adapted to new consumer trends.

Today, the Ventura variety leads with 26% of certified hectares, standing out for its high productivity and acceptance in international markets. It is followed by Sekoya Pop, an emerging variety that occupies 14% of the certified area, known for its superior quality and resistance. This change in the distribution of varieties is a clear example of the innovation that characterizes the sector.

China: Ideal weather enhances the flavour of blueberries this year
Blueberries grown in Guangdong, China, are gaining an edge in freshness and lower transportation costs due to their proximity to key sales destinations, with the planting area steadily expanding.

The blueberries in Guangdong are primarily cultivated in plastic greenhouses using substrates. Thanks to the climatic conditions, January to March is the prime sales period, and current sales are proceeding smoothly. While the early production season sees smaller market volumes, February and March mark the peak harvest.

Recent weather conditions in the production area have been favourable for blueberry cultivation. There has been abundant sunlight during the day and large temperature differences between morning and evening. These factors have contributed to improved growth conditions, resulting in better taste and quality compared to last year.

Regarding the current market, while domestic blueberry sales are performing well, prices are lower than during the same period last year. In January last year, imported blueberries dominated the market, with limited supply from Chinese producers. Now, imported blueberries from Peru and Chile are available alongside a larger supply of domestic blueberries from various production areas in China. This increased overall market supply has driven prices down.

Chinese blueberries have distinct advantages in taste and freshness. However, being in the early production stage, their supply is still limited, leading to higher prices. The relatively low price of imported blueberries also impacts domestic sales.

South Africa: Blueberry exports 7% higher
The South African season hasn't formally ended yet. Until the end of week one, South African blueberry exports rose by 7% over last year, to just over 22,500 tonnes. A final export figure should be available by mid-February. Frost in various parts of the country shaved off potential export volumes to the tune of roughly 2,500 to 3,000 tonnes. In terms of quality, it was a very successful season with very few issues on arrivals.

"We will be reasonably satisfied with the 2024 results," says a blueberry grower in the Western Cape who also points out that global blueberry supply is characterised by stark periods of undersupply and then, from their point of view, when Peru's harvest starts, a period of oversupply. The impact of Peru's escalating blueberry volumes on South Africa and especially on the Western Cape had been underestimated, the farmer continues, and the current market dynamic is a reality with which they need to contend.

Some Western Cape blueberry farms have reached the limit of profitability but South Africa's northern neighbour Zimbabwe is handsomely benefitting from an earlier supply window. Zimbabwe's blueberry industry has been the fastest growing in the world.

South African blueberries enjoyed a market spread very similar to previous years, predominantly based on trade with the UK and the EU. From small volumes there are increases of 15% and 20% respectively to the Middle East and the Far East, welcomed by the industry keen to diversify.

The pest risk assessment required to open India to South African blueberries continues, while Thailand could open to South African blueberries in the not-too-distant future. The industry body BerriesZA is very focused on the International Berry Organisation's Summit which will come to South Africa in September, and will look to conclude more partnership participation agreements at Fruit Logistica in Berlin.

North America: More blueberries for North America anticipated in 2025
Blueberry supply should stay steady through the first quarter of 2025. Overall 2025's production forecast is slated to be slightly higher than 2024.

Currently, blueberries are coming from Mexico, Peru, and Chile, with Mexican production expected to remain steady through the first quarter of this year. Peruvian production is declining, with the last shipments arriving in mid-January. Chilean imports are starting to arrive with good volume through early March, with peak volumes expected mid-January for conventional blueberries and organic shipments arriving every other week starting late January.

Harvesting of organic blueberries from Oxnard, California will begin in mid-January with peak volumes expected in early March. Meanwhile, the greater industry supply expected this year is designed to meet the growing consumption of blueberries. However, the ever-increasing volumes of fruit present the need to drive demand through aggressive promotional opportunities and planning. Efforts by industry associations and marketers are addressing this trend. Studies suggest there's room for growth even in established markets like the U.S., where nearly half of households don't yet, or consume very little, blueberries.

Germany: Peru volume increase with calmer demand
Shortly before the Christmas holidays, Peruvian blueberries met with increased volumes and calmer demand due to the temperature. Blueberries from Morocco became more relevant over the course of week 2.

Austria: High blueberry prices
Austrian wholesalers are currently trading blueberries at quite high prices. Argentinian and Peruvian overseas goods are currently trading at 11.60 euros/kg. Occasionally, Moroccan goods are already available in specialised stores at 5.00-6.50 euros/kg.

Italy: Peruvian supply dominates with very high prices
In the main Italian wholesale markets, current prices of €15.50 per pack are reported for Peruvian first class blueberries, the only one currently available.

According to YouGov's Permanent Consumer Panel Observatory data, blueberries are entering more and more Italian households, with growth of 30% in just two years. The observation period refers to the year ending November 2024, compared to the previous two years. In those 24 months, almost 29% of Italian households bought blueberries at least once, more than 7.5 million households. Despite the increase in the number of buyers, the frequency of blueberry purchases remains stable: around six times a year, with an average price per purchase of around €3.30 and a quantity of around 250 grams, the most popular format.

An interesting fact is the increasing presence of blueberries in discount stores, which have seen a significant expansion of the product: the share of discount stores has increased from 9% to 13% in two years, a surprising result considering that blueberries are not a cheap product and are difficult to handle.

Belgium: Lack of supply due to delay from Peru and Chile
The blueberry supply is currently experiencing shortages due to a lack of arrivals from Peru, South Africa's out of the market, and delays in European ports for Chilean blueberries. However, supply is expected to be sufficient again from week 4 onwards. In the meantime, Spain and Morocco are also present in the market, albeit with smaller volumes and at different price ranges.

Netherlands: Berry market remains fragile
In the Netherlands, the hepatitis outbreak linked to contamination in Polish frozen berries continues to stir concerns. Some fruit growers are optimistic, however, and believe it may even stimulate demand for fresh blueberries.

"2024 has been a year for the blueberry market where we've seen that the market remains fragile. Shortages lead to sky-high prices that the market is willing to pay. On the other hand, surpluses are eagerly used by retailers to quickly push prices down to a point that isn't entirely necessary, but it serves as a way for them to recoup some money," notes a Dutch berry trader. "The recent Peruvian season, which is now nearing its end, had a slow start, but halfway through the season, large volumes reached the European market. The kilograms were achieved, but the spread could have been better."

"The first arrivals of the 2025 Chilean blueberry season show excellent quality. This is due to the fact that Chilean growers didn't face an excess of rain or frost in the preseason this year. This has resulted in a beautiful quality berry. In the coming two weeks, large volumes will continue to come in, but after that, volumes from Chile will quickly taper off for those who haven't adequately prepared. The fortunate aspect is that it seems the Moroccan season will start earlier and smoother than in recent years, so the transition period should be easier to manage."

"At the moment, the large volumes are selling well in the market, with supply and demand at a very reasonable level for this time of year. The key now is that we all ensure the Chilean grower receives a fair price and that we're not too quick to lower prices towards retail. Quality has a price, and that price must be paid," concludes the trader.

Spain: Early start to harvest season
Blueberries, with a 4% growth in acreage this season, is consolidated as the second most important berry in the province of Huelva, reaching 3,744 hectares. The first harvests with very limited amounts began in November by one company. Varietal diversification allows harvesting to begin in December, gaining competitiveness against South American productions and expanding its presence in emerging European markets. However, it faces increasing competition from third countries, especially in spring productions. At this moment the volumes of blueberries from Huelva are still limited but are slightly increasing every day while Southern Hemisphere countries still dominate the markets. The Spanish blueberry production will start being significant from March on.

United Kingdom: Market transitioning from Peru and South Africa to other sources
Over the past few months, the UK's blueberry supply has been dominated by Peru, supported by South Africa. However, the market is now transitioning to sources from Chile, Morocco, and Spain.

The quality of the Peruvian blueberries in general has been very good, better than previous years. There are always a few problems when the fruit is sea freighted, but Peru seemed to really be focussed on quality to come back from poor availability season last year and maybe to cement their spot as number one source during the Northern Hemisphere winter. South African blueberries had good volumes in the retailers this year.

The first blueberries from Chile have arrived this week and Morocco is just getting started, Spain is also on the market but with very high prices and low pick volumes.

The Chilean arrivals are of mixed quality at the moment, the punneted fruit is good, both in flavour and size. The quality of the bulk arrivals is mixed, but this can happen when containers are on the water for four weeks and will depend on the type of controlled atmosphere system shippers have chosen to use. The early Spanish and Moroccan season has started, but the cold weather has slowed production and prices are high, but supply will be better in a couple of weeks.

Morocco: Season started with low market demand
In Morocco, growers are in their second week of harvest. Initial feedback reports good quality and size. At this stage of the season, there isn't much demand for Moroccan blueberries due to competition from Peru and Chile. However, Moroccan exporters are managing to deliver to Asia, the Gulf States and Russia. Currently, 80 to 100 tons of blueberries depart from Morocco every week. The peak harvest, which coincides with the drop in yields in Chile and Peru, is expected in February.

Egypt: Many companies turning to the blueberry industry
In Egypt, technical and commercial trials follow one another as the sector becomes more attractive to growers. A grower behind one of these experiments says, "We carried out our first test for blueberry production this season. We planted an area of six hectares in June, and have just harvested the first crops. The test was a success for 95% of the pots, with good yield and nice fruit quality." Many companies are turning to this industry, including foreign investors.

India: Blueberry exports growing steadily
Blueberries grown in India primarily serve the domestic market, but there is also a growing focus on export. The bulk of the blueberries are sold in local markets, including APMC's wholesale markets throughout India making it accessible to consumers in large and smaller towns alike. As for the export market, Indian blueberries are being sent primarily to the Middle East, Southeast Asia and occasionally to Europe. These regions have shown interest in Indian-grown blueberries, particularly the licensed varieties, which are competitively priced compared to those from Western countries. However, the volume of blueberry exports is still in its early stages and remains small compared to domestic consumption. Over the past few years, the acreage dedicated to blueberry cultivation has seen significant growth.