The blueberry global market boom: consumption, production, and leading markets

Blueberries are everywhere, and data from Rabobank’s Blueberry Update report project suggests that the trend will not be slowing down any time soon.

With blueberries planted in all corners of the world, increasing supply, the report says, responds to growing global demand that is expected to remain strong.

Consumers in North America and the EU are spearheading this never-ending appetite for the fruit. 

The market research firm reports that Americans are eating nearly three pounds of blueberries annually, a figure that is expected to continue to grow due to steady domestic production and a strong supply of counter-seasonal imports.

The category has not experienced a decrease in pricing due to an increase in consumption, a rare exception in the fruit segment. 

Oregon and Washington have historically been the leading blueberry producers in the US. However, Georgia is number one in growth rate, by adding 21 million pounds yearly to the overall output, the report says.

Organic blueberries make up nearly 19 percent of the market, and the aforementioned three main suppliers reign supreme with 88 percent of the market share. Organic offerings are expected to decrease slightly to 18.2 percent in 2026.

Canada and Mexico remain key suppliers of highbush blueberries for the US. The Great White North has experienced a decrease in highbush and lowbush blueberry output, but British Columbia continues to “play a strategic role late in the US season,” the report states. Meanwhile, about 94.5 percent of all Mexican blueberry exports are shipped to the US

Unstoppable blueberry global market demand 

David Magaña, RaboResearch’s Senior Analyst of Food and Agribusiness, said global blueberry production is set to continue expanding and diversifying.

He notes that production in the US remains stable, Canada has plateaued, and Mexico faces pressure to improve cost efficiency. Peru remains South America’s top supplier, Morocco is rapidly gaining ground in Africa, and could eventually surpass Chile and Canada.

“South America is seeing varietal innovation, while Europe is facing regulatory challenges. Meanwhile, China remains the world’s largest producer and has already begun exporting,” he said. “These developments point to a more integrated global landscape, where scale, genetics, and logistics will determine future competitiveness.”

He said there’s still room for growth in the United States, but “overall demand is increasing significantly and outpacing many other fruits.” In this vein, the trend toward healthy snacking presents a great opportunity for the category, driving demand in both established and emerging markets.

A new blueberry player in Africa

As demand grows, Africa’s role in the supply chain is poised to grow, and the continent expects to gain market influence.

Historically, Morocco and South Africa have dominated African blueberry exports, according to the report. In Morocco alone, the planted area grew by 69 percent over the past five years, expanding from approximately 7,040 acres in 2020 to around  11,930 acres in 2024. 

This average annual growth rate of 14 percent has been driven by expansion into new producing regions and the adoption of more efficient farming methods.

But a new contender is shifting the landscape: Zimbabwe. Although still a small player, it has demonstrated remarkable growth, increasing from zero to over 7,000 metric tons (approximately 7,700 short tons) in a decade.

Zimbabwe has temperate zones at suitable elevations for blueberries. Its southern-season harvest window (May–October) allows fruit to reach global markets ahead of many Northern Hemisphere suppliers, which has attracted investment and new commercial plantings.

Quality blueberries: the key factor

According to Magaña, the European market shows even greater growth potential. “However, ensuring adequate availability and quality year-round remains a challenge.”

And competition has intensified. Over the past decade, Peru’s blueberry exports to the EU have nearly quadrupled, and Morocco’s rapid growth could make it the second-largest exporter by the end of this decade.

However, Morocco’s long-term growth will depend on access to critical production factors such as land, water, and labor—resources that are not guaranteed, he added. And, in the EU, rising costs and limited resources are already capping production growth.

“To capitalize on rising consumption in both established and emerging markets—such as Asia-Pacific and the Middle East—producers and exporters worldwide will need to focus on improving quality, efficiency, and strategic marketing,” Magaña said.

11-17-2025

Source: Freshfruitportal.com