2025 marked a historic turning point for the global berry trade: Western and Central Europe officially became the world’s largest importing region for fresh blueberries, overtaking North America in both volume and economic value.
According to the IBO Report 2026, although the United States firmly retains its position as the largest individual importing country, accounting for 29% of global imports, Europe as a macro-region has reshaped the hierarchy of global distribution, driven by structural growth in consumption and accelerated by sudden trade frictions in the US market.
The figures behind the overtaking: European import volumes soar
The growth of the European market in 2025 was not merely a temporary fluctuation, but the consolidation of a long-term trend. Total fresh blueberry imports into Western and Central Europe reached a record 456,580 tonnes, far exceeding fresh imports into the United States, which, despite growing by 6% to an all-time high, totalled 325,310 tonnes.
The 294-page report, available in English, can be downloaded free of charge from the IBO website.
The driving force behind this remarkable European performance was the logistics and distribution system of its main hubs and national markets:
- Netherlands: The continent’s leading import and redistribution hub recorded a 29% surge in incoming volumes, reaching 174,540 tonnes in 2025.
- Germany: It consolidated its position as a key market, with imports totalling 85,650 tonnes.
- United Kingdom: It recorded robust growth of 15%, rising to 82,630 tonnes.
- Spain: It saw a significant increase in imports, which reached 59,580 tonnes.
- Poland: It continued its upward trajectory, reaching 30,520 tonnes.
The geopolitical catalyst: US tariffs and the “reallocation” effect
While the organic growth of European demand laid the foundations for this historic overtaking, the decisive boost came from US trade policies. Over the past year, the introduction of 10% tariffs—with import duties reaching 12.5% for around 60 exporting countries, including Peru, Chile and Morocco, under Section 301 of the Trade Act of 1974—has altered the appeal of the US market.
With the exception of Mexico and Canada, which benefit from exemptions under the USMCA, growers and exporters in the Southern Hemisphere have had to contend with an immediate increase in customs clearance costs in the United States. This situation has prompted many of the leading countries of origin to reallocate and redirect substantial volumes of produce towards the European market, where similar tariff barriers are absent, in order to maximise their financial returns.
Multicentric growth: not just the major markets
The strength of the European model lies in its multicentric nature. Unlike the highly centralised North American market, blueberry demand in Europe is strongly supported by a dense network of medium-sized and smaller economies recording exceptional growth rates:
- Scandinavia: The region experienced a genuine boom, with imports increasing by 42% in 2025. Scandinavian countries dominate the European ranking for the highest average price paid per kilogram, with three countries in the top five and four in the top ten. Exporters regard Scandinavian retail as the gold standard for maximising margins, prompting local buyers to work directly with nurseries to secure premium varieties and experiment with new packaging formats designed for on-the-go snacking.
- Switzerland: It recorded a 21% increase in imports, confirming its position as the European country with the highest average price per kilogram.
- Ireland: It experienced spectacular growth of 183% in a single year, increasing its volumes almost eightfold compared with 2022 and becoming Europe’s 11th-largest importer.
- Italy: It is rapidly developing into a major consumer market, recording a 45% surge in imports in 2025.
Outlook for the B2B supply chain
For industry professionals and distributors, the scenario outlined in the IBO Report 2026 calls for a paradigm shift. Western Europe is no longer a fallback market or a secondary alternative to North America, but the centre of gravity for global fresh blueberry imports.
In a context in which global supply is expanding and average import prices are naturally tending towards gradual compression, competition will increasingly focus on the ability to establish a strong presence in high-value premium channels, such as those currently found in Scandinavia and Switzerland, while also targeting high-growth markets such as Italy and Ireland.
Commercial success will reward operators capable of guaranteeing continuity of supply, packaging innovation and, above all, superior varietal quality that can win over increasingly demanding European consumers focused on freshness.
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