The demand for blueberries in Germany has increased significantly in recent years. The cultivation of berries has been expanded worldwide and the intensity of advertising in food retailing has increased significantly.
In the first 18 weeks of this year, blueberries appeared 471 times in German advertising flyers according to AMI's promotional prices in food retailing. This figure exceeds the three-year average by 15 per cent. In the current 18th week alone, just before Mother's Day, 34 advertisements featured blueberries.
The food retail trade in Germany mainly offers blueberries from Spain, Morocco, Chile and Peru in advertising campaigns. In order to meet the growing demand, the cultivated area has been significantly expanded worldwide.
Especially in Morocco, the cultivation areas have increased enormously. This is also reflected in the advertisements. Because up to the current 18th week, blueberries of Moroccan origin have already been advertised 110 times this year, 28% in the same period in 2021.
In addition, products from Peru also appeared more frequently in advertising slots. Promotions with blueberries from Chile, on the other hand, decreased until week 18. In total, Chilean blueberries was promoted 122 times, 21% less than in the same period last year.
Due to the increase in supply and the recovery in demand, they are increasingly being offered in larger packs. While in the 2019 review period most of the promotions concerned 125 g packs, this year the focus was on 300 g packs.
Unlike other berries, blueberries can be produced organically with relatively little effort. Organically produced products are becoming increasingly attractive for the retail trade. Compared to the first 18 weeks of 2019, advertising intensity has almost tripled this year. In total, organic blueberries was offered 133 times, 18% more than last year. The average of the last three years was exceeded by 66%.
Photo: Copyright Italian Berry (Edeka Düsseldorf 19/05/2021)
Source:Fruitnet
Fruitnet is part of the NCX Media network.
