The global blueberry market is undergoing a profound transformation, marked by strong demand resilience, increasing quality segmentation, and new geopolitical challenges.
The latest IBO Report highlights that despite the growth in supply, the industry has managed to sustain a high value perception through genetic improvement and market diversification.
Resilient demand and sustained prices
In 2024, global demand remained solid despite the return of Peru — the world’s leading exporter — to full production.
Average import prices stayed above USD 7/kg (circa 6.50 €/kg), with peaks exceeding USD 9/kg (circa 8.40 €/kg) in the Asia-Pacific region, structurally higher levels than in the previous decade.
However, the prospect of a record Peruvian harvest in 2025 could heighten price pressure, making it essential to stimulate demand growth to prevent oversupply.
Geopolitical and trade challenges
Global tensions and tariffs (such as the 10% duty imposed by the U.S. on Peruvian and Chilean blueberries) pose a threat to profitability.
These measures cannot be fully absorbed by producers or passed on to consumers, prompting exporting countries — primarily Peru — to diversify their destination markets.
The IBO reiterates the importance of free and open trade to ensure the sector’s stability and growth.
Segmentation and genetic quality
Varietal evolution is redefining the value of blueberries.
New cultivars are improving firmness, flavor, texture, and appearance, fostering the rise of premium segments and strengthening consumer loyalty.
However, the risk of “commoditization” is growing in the jumbo segment, where size has been mistakenly equated with quality.
The market now shows a clear price bifurcation, with lower-quality products increasingly penalized.
Geographic expansion and diversification
Blueberry consumption is becoming more balanced worldwide.
The United States remains the largest market (31% of global imports), but the most dynamic growth is seen in Southeast Asia and the Middle East — the latter up 57% in 2024, with prices higher than in Europe and North America.
China continues to drive new demand, stimulating neighboring markets as well.
Western and Central Europe are narrowing the consumption gap with North America.
A key logistical milestone for future expansion is Peru’s Chancay port, which will cut shipping times to Asia by up to ten days, facilitating export diversification.
Conclusion
The global blueberry industry is entering the “era of resilience and segmentation.”
Demand growth remains robust, but profitability will depend on the sector’s ability to innovate genetically, diversify markets, and manage geopolitical risks.
Only by maintaining consistent quality and pursuing premiumization strategies will the industry be able to absorb supply expansion without eroding value
Discover the special edition of Italian Berry Magazine
This article was published in Arabic within the special edition of Italian Berry Magazine, created for the Morocco Berry Conference 2025. The printed edition will be distributed during the conference in Agadir, while the digital flipbook version is available below.
