As the Pacific Northwest season approaches, Superfresh Growers (US) shares strategic data on consumer behavior: premium blueberries are emerging as a high-value choice combining wellness and pleasure.
Two target groups, one direction: quality and health
Blueberries are increasingly becoming key players among berries, capable of attracting diverse consumers united by a desire for healthy, tasty, and versatile foods.
According to Superfresh Growers, two consumer segments are driving demand for premium blueberries: on one hand, senior consumers with high incomes or stable pensions, focused on nutrition and less price-sensitive; on the other, middle-income families, often made up of working-age adults, who carefully choose products that bring health and convenience to everyday life.
“We’re seeing a shift in purchasing behavior,” says Trisha Casper, Customer Insights Manager at Superfresh Growers. “Blueberries perfectly embody this balance: they’re healthy, satisfying, and indulgent enough to feel like a guilt-free treat.”
A promising season in the Pacific Northwest
The Superfresh blueberry campaign is set to launch in the third week of June with a large and promotable crop. The ideal spring weather conditions ensured excellent pollination across Pacific Northwest orchards, resulting in high-quality fruit that will be available through September.
Beyond price: a new concept of value
The growing success of premium blueberries reflects an evolution in how consumers perceive value. It's no longer just about the lowest price, but a balance between taste, nutritional quality, and functionality.
This fruit, rich in antioxidants and naturally sweet, becomes both a health ally and a smart shopping choice, earning a place not only in shopping carts but also in retailers’ promotional strategies.
With a broader cross-demographic demand for high-quality blueberries, a new phase begins for the market: one that is more health-conscious, more aware, and more willing to recognize value in life’s small indulgences.
For distributors, it’s the right time to promote the blueberry as a “dual-purpose” fruit: wellness and indulgent pleasure.
Source: bluebookservices.com
Image source: Superfresh Growers
