The U.S. Highbush Blueberry Council (USHBC) continues to strengthen its international market development program, focusing on expanding global demand through trade and consumer initiatives. Priority markets include South Korea, Japan, India, Mexico, Vietnam, Malaysia, and the Philippines. Efforts are strategically designed to build awareness, enhance preference, and drive sales across both fresh and processed categories of U.S. blueberries.
Performance in East Asian markets
In South Korea, U.S. frozen blueberry imports surged 55% in the first half of 2025, reaching 14 million pounds (circa 6.35 milioni di kg) and representing half of the country’s frozen market share. Fresh imports resumed in late June, doubling volumes compared to 2024.
Japan also showed growth, with fresh imports rising 40% between March and May, giving the U.S. a 34% share of Japan’s fresh market in May. However, despite an increase in U.S. shipments, the American share of Japan’s frozen import market fell due to competition from other suppliers.
South Asia and North America
India received its first 2025 shipments of U.S. fresh blueberries in May, though Tunisia and Peru continued to dominate supply. At the same time, India imported 60 MT of dried blueberries, with two-thirds originating from U.S. suppliers.
In Mexico, U.S. fresh blueberries gained retail presence at Walmart and Bodega Aurrera in June, though Mexican domestic production, alongside frozen imports from Chile, Canada, and China, continues to dominate retail availability.
Southeast Asia: growth and challenges
In Southeast Asia, Vietnam imported nearly 90,000 pounds (circa 40.8 mila kg) of U.S. fresh blueberries between April and June, up 15.5% year-on-year, benefitting from reduced Chinese competition and stronger consumer demand.
The Philippines reported rising imports of U.S. dried and canned blueberries, while fresh volumes were diversified across multiple origins, including the U.S. Malaysia, by contrast, faced a sharp decline in blueberry sales in May 2025 due to an influx of lower-priced Chinese fruit and high domestic durian availability, which shifted consumer preference away from imported blueberries.
Read full report: blueberry.org
