In this article, you can learn about the trade opportunities and market for blueberries in Europe and determine if this industry is for you.
About Blueberries
Blueberries are dark blue edible fruits from the North American bush Cyanococcus. It is closely related to shrubs that produce cranberries and huckleberries. Blueberries are small fruit, around 0.2-0.6 inches, and their sweet, tart flavour and lack of large seeds make them very popular.
Most blueberries are traded fresh or frozen. The fresh market is larger during the growing season, especially in regions with well-established blueberry industries in North America, South America, and Europe. Fresh blueberries are more sought after by consumers and are usually more profitable for farmers due to higher market prices.
Frozen blueberries are more commonly traded outside of peak harvest season and are popular for their versatility in processed food products and longer shelf life. The frozen market allows year-round availability to be maintained.
Blueberries are also traded dried, freeze-dried, tinned, juiced, and powdered for use in various health food products and home cooking.
The Global Blueberry Market in Numbers
According to Global Information Research, the total global value of the blueberry market in 2023 was $8.73 billion. It is expected to grow over the coming years due to heightened demand for blueberries in the food processing industry, rising awareness of their health benefits, and the increasing popularity of blueberry-based desserts.
Peru, Chile, Mexico, Canada, and the United States are the largest exporters and suppliers of blueberries. Spain is Europe’s largest exporter of blueberries, with an export volume of 90,000 tonnes in 2021, followed by Poland. The key importing countries of Europe are the Netherlands, Germany, and the UK, which make up about 60% of total European imports.
In Europe, the total value of blueberry trade was €2.1 billion in 2021, an increase of €1 billion over five years. The total market value is expected to increase with the broader market.
Principal Exporters of Blueberries to Europe
Americas
During the summer months in Europe, local production from Spain and Poland is abundant. This makes it difficult for long-distance suppliers like the United States, Canada, and Mexico to compete against counter-seasonal producers such as Chile, Peru, and South Africa.
In the Americas, Chile and Peru are the leading exporters of Blueberries to Europe during winter. Peru is also the continent’s largest non–European supplier of blueberries. Indeed, according to CBI, in 2021, Peru supplied Europe with €378 worth of blueberries, followed by Chile at €215.
Africa
South Africa is Africa’s leading blueberry exporter to Europe. Its exports have doubled since 2017, from €51 million to €102 million in 2021. As a counter-seasonal producer, it provides Europe with blueberries during winter and benefits from the shorter travel distance compared to South American countries.
European Distribution Hubs for Blueberries
According to CBI, The Netherlands is Europe’s largest importer of blueberries, importing 98,000 tonnes in 2021 (). Of the 98,000 tonnes, over 75,000 were re-exported, mainly to Germany, Belgium, the United Kingdom, Poland, and Scandinavia. The Netherlands is an important market to consider when looking for an easy way to supply several countries in the European market.
Germany is considered the European country with the most potential for blueberries after overtaking the United Kingdom in import volume in 2019. In 2021, its imports were 67,000 tonnes, up by 35,000 since 2017, according to research. It’s also Europe’s main destination for frozen berries. However, its requirements are strict; retailers prefer to source blueberries from sustainable farms.
The United Kingdom is one of the largest and most mature markets for European and non-European blueberries. In 2021, it imported 64,000 tonnes of blueberries with an estimated average annual consumption of 1kg per capita.
The Market for Blueberries in Europe
The demand for blueberries in Europe is highest in Germany, the Netherlands, the United Kingdom, France, and Austria. Interest in blueberries and food products containing blueberries is growing as consumers are learning about their health benefits.
Blueberries are rich in antioxidants, minerals, and vitamins and may contribute to reduced blood pressure and cholesterol levels. The growing demand for healthy, sweet food products has increased awareness and demand for blueberries in various forms. Blueberry powder, for example, is becoming a popular addition to smoothies and porridge for its sweetness and high nutritional content.
Advice for Getting into the Blueberry Sector
If you’re interested in working in the cultivation, export, import, or wholesale/retail of blueberries, keep this advice in mind:
Focus on quality standards:
The EU has strict food safety standards, including pesticide limits and quality control. Ensuring that any blueberries imported from the Americas or Africa meet these standards is essential. Remember that EU member states like Austria, Germany, and the Netherlands use lower maximum residue levels for pesticides and contaminants than the EU legislation.
Practice sustainable and ethical practices:
European consumers are increasingly concerned about the sustainability of their food production and that it is ethically sourced. Highlighting sustainable farming practices like reduced water usage and pesticide reliance on your packaging can improve market appeal in the UK and EU.
Consider seasonality when exporting:
Europe has a well-developed blueberry production market, with countries like Spain and Portugal serving the continent during the summer months. Exports from countries like Mexico and Canada will have lower demand during Europe’s summer, so it would be worth timing your exports to target the off-season to avoid direct competition with local producers.
Sources:
https://www.giiresearch.com/report/tbrc1500004-blueberries-global-market-report.html
https://www.technavio.com/report/blueberry-market-analysis
https://www.cbi.eu/market-information/fresh-fruit-vegetables/blueberries/market-potential
