Importers see demand for sweeter berries, but high airfreight costs keep imported fruit expensive
India’s blueberry buyers are putting flavour ahead of crunch
India’s blueberry market is growing, with Exotic Imports Pvt. Ltd. reporting a 40–50% increase in sales over the past year. However, high prices remain a barrier for many consumers, with demand dropping once imported berries cross a certain price point, says Karan Parashar of Exotic Imports.
“What we have learned this year is that the Indian customer is giving more importance to flavour than crunch,” Karan says. “Consumers are increasingly looking for sweeter berries, even if that means giving up some firmness and shelf life. For buyers who prioritise taste, berries that stay crunchy for longer are not necessarily the preferred choice.”
Newer varieties, including those from Fall Creek, Planasa and Sekoya, have performed well for the company. Still, Karan estimates that only around 25% of the Indian market is willing to pay a premium for blueberries.
“When we are at a selling price of US$20-21 per box, we see a very good consumption pattern. But the moment prices climb above US$24-25, there is a significant drop in consumption,” he shares, adding that imported berries at higher prices are mainly bought by premium-end consumers, retailers and hotels.
During the domestic season, when Indian blueberries are available for around US$15–18 per box, consumption picks up once more. This year, the domestic season also lasted longer than usual. Supplies generally run from January to March, but better cold storage and longer shelf life extended availability into April and early May, around four to five weeks longer than usual.
Peru’s import season starts in June, leaving May as a gap between domestic and imported supplies. “We began importing Peruvian blueberries in June and plan to continue until the end of the year. The import programme has been harder to predict this year, with weather concerns, changing supply and airfreight costs all affecting prices. Freight from Peru to India has risen from around US$3 to US$3.7 per kg.”
According to Karan, Peru continues to account for over 95% of India’s imported blueberry supply. Chile, the United States, Canada and Georgia are also among the origins permitted to supply the Indian market, although volumes from Georgia remain limited, he says.
Higher yields from newer varieties brought more fruit onto the market during June, July and August. Karan initially expected the additional supply to bring prices down, but stronger demand in Europe and North America absorbed much of the volume.
More recently, he says, Peruvian volumes from major exporters have fallen by around 20–30% amid concerns over El Niño. Prices have risen in Europe and North America, making those markets more attractive to exporters than Asia. The cost of airfreight adds to the challenge in India, where buyers are particularly sensitive to price.
Looking ahead, more Indian growers are expected to invest in imported blueberry planting material and newer varieties. Karan expects this to increase domestic supply, but says the resulting price difference could make imported fruit harder to sell. “It would be interesting to observe how consumers respond to the price difference between locally grown and imported fruit.”
“If domestic blueberries become available at around US$ 10-13 per box, it might be difficult to sell imported berries at US$ 20-23 per box later in the year, and importers will need to find buyers willing to pay substantially more once locally grown fruit is no longer available,” Karan concludes.
For more information:
Karan Parashar
Exotic Imports / ITG Exim Pvt Ltd
Tel: +91 99 71 801 050
Email: karan@itgexim.com
www.exoticimports.in
