GLOBAL MARKET OVERVIEW BLUEBERRIES
The global blueberry market is experiencing tight supplies and elevated prices in several European markets as the transition from Northern Hemisphere to overseas fruit continues. The Netherlands and Germany report limited availability and high prices, while Austria and Croatia are seeing more stable market conditions. In Italy, blueberry consumption continues to increase, supported by varietal developments and expanding retail demand.
Meanwhile, Peru has revised its blueberry export forecast downward due to the effects of El Niño, with lower shipments expected in the coming weeks. South Africa has made a favourable start to its season and expects reduced Peruvian availability to support prices. In Mexico, Peru, and Morocco, rising cultivation costs, labour expenses, and water constraints continue to put pressure on growers.
Netherlands: Tight supplies and persistently high prices
“Since the start of the overseas season, supplies have been tight. Prices have remained high, although we haven’t seen the peaks recorded in previous years,” says a Dutch importer. “Instead, prices have stayed at elevated levels for several consecutive weeks, resulting in an unusually high average price. Fortunately, supermarkets are beginning to recognise that they need to pay market prices to secure supplies. We don’t expect the market to change significantly until Chilean fruit starts arriving. The final weeks of November and the first two weeks of December are already expected to be even more challenging than the current situation. Hopefully, Chilean exporters will be able to start shipping on time, allowing sufficient volumes to reach retailers in the run-up to Christmas.”
“Quality has also been a challenge, with El Niño affecting the fruit. Firmness and shelf life have been particularly difficult to manage for blueberries from both South America and South Africa/Zimbabwe. Customers need to be informed from week to week that the fruit may behave differently, and even then, unexpected issues can arise when managing stock. Quality can vary considerably between consignments,” the importer adds.
“Overall, it’s a demanding market that requires close monitoring and constant attention, but that’s also part of what makes the product interesting. Blueberries are a natural product, and if the trade were straightforward, many more companies would be involved. This is where experienced operators can make a difference. With less fruit available, trading companies have fewer volumes to offer. In the current tight market, we’re seeing growers increasingly choosing to sell directly rather than through trading houses. Is this purely driven by price, or are they considering relationships for the coming years, when volumes are expected to increase again? Nobody knows for certain, but it will be interesting to see how the market develops.”
Italy: Consumption and market expansion
The global blueberry market is expanding rapidly, with consumption expected to increase by between 50% and 150% over the next two years, both in Italy and worldwide. In more mature markets, such as the United Kingdom and the United States, annual consumption exceeds one kilogram per person, while in Canada it approaches three kilograms. This growth is being driven by improvements in fruit quality through new blueberry varieties with enhanced sensory characteristics, as well as the convenience of a ready-to-eat fruit that generates no waste. Breeding programs such as the Sekoya selections, the Eureka family, and Australia’s IQ Berries varieties offer large berries, distinctive flavour profiles, and an extended shelf life of 45-60 days, reducing spoilage throughout the supply chain.
To ensure year-round supplies to major retailers, cultivation is spread across the Italian regions of Piedmont, Veneto, and Sicily, as well as partner farms in Bulgaria, Romania, Serbia, Turkey, Egypt, and Georgia. The fruit’s post-harvest performance supports an export logistics network serving continental Europe, Russia, and the Middle East, with sea freight shipments routed through the ports of Genoa and Venice. Markets with high demand, such as India and the United Arab Emirates, are supplied by air freight. However, destinations such as China remain temporarily inaccessible due to the absence of bilateral phytosanitary agreements. Packaging takes place either directly in the countries of origin or at the company’s facility in Piedmont, using sealed punnets of up to 500 grams. The commercial strategy focuses on premium product lines, which achieve higher prices and contribute to an overall annual turnover of approximately €20 million.
According to YouGov data, 38% of Italian households purchased blueberries in the year ending August 2026, an increase of almost 10 percentage points over the previous two years. Purchase frequency is approaching eight times per year among households that buy blueberries, while average spending per shopping occasion exceeds €3.70, with purchases of more than 300 grams each time. Supermarkets remain the main retail channel for blueberries, while organic blueberries continue to account for only a limited share of the market.
Spain: Limited supplies keep blueberry prices high
Spain’s blueberry season has ended in Huelva, the country’s main growing region, and is also virtually over in the northern growing areas. Spanish traders are currently importing blueberries mainly from Peru, with smaller volumes arriving from South Africa and Zimbabwe. Reduced Peruvian availability is the main factor behind the sharp increase in market prices. The season initially began with expectations of a larger harvest, but forecasts have been revised downwards week after week due to the effects of El Niño. “We are talking about almost half the available Peruvian production compared with initial forecasts,” says a Spanish importer.
In approximately 15 days, a major industry operator will begin harvesting ultra-early blueberries in Huelva, although initial volumes will be limited and are expected to increase gradually throughout December. Domestic supplies are not expected to reach substantial volumes until late January. In the meantime, Peru will remain the main supplier to the Spanish market, although volumes are well below normal levels. Imports from Chile are expected to begin in mid-December. Until then, prices are expected to remain largely unchanged, with limited availability continuing to characterise the market.
Germany: Tight supplies and rising prices
The German blueberry market is undergoing its annual seasonal transition. The northern hemisphere season is nearing its end, with the final deliveries from Poland and Romania now arriving, while overseas blueberries from South Africa, Namibia, and Peru are already being packed on a large scale. According to an importer, the market is currently characterised by tight supplies and correspondingly high prices.
Aggressive promotional campaigns featuring large packs at low prices are not expected for the time being. Instead of 500g trays, retailers are currently offering mainly 250g or even 125g packs. Prices increased gradually during Q3, and according to the importer, further increases in the coming weeks cannot be ruled out.
Austria: Sufficient supplies and good quality
In Austria, blueberries remain available in sufficient quantities and of good quality, according to the latest market report from the Vienna Wholesale Market. Polish blueberries are still being offered at the wholesale market at €9.98 per kg, while specialist retailers and food retailers are stocking fruit from Chile, Morocco, Peru, Spain, and Tunisia, among others, along with occasional remaining domestic supplies.
Croatia: Stable supplies and prices
Peru is one of the main suppliers of blueberries to the Croatian market, with smaller volumes also coming from domestic growers and Kosovo. Availability remains generally stable, although the market continues to rely primarily on imports.
Prices for imported blueberries have remained relatively stable compared with last year, generally ranging from €15 to €17 per crate.
North America: Lower export forecast for Peru
Peru is the main supplier of blueberries to the United States and Canada at this time of year. Blueberry export forecasts have been revised downward due to more severe El Niño impacts than initially anticipated.
Peru’s blueberry export outlook for the 2026/27 season has weakened considerably, despite shipments running well ahead of last year’s levels during the early weeks of the season. Industry association Proarándanos lowered its full-season forecast from 382,000 tons in September to approximately 366,000 tons in October, a further reduction of 4.2 per cent. This would put exports 4.4 per cent below last season’s levels, despite approximately 15 per cent more hectares under cultivation.
The season began earlier than usual, with warmer temperatures accelerating crop development. Early shipments to the United States were particularly strong, reaching approximately 70,000 tons through week 39, up 26 per cent year on year. However, these early volumes do not reflect the outlook for the remainder of the season.
Over the next eight weeks, exports are expected to total approximately 108,000 tons, compared with 156,000 tons last season, a decline of 31.2 per cent. Rather than reaching a pronounced seasonal peak, weekly shipments are expected to level off at approximately 13,500 tons. Exports in week 39 already totalled just 12,400 tons, 39 per cent below last year’s level.
Organic supplies are expected to remain particularly limited, with full-season exports forecast at approximately 24,900 tons.
Mexico: Varietal renewal and export diversification
Mexico’s blueberry sector expects a harvest of approximately 90,000 tons in 2026, with around 75,000 tons intended for export, according to Aneberries. The United States remains the main export destination, supported by geographical proximity and Mexico’s spring supply window. Michoacán, Jalisco, Baja California, Guanajuato, and Sinaloa are the main growing regions. The sector is focusing on varietal renewal, with greater attention to fruit firmness, flavour, shelf life, and post-harvest quality. Exporters are also looking to expand sales to Europe and Asia, while rising cultivation costs remain a concern.
Morocco: High temperatures affect blueberry cultivation
Morocco exported approximately 89,000 tons of fresh blueberries during the 2025/26 season, an increase of 6% year on year. However, expanded acreage has offset yield losses associated with difficult growing conditions. Recent high temperatures have affected crops in Agadir, where temperatures under tunnels reached 46°C, causing heat stress and leaf damage. Growing conditions in Kenitra and Larache have been more favourable, although some fields have also experienced heat-related damage. Water availability, varietal selection, and crop nutrition remain areas of attention as growers prepare for the next stages of the cultivation cycle.
South Africa: Favourable start to season
South Africa’s blueberry season has started favourably. Last year, frost reduced the harvest in northern growing regions by around 2,000 tons, but this season has begun well, with volumes across all regions on track so far. The country’s total export crop is forecast at 27,000 tons.
Reports from Peru that El Niño will have a substantial impact on blueberry volumes are “very positive” for the South African industry, according to an industry representative. There is hope that farmgate prices will benefit from a less saturated market in Europe and the UK.
“We’re very optimistic about the upcoming season, and as blocks mature and the right varieties get settled, we’re improving every year. We just hope we’re not let down by Cape Town harbour again. Port inefficiencies cost blueberry producers billions of Rands every year.”
On the domestic wholesale market, blueberries are trading at €2.7 per kilogram, with prices expected to continue declining until November, when South African blueberry harvesting reaches its peak.
