Global blueberry markets are seeing improving Northern Hemisphere supply, although weather-related quality issues and uneven volumes continue to affect several regions. Increased domestic production in North America and the gradual start of European production are supporting availability, while rainfall and heat continue to influence quality and shelf life in parts of Morocco and Spain.
© Viola van den Hoven-Katsman | FreshPlaza.com
Meanwhile, Italy is reporting stronger seasonal consumption patterns, South Africa expects prices to ease as volumes increase, and exporters in Peru, Mexico, Colombia, and Chile continue to focus on varietal development, premium fruit quality, and expanding export opportunities.
Italy: Consumption becoming more seasonal
A major Italian blueberry grower and packer operating throughout the country reports that the average wholesale price of blueberries was around €11/kg in May. The blueberries currently on the Italian market originate from southern Italy, primarily Sicily and, to a lesser extent, Calabria. The crop mainly consists of the Ventura and Maldiva varieties.
Production in Tuscany is expected to begin shortly, followed by Piedmont. Harvesting in the Marche region is scheduled to start between May and June, while production in Trentino-Alto Adige is expected to begin in the final weeks of June, with Duke being the first variety harvested.
Quality is better than during the same period last year, mainly due to strong flowering, the absence of frost, and good plant yields. In addition, the varietal renewal programme is producing very positive results.
According to YouGov data, 35% of Italian households purchase blueberries. The average purchase frequency has increased to 7.5 times per year, while the average spend per purchase now exceeds €3.60. The quantity purchased per transaction is also increasing.
Consumption is also becoming increasingly seasonal. The period with the highest market penetration now spans around six months, from February to September, with a particularly strong peak between May and July, when market penetration exceeds 13%.
Supermarkets remain the primary retail channel, likely due to the product’s delicate nature, packaging formats, and price positioning.
Netherlands: Rainfall affects blueberry quality and shelf life
The Moroccan and Spanish blueberry season this year has been characterized by inconsistent quality throughout the entire season.
Between weeks 8 and 16, volumes from Morocco remained low. After that, supply gradually increased, with larger volumes becoming available at the end of last week and this week, allowing retail programs to be implemented and secured from the market. Premium varieties did not clearly distinguish themselves this season, while standard varieties appeared to experience fewer issues and remained more consistent under varying weather conditions. Overall, prices have been higher across the market. The market accepted these price levels in order to secure product availability. Retailers often continue to compare pricing with historical levels rather than current market momentum.
Spain also experienced a long lead-up to the season, with varieties such as Snowchaser and Cupla achieving favorable prices over an extended period. Standard varieties also started later than expected, while the larger volumes anticipated from Spain did not fully materialize. The season is continuing slightly longer, and pricing has remained firm. Whether the higher pricing structure combined with lower volumes will deliver the expected returns for growers will become clearer in the coming weeks.
The common denominator throughout the season has been the impact of heavy rainfall during the early production period. Berries have generally been softer and more sensitive than in previous years, with higher levels of split fruit present in shipments. As a result, shelf life has not matched the levels typically expected from Southern Hemisphere supply. The season has again highlighted the influence of weather conditions on production and quality.
Germany: Supply exceeds current demand
Spain and Morocco are currently dominating the German blueberry market, although the Moroccan season is coming to an end. Spain has recently experienced relatively hot weather, which has resulted in increased quality issues and higher returns in the food retail sector.
The first Romanian blueberries are expected in mid-June, followed shortly afterwards by the first shipments from southern Germany and Styria. In general, blueberry cultivation in Styria is continuing to gain importance, with growers increasingly focusing on newer varieties such as Draper and Sekoya blueberries, while Bluecrop is becoming less relevant.
France: Early season expected with stable to higher volumes
France’s 2026 blueberry season is expected to start early, with harvesting beginning this week. Peak harvest is expected in mid-June, while the season is projected to continue through early October. Spring weather conditions have generally been favorable, supporting expectations for good fruit quality. Production volumes are expected to remain stable or increase compared with last year.
Following an estimated harvest of around 4,000 tons in 2025, French blueberry production is expected to increase in 2026. Demand across the European market remains strong, with consumption continuing to rise and supply requirements remaining high. This market environment is expected to support the increase in French production volumes.
Spain: Delayed harvest limits early supply
Blueberry supply from Huelva has remained limited so far this season. In general, the harvest has been significantly delayed due to adverse winter weather conditions, resulting in a production deficit in both Spain and Morocco.
Despite the lower volumes, prices have remained above last year’s levels. Blueberry supply is expected to continue increasing in the coming days, although the season’s production peak will arrive later than usual and is expected to remain below the previous year’s levels.
North America: Domestic supply improving
Blueberry supply in North America is steady and improving as more domestic growing regions come into production. Supply is currently coming from Mexico, Georgia, and California, helping availability become more consistent. Mexico has stable volumes, Georgia experienced some early weather challenges, and California is moving towards stronger production.
Overall, supply is slightly lighter than at the same time last year, particularly because of weather challenges in the Southeast earlier in 2026. However, volumes have improved as domestic production has increased. Those early weather issues, including freezes in parts of the Southeast, also contributed to the season starting slightly later this year.
Demand is moderate to good, keeping markets steady.
Meanwhile, the industry continues to focus on blueberry varieties with improved size, firmness, flavour, shelf life, and overall eating quality.
Looking ahead, supply is expected to continue improving, especially as California production increases and more domestic regions come online. This is expected to support better availability and create more promotional opportunities.
South Africa: Prices expected to decline
The Zimbabwean blueberry season has started while the South African harvest is still at a very early stage, resulting in constrained supply and therefore high local prices of between R177 (€9.3) and R200 (€10.5) per kilogram. Despite the currently elevated prices, they remain below the average of the past five years. Prices are expected to decline next week as volumes increase.
The volume of blueberries on the domestic market was lower than in the corresponding month last year, while April volumes exceeded those of 2025. The heavy flooding in the Western and Eastern Cape will undoubtedly have an impact on available volumes this year, although the harvest in those regions is still several months away.
Last year, Europe was the main market for the 25,600 tons of blueberries produced by South Africa, receiving 10,900 tons, with the UK a close second. The Middle East received 3,250 tons, followed by the Far East with 1,600 tons. Exports to Russia declined by 36% during the previous export season and were surpassed by exports to Africa, which increased from 3 to 30 tons during the season.
Egypt: Airfreight costs remain a challenge for imported blueberries
Demand for blueberries in Egypt continues to grow, although logistical challenges remain a concern for the imported blueberry category. Limited airfreight availability and increasing freight costs continue to affect supply programs and pricing.
According to market participants, blueberries require efficient cold chain handling and rapid transportation due to their sensitivity during transit. Maintaining competitive pricing remains a challenge while airfreight capacity remains limited, particularly as higher freight costs can affect affordability and future volume growth.
Despite these challenges, blueberry sales in Egypt are expected to increase by 60% this year, supported by improving market awareness, favourable market conditions, and rising consumer interest. Market participants also expect both quality and volumes to improve during the season as global supply programs strengthen.
Peru: Export peak extended by several weeks
The 2025/26 season closed with positive profitability despite climate-related incidents during May and June. The export peak in week 40 extended by three to four weeks, which proved favorable for the market. Lambayeque and La Libertad account for 75% of total production volume, while Ica continues to expand as a production region.
El Niño remains a concern for the upcoming season, as higher temperatures are affecting the Ventura variety and could delay the start of the season by up to one month. Peru exports blueberries to the United States (50%), Europe (30%), China (15%), and other markets (5%).
Mexico: Japan emerges as export growth market
Production is expected to increase toward the end of the season. The January to May export window benefited from frost events in Florida and Huelva, as well as flooding in Morocco. Market differentiation continues to focus on premium varieties such as Sekoya and Amalia Rose, which are positioned around flavour attributes, in contrast to mechanization-oriented varieties grown in the United States.
Japan is emerging as a key market, with Mexican blueberry exports increasing by 250% this season. Main risks for the sector include El Niño, labour availability, and water legislation.
Colombia: Domestic market absorbs majority of production
Blueberry planted area in Colombia has expanded from 500 hectares three years ago to around 1,000 hectares, with projections reaching 1,200 hectares by the end of 2026.
Production exceeded 12,000 tons, of which 95% was absorbed by the domestic market. Farms in Cundinamarca and Boyacá produce fruit with high sugar accumulation and a distinctive flavour profile throughout all 52 weeks of the year.
Local market prices, at around €8.70/kg, remain above international prices of approximately €5.65-€6.52/kg, encouraging producers to market fruit domestically. Access to the U.S. market continues to face phytosanitary restrictions linked to fruit fly regulations, requiring a 15-day cold treatment. Labour accounts for 75% of production costs and increased by 24% in 2026.
Chile: Premium segment continues to expand
Chile continues to serve as a seasonal bridge between the end of the Peruvian supply window and the start of the Mexican season, supported by agroclimatic conditions and export experience.
During the 2025/26 season, Chile benefited from stronger returns in Asia and Europe due to lower early-season availability from Peru. Destination markets continue to show different dynamics. Europe remains a mature and predictable market, the United States continues to offer premium prices for high-quality fruit, and China continues to influence global quality standards for the industry.
The premium segment is growing by 7-8% annually in the United States and at double-digit rates in Europe, with no signs of oversupply in the high-end category.
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