Overview of the Global Blueberry Market

While in previous years there have sometimes been reports of price pressure on the market, this year's situation is very different. Spain has supplied a much smaller volume than usual due to the weather conditions and a shortage of labor due to the measures enforced to stop the coronavirus. Italy is managing to fill the gap between Spain and Poland. In the United States, the domestic season has started, but in the east of the country, growers fear competition from Canada and Peru, which will hit the market later this summer. South Africa is now further expanding its exports.

The Netherlands: Lower production expected due to night frost

The blueberry market in the Netherlands is currently experiencing low supply. The Spanish blueberry season is concluding with subpar volumes and quality. The Dutch blueberry season is set to begin in week 26, primarily in the southern regions of the country. However, growers anticipate a significant drop in production due to night frosts, especially after mid-May.

The grower notes that the local production in the region is expected to be 30 to 40% lower as a result of temperatures dropping to around -2ºC, causing disastrous effects. The impact of the frost varies among companies, with some reporting no damage while others have experienced losses of up to 70% of their production. Similar situations have been observed in Northern Germany and Poland.

Despite the challenges, there is no immediate concern about prices falling. The perspective is to assess the situation from a European standpoint. Although there will be sufficient production available, the market may see less fruit on the shelves, and packaging units could become smaller. In the peak season, fruits are typically packed in 500-gram formats, but this time, the weight may be reduced to 250 grams.

Germany: Balance between supply and demand

The demand for blueberries in the German market is currently relatively small, according to a retail supplier. The demand has been lower for months compared to previous years. Factors such as a shortage of laborers and adverse weather conditions in the main Spanish growing areas have led to a significantly smaller volume than usual, with the total production around 30-40% smaller than usual.

Despite the challenges, this exceptional situation has had a positive impact on the market dynamics. Normally, the European season experiences chronic oversupply and corresponding price pressure. However, with the current supply and demand in balance, prices are relatively high, though not astronomically so.

Due to the small harvest in Spain, the season is ending earlier than usual, prompting a shift in focus to higher cultivation areas like the south of France. The first blueberries from France have been harvested approximately 10 days earlier than usual. The arrival of the first German blueberries is expected in mid-July. According to the latest figures from the Agricultural Market Information Company (AMI), the main suppliers of German blueberries are Lower Saxony, North Rhine-Westphalia, and Brandenburg (in this order).

France: Harvest started two weeks ago

The French blueberry harvest has been underway for over two weeks. The growers have nothing to complain about, but the demand is not high. Nevertheless, France, Spain and Portugal have supplied considerable volumes. In general, blueberry consumption in France is rising year after year. The level is not the same as in most northern European countries, but there is certainly a market for the blueberries.

Spain: "Blueberries are the flagship berry this year"

This year's blueberry season in Spain has turned out quite differently from what was initially expected, especially given last year's disastrous season, when the sector lost a lot of money. “Blueberries are undoubtedly the flagship berry this year,” says a grower. Prices have remained stable thanks, in part, to the cold and rainy weather in April. This ensured a more spread out and stable cultivation, without overlapping varieties. Growers in Huelva are currently working with the late blueberry varieties and hope to continue until the end of June. The countries to which Spain exports don't expect to be able to supply large volumes of blueberries on their own markets, so Spain could fill that gap.

Italy: Piedmont fills market gap with the Duke

The blueberry season has recently commenced in the province of Piedmont. There is strong demand for blueberries, and the quality of the product is better than in previous years. The yield per hectare is somewhat lower compared to the previous season, possibly due to the mild winter. The Duke variety is the main and most cultivated one, known for its good taste, shelf life, and size. It ripens around the time when Spain's season is ending and Poland's has yet to start, allowing the Italian product to fill that gap.

The primary destination for the blueberries is the UK, accounting for 60% of the total export. The remaining 40% is distributed to the domestic market, Germany, and Switzerland. Blueberry prices are considered good, with almost all blueberries originating from Italy. The demand, while strong, shows fluctuations, leading to market ups-and-downs. Prices are observed to oscillate between 8 and 10 €/kg. Supermarket trends have stabilized following the implementation of stringent measures against the coronavirus. However, sales to the catering industry continue to be impacted by the lack of tourism in the country.

China: Blueberries on the vine are popular

In general, the market has not yet fully recovered from the impact of the coronavirus, especially for relatively expensive fruits like blueberries, leading to slower sales. Despite the season being over, there is still a substantial volume of blueberries from Yunnan, supplemented by supplies from Liaoning with highly competitive pricing, along with greenhouse produce from Shandong. The current price is 15% lower than the previous year.

Open field blueberries have entered the market, priced at around 30 RMB per 500 grams (3.73 € per 500 grams). A notable trend in China is the introduction of blueberries sold on the vine, similar to grapes. This method is gaining popularity among consumers due to the perceived freshness it conveys.

South Africa: Exports up by 50%

The South African blueberry sector is growing. Exports in the 2019/2020 season have increased by 50% compared to last year, with 12,282 tons, compared to 8,000 tons in the 2018/2019 campaign. For the 2021 season, another strong increase is expected, with the prospect of reaching 17,000 tons in blueberry exports. This figure will then increase to 25,000 tons in 2022. In 5 years' time, this strong growth is expected to level off somewhat.The new Joint Marketing Forum for the South African Berry Producers' Association recently held a meeting to discuss the marketing and logistics of the blueberries. According to some experts, this is a sign that the sector is maturing. The South African harvest will start in the north of the country within a month.

United States: Average volumes expected across the country

The blueberry supply in the US market is currently good, but demand is experiencing fluctuations, largely attributed to the impact of the coronavirus. March saw favorable conditions for blueberries, April witnessed a dramatic downturn, and May showed improvement compared to April. The introduction of blueberries from Mexico in April, along with successful harvests in Georgia and Florida, added to the overall supply. Consumer buying patterns were notably influenced by the coronavirus, with heightened competition from strawberries.

California is currently at the peak of its growing season, and growers report that this season has been one of the best in a long time, experiencing high demand comparable to last year's volume. North Carolina and Georgia are also at their peak with the supply of later varieties. Despite the challenges posed by the coronavirus, demand for blueberries remains strong, and the use of packaging, such as clamshells, contributes to consumer purchases. In the last four weeks, a higher-than-average price has been recorded, reversing the trend observed in the preceding weeks.

Following California, the blueberry harvest will commence in Oregon, where prospects for this year's production are promising. Growers are hopeful for better prices, considering the rise in production costs and the decline in the value of the Canadian dollar. Subsequent to Oregon, the harvest will begin in New Jersey and Michigan, with concerns about potential price decreases due to imports from Canada and Peru to the East coast of the US. Peru is expected to enter the market with its blueberries earlier than last year, adding additional pressure.

Australia: Sector taking measures against drop in sale value

Due to the economic impact of the coronavirus in Australia, Berries Australia expects a deficit of AUD 30 million (EUR 18.3 million) in the sale value of blueberries. In order to tackle this, the sector is introducing a voluntary levy targeted to large buyers of blueberries, and efforts are being made to protect the market domestically. Blueberries are grown all year round in different regions. In the winter, the production shifts to New South Wales. The production increased by 13% in 2019 compared to 2018 and reached 19,008 tons. The value increased by 10%. Blueberry exports fell by 9%, to 201 tons, but the value increased by 8%. Some 1,555 tons are imported, mainly from New Zealand.