The berry sector continues to have significant growth potential both in Spain and abroad. Blueberries, in particular, have become the star of the red fruit market thanks to their health benefits. This fruit is rich in anthocyanins, polyphenols, and vitamin C, which combat free radicals and reduce oxidative stress. Furthermore, due to the rise of healthy snacking, blueberries have become a popular alternative to traditional options, whether for breakfast or as a snack between meals.

Another advantage is the versatility of this superfruit, as it can be added as an ingredient to enrich desserts or used to prepare juices, jams, and smoothies. Household consumption data confirms the blueberry's strong performance, with enviable growth rates, perhaps only matched by the avocado.

Specifically, demand by volume has tripled in the last five years, rising from approximately 3.000 tons in 2020 to over 9.000 tons in 2025, according to data from the consumption panel compiled by the Ministry of Agriculture, Fisheries and Food (MAPA). Last year, the increase was 30%, a double-digit rise that follows the 26,5% increase in 2024. Even more robust is its growth in value, which jumped from €36,8 million in the year the pandemic hit to nearly €120 million last year, when sales surged by 35,2%, even surpassing the 29,3% increase in 2024.

The penetration data is also revealing, as blueberries are the fruit that has gained the most traction in households, rising from 24,2% in 2022 to 28,6% in 2024. While strawberries are already established in 85% of households, blueberries have significant potential for growth in our market. In terms of per capita consumption, their figures (0,16 kg/person) are still well below the category leader (2,3 kg/person), indicating considerable room for expansion.

Blueberries, available on the market for 52 weeks a year, continue to increase their consumption beyond the Spanish season, as evidenced by the strong rise in imports in 2025 - although Morocco remains the primary source, the strong increases recorded by Peru and Chile in their respective trade windows should be highlighted.

The growth of blueberries attracts new operators

Given the uneven growth of the berry market, it's no surprise that new players have entered the category to capture opportunities. While it's true that much of the market is dominated by the cooperatives and companies listed in the Top 15 of the article recently published by Alimarket, there are still gaps in this dynamic segment for new entrants. Fruitist—formerly Agrovision—which has a global turnover of nearly $400 million, understands this. Its strategy involves repositioning fresh fruit in a different segment, which means focusing on premium varieties with a fruity, balanced flavor, large size, and crisp texture.

Another operator that has recently joined the segment is Grupo Cool Fruit Company, which continues to focus on growth in Spain, mainly in the northwest, although strategically expanding its geographical presence to extend the harvest and not depend on such a concentrated production window.

In addition to these two projects, it's worth highlighting the growth of the Senda Fruits berry platform, which aims to exceed €100 million in revenue this year (€65 million in 2025) after consolidating its main brands in the market and increasing its production capacity in three new countries of origin. Currently, the Huelva-based company works with eight producers and is conducting trials with six other countries, including Peru, Portugal, Poland, and Egypt.