Blueberries are the fastest-growing berry category, both from a cultivation and consumption perspective. "In the case of blueberries, we're seeing a lot of breeding activity, which has resulted in improved varieties," he says. Philip Symons, North Bay Produce"While the same has happened with other berries, blueberries appear to have adapted the most rapidly." The crop's success has allowed for the cultivation of new varieties around the world, giving consumers access to great-tasting blueberries year-round.

Modern cultivated blueberries are easy to consume and come from wild crops

Until recently, wild blueberries weren't consumed fresh in many parts of the world. Wild blueberries are small, soft, and seeded, and most end up in processing. With the development of cultivated varieties with higher sugar levels, larger berries, and better flavor, they have become much easier to consume. Being the ultimate convenience food, combined with a superfood, their consumption has grown exponentially over the years. This upward trend continues, both in established consuming countries and in areas where berries have traditionally been less consumed.

Developed vs. emerging markets

In the UK, the blueberry boom began in the mid-2000s, and per capita consumption has since quadrupled. The UK, along with Germany, Scandinavia, and the smaller Benelux, has the highest per capita consumption levels in Europe and is among the most developed markets. Blueberries are rapidly gaining popularity in Southern European countries such as Spain and Portugal, where strawberries and raspberries were traditionally consumed more. According to a study by RabobankAverage per capita consumption in the European Union is still far behind fresh blueberry consumption levels in the United States, the United Kingdom, and Germany. This offers significant growth opportunities in the coming years. Even in a mature market like North America, per capita growth continues. Emerging countries with large populations, such as China and India, are just beginning to consume blueberries, so there is still significant untapped potential.

Overview of blueberry consumption per capita in selected countries and regions

Source: RaboResearch, 2025

Bay North is dedicated to growing and selling blueberries globally and adapting to the seasons. “We grow in North America, Latin America, Europe, Asia, and Africa with the goal of supplying premium fruit to our sales markets in North America, Europe, and Asia year-round,” Symons said. While the company has a division in China, it is still developing. The Chinese prefer a superior product and import high-quality fruit from Peru and Chile. In India, blueberries are grown with partners under North Bay’s premium RESERVE® brand. “We sell them to the local Indian market, which is still small but growing. I hope India will follow China’s lead in the coming years and become an important market.” Blueberries are a very new product in Africa. “While we grow them in Morocco and South Africa, we do not yet sell them on the African continent,” Symons said.

Consumption keeps pace with demand

Despite global production growth, the category has not yet faced an oversupply. "Increased consumption has kept pace with production as a result of the growth of existing markets and the development of new ones." The industry continues to improve quality, and coupled with the high consumption potential in some parts of the world, Symons expects the blueberry category to remain balanced for the foreseeable future. "I have been surprised by the strong demand in this category," he stated.