The global blueberry industry, within its strategic objectives, has defined expanding the demand for consumption in international markets and turning blueberries into the favorite fruit of people in all corners of the world.

In this perspective, it can already be observed that the map of blueberry consumption has been extended to a universal level and growth has developed in parallel with the map of production of the crop that has been extended, due to the fact that new countries join the blueberry industry on the five continents.

unknown fruit

But, despite the fact that the consumption and cultivation of blueberries covers a large part of the planet, there are countries where the benefits of this fruit are not yet known, neither in its consumption nor in its production. In this case, it is tourism that is in charge of demanding the fruit, which is why many tourist destinations in the world must import blueberries to complete their offer letters and satisfy their customers.

The latest Topinfo report addresses this issue, addressing the reality of Thailand and Southeast Asia in general, with its enormous cultural and economic diversity and its high population density, with a population of 72 million inhabitants in an area of ​​515.105 square km, which represents enormous interest for fruit producers in the southern hemisphere.

growing market

The article by Betina Ernst and Carolina De Francesco reports on Thailand's open market economy, which is strongly focused on exports, with a surplus of 3.051 million dollars in 2020. The main activities are the industrial and tertiary sectors, within which tourism acquires special importance. In the year 2022 it was the 8th most visited country in the world, with 40 million tourists, and an even greater growth is projected.

Due to the different consumer groups due to the large number of tourists, there is a growing demand for imported foods. The main suppliers are its regional partners, China, Vietnam and Indonesia. Despite this, in recent years the trade dynamics with the countries of the southern hemisphere, such as Chile and Peru, has increased notably, driven mainly by the signing of free trade agreements.

universal taste

In addition to the large number of tourists, the community of foreign residents in the country is very relevant, especially in cities such as Bangkok, Phuket, Chonburi and other points of tourist relevance. On the other hand, tourists, by supporting a large part of the HORECA demand, are a relevant sector for consumption. Within this group, foreigners and tourists of Western origin tend to consume more fruit than Orientals, while they tend to be more informed consumers and willing to pay more for a higher quality product.

fresh and organic

An interesting characteristic of the Thai market is the strong preference for fresh products over processed ones, since they are perceived as healthier; generally, the consumer only resorts to buying canned fruits if the fresh presentation is out of season. As a trend, the demand for certified organic fruit has been gaining momentum in the younger segment of consumers.

For these reasons, the blueberry is a recently introduced fruit in this market, and it is considered a luxury fruit due to its high price, so the demand is sustained in the middle to high income sectors, mainly among young people who value healthy foods. In this case, for the consumer the origin of the fruit is not as important as the quality and size (Jumbo size is preferred). A special characteristic is the preference of the consumer to buy fruit that exhibits a high amount of blossom or bloom, since it gives the sensation of greater freshness.

According to Topinfo, the blueberry supply in the region is already maintained throughout the year, due to the fact that the American season has alternated with the southern production.