Spain, Italy, and Portugal significantly increased their imports of fresh blueberries during 2025. Portugal registered the largest increase, at 55%, followed by Italy at 45%, and Spain at 35%. This trend is particularly noteworthy because it occurred in countries that are also part of the European blueberry supply chain.

The IBO attributes these increases to a broader growth in demand in Southern Europe, where blueberry consumption has historically been less widespread than in Northern European markets. Along with producing and exporting fruit, these countries are incorporating larger volumes from other origins and expanding their role as importing markets as well.

Spain increases its blueberry imports beyond the flow from Morocco

Spain imported 59.580 tons of fresh blueberries in 2025, compared to 43.990 tons the previous year, an increase of 35%.

However, the volume requires distinguishing between imports and domestic consumption. Nearly 70% of Spanish purchases come from Morocco, and the IBO points out that it is unlikely most of that fruit will be consumed in Spain, as some of it continues on to other European destinations.

Even excluding Morocco as a source, Spanish blueberry imports increased by around 30% year-on-year. Furthermore, purchases from Peru quadrupled between 2023 and 2025, a figure the report itself considers more indicative of growing domestic demand. Therefore, Spain's progress is not solely explained by the transit of Moroccan fruit: the data also point to a greater incorporation of imported blueberries into the domestic market.

The report also notes that the Spanish blueberry market maintains double-digit growth rates and that the presence of this fruit throughout the year has become commonplace in retail, while consumers buy it more frequently and in larger quantities.

Spanish imports of fresh blueberries by origin, 2016–2025. Source: IBO Global Blueberry Report 2026 / Agronometrics Global Trade Data.

Italy and Portugal increase their purchases of imported blueberries

Italy increased its blueberry imports from 12.850 tons in 2024 to 18.580 tons in 2025, a 45% increase. Its exports, however, remained virtually unchanged. This contrast reinforces the IBO's assessment of Italy as a market where blueberry consumption is gaining ground.

Portugal registered the highest percentage growth of the three countries, with a 55% increase, albeit on a smaller scale. In its case, the rise in imports coincides with double-digit growth rates in both consumption and local blueberry production. All three indicators are advancing simultaneously in a market that is also expanding its presence within the European industry.

All three countries are importing more fruit, but the data doesn't tell exactly the same story. Spain combines growing domestic demand with significant flows from Morocco that continue on to other European destinations; in Italy, the increase in imports appears more directly linked to the development of the consumer market; and Portugal is increasing its purchases while its production and consumption are also growing.

Spanish imports of fresh blueberries by origin, 2021–2025. Source: IBO Global Blueberry Report 2026 / Agronometrics Global Trade Data.

For producers and exporters of blueberries, The signal goes beyond percentages. Spain, Italy, and Portugal remain major producers, but they are also gaining importance on the demand side. The data alone doesn't yet allow us to identify a specific market window, but it does show that Southern Europe is incorporating more blueberries from other origins, a shift that makes it crucial to examine in greater detail when these purchases are occurring and who is supplying this growth.

Read also:

• Heat and drought are putting pressure on European crops and affecting blueberries in Spain and Portugal.
• Morocco is gaining ground in Spain and is leading among suppliers outside the European Union
• Fall Creek expands beyond blueberries with acquisitions in Italy
• Blueberries are now available to 35% of Italian families.
• Western and Central Europe surpasses North America in imports of fresh blueberries
• Morocco is approaching 90 tons of blueberries and is gaining ground in Europe
• Europe maintains high demand for blueberries, but quality defines the market.