The global blueberry market is experiencing a dynamic 2025 season, marked by regional challenges and shifting supply patterns. In Spain, Huelva's role as a key supplier to the UK has been impacted by a lack of peak production and the wettest start to the year in 150 years, leading to a shift in supply to Eastern Europe. Meanwhile, Italy has seen a 20% increase in blueberry sales between January and April, driven by early domestic production and growing consumer interest, as retailers prepare for summer promotions as new varieties extend the season.

In Poland, early frosts affected green fruit in some orchards, but the widespread distribution of plantings helped stabilize the domestic crop, which was only slightly lower than in 2023. Exports increased by 17%, while imports from Ukraine remained relatively modest. In Serbia, harvesting is expected to begin around week 24, with a rapid increase in volume of the Duke variety within a week to ten days. About three weeks later, supplies from Romania will arrive, ahead of volumes from Germany, the Netherlands, and, cautiously, Poland. The period from late June to mid-August (weeks 25 to 32/33) is expected to be ideal for promotions and larger pack sizes.

Germany reported strong winter demand supported by consistent quality of Peruvian and Chilean supplies, and a smooth transition to spring is expected, with domestic and Dutch volumes arriving in mid- to late June.

French markets are seeing lower prices this May compared to last year, due to higher volumes from Spain and Morocco and a mix of qualities. Demand remains strong, as the local harvest begins in two weeks. In North America, Florida and Georgia have experienced significant production reductions due to hurricanes and pollination issues, but late-season regions like North Carolina and California are catching up, with more areas entering production through July.

Southern Africa is also entering the season with cautious optimism. Zimbabwe's harvest is gaining momentum, and South African exporters expect volumes similar to last year's, despite frost damage. However, with Peru's expected bumper crop, a robust marketing effort will be critical to securing competitive prices, especially as demand grows in Far Eastern markets for larger berries in high-quality packaging.

Spain: Unstable supply hampers the supply of blueberries to the United Kingdom.
Huelva, Spain, is a major supplier of blueberries to the United Kingdom, but this year has been challenging. The usual production peaks that retailers rely on for promotions have not been recorded. Morocco has reported higher volumes, but these have not materialized in the British market; however, the quality of Moroccan blueberries remains good.

Spain and Portugal have experienced their wettest start to the year in 150 years.

"There's an interesting dynamic now: before the season, no one was willing to commit to volumes. Now we're selling and transitioning to Eastern European supplies," said one trader.

Poland experienced very cold weather about ten days ago, and a similar situation was reported in Romania. Therefore, it will be necessary to source blueberries from other countries such as Serbia, Bulgaria, Georgia, and even Ukraine to ensure an abundant supply.

Demand for blueberries remains stable throughout the year, as they have become a staple product and are widely consumed as a snack.

In the UK, consumer demand is high, but retailers must reach the right price point before launching promotions. Currently, producers are under no pressure to sell large volumes at low prices.

Italy: Sales increase and production expands
From January to April 2025, blueberry sales increased by 20% compared to the same period the previous year. This consumption trend was observed at a major retail chain in central Italy with over 200 stores. According to the fruit and vegetable purchasing manager, blueberries are experiencing a growth trend similar to that of avocados a few years ago. Currently, blueberries for sale are both imported and domestic, as the first domestic production has begun. The most common packaging is the 125-gram tray. During the summer, when full Italian production begins, they will also be available in 250-gram trays or 400-gram cups. This week, the 125-gram tray sells for €2.19. Retail stores can run promotions to increase consumption during the summer months.

Meanwhile, a leading nursery grower in northern Italy has announced new collaborations with leading international breeders and the launch of new high-yielding varieties that can extend the production schedule. This demonstrates the continued interest in this crop.

The blueberry production and marketing campaign began about two weeks ago in Campania with small quantities. The market is responding well in terms of demand and prices.

According to YouGov data, investments in blueberry research and development have paid off in recent years. More than 2,5 million Italian households consume these fruits at least once a month between March and July, reaching a peak of over 3 million in May 2024. The consumption season is therefore extensive, allowing for an average of more than six purchases per household per year. Each purchase averages more than €3,30 for packages of just over 250 grams, demonstrating the value placed on this small fruit.

Poland: Blueberry supply stable despite frost.
In the case of blueberries, the cultivated area is no longer growing at a rapid pace, but varietal renewal is gaining momentum in existing plantations. Due to the growing demand for off-season fruit, many producers and exporters have also begun importing berries to ensure a year-round supply. This availability further boosts demand, as it makes it easier for consumers to acquire the habit of regularly consuming berries year-round.

The main challenge of the 2024 season was the very early and rapid start of the growing season, which meant that, on some farms, the May frosts affected the green berries rather than the flowers. This led to significant losses, as green berries are much more vulnerable to frost damage. However, the frosts were localized and affected growers to varying degrees. Overall, thanks to the widespread distribution of Polish farms across almost all regions of the country, the total blueberry harvest was only slightly lower than in 2023.

According to Agronometrics data, blueberry exports exceeded those of 2023 by 17%, reaching almost 26.000 tons. It is also worth noting that blueberry imports from Ukraine—and therefore re-exports of Ukrainian fruit from Poland—are significantly lower than commonly assumed. The Polish State Plant and Seed Inspection Service reported that 1.700 tons of blueberries crossed the Ukraine-Poland border in 2023, while in 2024 that figure rose to 3.100 tons.

At this time, a blueberry harvest similar to that of 2024 is expected, as potential crop losses due to frost are offset by full production from recent plantings. The harvest of other berries for the fresh market is expected to be larger than last year, due to increased acreage and the fact that most of this fruit is now grown under cover.

The Netherlands: Solid prices and quality for Moroccan blueberries; volumes were insufficient.
“We are quickly approaching the end of the Moroccan blueberry season. In terms of both quality and price, it has been an excellent season, although volumes have fallen short of expectations. Production in the fields was significantly lower than expected. However, consumer demand has been exceptionally high. Volumes moved quickly, with no backlogs or surpluses. The entire market focused exclusively on fresh product sales, which ultimately benefited consumers,” explained a Dutch importer.

In contrast, the Spanish blueberry season hasn't gained momentum, and it's unlikely to do so now, given that we're already so far into the season. This is truly unfortunate for Spanish producers.

Looking ahead, Serbia is expected to begin harvesting around week 24. Once harvesting begins, substantial volumes are expected to be available within 7 to 10 days. The Duke variety, which makes up the majority of the Serbian crop, will rapidly increase production. Approximately three weeks later, blueberries from Romania, Germany, the Netherlands, and, cautiously, Poland will begin arriving on the market. Between weeks 25 and 32/33, it will be the ideal time to focus on larger packaging and promotional activities. Consumers will have the opportunity to enjoy high-quality blueberries, the soft fruit trader added.

Germany: Strong winter demand and smooth transition to spring supply
Demand for blueberries was satisfactory throughout the winter, according to a wholesaler. "The quality of the foreign produce, both Peruvian and Chilean, was also convincing and stable. At the start of the Moroccan season in late February, followed by the Spanish season in mid-March, there were also no significant surpluses from abroad, so this year we had a fairly smooth seasonal transition."

The first arrivals of German and Dutch crops are expected between mid- and late June. However, it's worth mentioning that there are generally fewer German blueberries available on the open market, i.e., wholesale markets.

France: The market expects lower prices ahead of the local harvest.
On the French market, blueberries come mainly from Spain, but also from Morocco, Portugal, and, in small quantities, from Peru. In May 2025, blueberry prices in France are generally lower than in May 2024, due in particular to higher production in Spain and Morocco, as well as the presence of batches of varying quality and cheaper imported blueberries. These factors have forced distributors to adjust their prices downward. Demand is strong, especially with the return of good weather. The French blueberry harvest is scheduled for about two weeks from now.

North America: Tight supply and strong demand mark the start of the season
Blueberry production is increasing in the Southeast. Florida is finishing up its limited crop, which was reduced by 30% to 50% due to Hurricane Milton and other weather events.

Hurricane Helene and pollination issues have also impacted the first half of Georgia's blueberry harvest. The crop is estimated to have declined by 30% to 40% at the start of the season, and it is also running late. However, recent rains are helping, and the remainder of the season is expected to see more consistent volume.

"North Carolina will begin harvesting its crop, projected to be above average to excellent, next week."

Mexico is winding down production, so volume is limited. Furthermore, California's blueberry season began about two weeks ago, and peak volume is expected to be reached in the next three weeks, although the state is slightly below its original projections.

Demand is strong amid limited supply, so prices are higher than usual.

Looking ahead, other regions will begin production soon: New Jersey (June 15), Michigan (first week of July), and the Pacific Northwest, including British Columbia (late June to early July). Peru is expected to begin importing in mid-August.

South Africa: Producers focus on global competition.
Zimbabwe's blueberry harvest is gaining momentum, and the South African industry doesn't expect any significant changes compared to last season, when 25.000 tons were exported from South Africa. Last year, around 2.000 tons were lost due to severe frosts in July. By mid-June, the Limpopo harvest will be in full swing.

The industry is approaching the new season with optimism, but they are aware, says one source, that they must keep an eye on Peru: a large harvest is expected from the South American country, and "very precise marketing" by South African exporters will be necessary to secure good prices for their fruit.

While established blueberry brands remain primarily focused on the European and British retail markets, new companies are supplying blueberries from Zimbabwe and South Africa to the Middle and Far East. Demand for larger blueberries in the Far East is increasing, much more so than in Europe, especially for tube packaging.

In the South African market, which currently consumes Zimbabwean berries, volumes have been higher than in recent years, with prices particularly lower than those for 2023. Blueberries are trading between €9,80 and €10,80 per kilogram on wholesale markets.