As economic pressure continues to shape consumer choices, a clear trend is emerging, according to Superfresh Growers: people are finding small, health-forward ways to treat themselves, and blueberries are leading the way. Demand is growing for blueberries, particularly among two distinct groups of shoppers.
First, older consumers with higher incomes (more than $150,000) or fixed retirement budgets prioritize quality and nutrition in their food purchases and worry less about convenience, the company said. For them, produce serves as a trusted source of wellness, with blueberries offering antioxidants, natural sweetness and versatility.
At the same time, a second group — middle-income households, especially those with busy, working-age adults — are considering price, these shoppers increasingly opt for produce they feel is worth the investment.
“We’re seeing shoppers become more intentional,” Trisha Casper, customer insights manager at Superfresh Growers, said in a news release. “Blueberries strike that perfect balance — healthy, satisfying and just indulgent enough to feel like a treat without guilt.”
Casper continued, describing the company’s blueberry crop as fitting the growing demand.
“The Superfresh blueberry season is expected to start the third week of June with an abundant and promotable crop,” Casper said. “Our Pacific Northwest farms have experienced optimal spring weather, which has provided ideal pollination conditions. We plan to have top-quality berries through September.”
The rise in blueberry demand reflects a broader shift in how consumers define value. It’s no longer just about the lowest price, Superfresh said. Instead, it’s about getting the most from each purchase.
