Scary winter weather and freak freezes in the spring didn’t cool down the growing intensity of consumer berry demand. This reality has stoked optimism in berry growers and industry groups for this summer season, as well as laid out a course for the future to meet that demand.
For the year ending May 17, 2026, sales by volume across the entire fresh berry segment grew 3.1% at 2.908 billion pounds sold compared to the prior year. The same time saw retail dollar sales for all berries across the U.S. for both brick-and-mortar and online food retailers increase 4.5% to $12.96 billion. This data comes from Circana OmniMarket Integrated Fresh, a Chicago-based market research firm.
The Circana data also shows that for the top four fresh berries — strawberries, blueberries, raspberries and blackberries — blueberries drove much of this increase with 4.3% gain in volume at 748.2 million pounds sold during the period. Raspberries and blackberries also saw volume gains of 16.9% (236.7 million pounds) and 8.7% (176.4 million pounds), respectively. Though still the ranking berry, strawberries stayed almost flat with 1.68 billion pounds (up 0.3%) sold for the year ending May 17, according to Circana.
Strawberries also ceded ground to blueberries in terms of share of the overall (conventional and organic) berry fresh berry market. While still representing almost 41% of the market by dollar share, strawberries lost 2.24 percentage points. Most of that loss — 2.17 percentage points — was gained by blueberries, which represented a third of the fresh berry market by dollar share.
Growth in blueberry sales is especially notable in organic blueberries. According to the Circana data, volume sales were up 12.3% at 120.3 million pounds for the year ending May 17 compared to the same time the prior year. Together with the slight increase in per-volume pricing — up 1.6% at $7.59 per pound — retail dollar sales of organic blueberries were up 14.1% at $912.5 million. Blueberries were also the leader of the organic berry market segment, claiming almost 40% of the market by dollar share. This was up over 2 percentage points compared to the same time the prior year.
The growth in blueberry demand especially is not a surprise, according to Kasey Cronquist, president of the U.S. Highbush Blueberry Council and the North American Blueberry Council. He points to demand-driving efforts, including the groups’ “Blueberries Go Big” campaign.
“NABC/USHBC Vice President of Global Marketing and Communications Kevin Hamilton and his team are taking blueberries to new heights, and that work by the council is a big part of why we’re seeing the kind of rising consumption and repeat purchasing the category data reflects,” he says.
“So, the momentum is broad [for blueberries]; it spans formats, pack sizes and both conventional and organic, which makes it durable rather than fragile,” Cronquist continues.
He also calls the momentum “the backdrop for this year’s domestic season.”
Weather Woes for Berries in Spring
While berry — and especially blueberry — demand growth set the grander stage for this year’s summer season, it wasn’t the only thing playing out.
Cronquist says weather is the defining story of the early domestic season. Tom Smith, vice president of sales and marketing at California Giant Berry Farms, similarly says navigating the spring’s unpredictable weather patterns is the primary obstacle of the summer berry season.
For blueberries, the spring weather story included surprising freezes in the Southeast. Cronquist reports that a February freeze in Florida may have halved the state’s crop, now estimated at 10 million pounds. Georgia and North Carolina also suffered freezing damage, but Cronquist says the damage does not appear to be as devastating.
New Jersey was not so lucky, however.
“There was unexpected frost and cooler weather in April that impacted crop development and delayed harvest timing across New Jersey,” says Sarah Consalo, chief financial officer and global partnership officer for New Jersey-based Consalo Family Farms.
“At this point, it is difficult to determine the full extent of the damage, as reports across the state vary from minimal losses to complete crop loss. Despite early hurdles, we’re optimistic about the season ahead, and our bushes are looking very full and ready for harvesting in the next week,” she told The Packer in the first week of June.
Strawberries also got hit with challenging winter and spring weather.
“After an early start to the season, some unusual weather impacts in April and May have had temporary impacts on supply,” says Chris Christian, vice president of market insights for the California Strawberry Commission. According to USDA Economic Research Service records, California produced 86.5% of domestic strawberries in 2024 (the most complete data).
“We are not seeing the spring peak we once forecast due to earlier weather conditions in California,” says Jerry Moran, vice president of sales for Naturipe, which has strawberry growers in California and Mexico.
But things turned around for strawberries in California in late May. Christian says quality and volumes had begun recovering as the industry headed into June, buoying producers’ optimism.
The recent good turn for strawberries has also led to optimism in other berry sectors.
Darcy Kochis, executive director of the North American Raspberry and Blackberry Association and the administrator of the Oregon Raspberry and Blackberry Commission, says she’s heard the strawberries in Oregon and Washington are turning out to have a “really high sugar content.” This is a good indication of what to expect for raspberries and blackberries in the region, she adds.
“I think we’ve got a lot of potential this year for having really sweet fruit, which is exciting,” she says. “We are definitely looking forward to a really great summer across the U.S.”
The State of Summer Berries
Both growers and trade associations alike voiced strong optimism about this year’s summer berry season.
“While harvest experienced a complex spring due to variable weather conditions, production is now stabilizing and aligning with summer demand,” Smith reports in a summary echoed by all sources. He also notes that “exceptional baseline” consumer demand for fresh berries will successfully offset early-season hurdles.
“California Giant Berry Farms is anticipating a successful summer season across all four berry types,” he says.
Naturipe, which also grows all four major commercial berries along with cranberries, has much the same to say.
“We’re seeing excellent quality and volumes across all of our varieties,” says Moran, adding that there’s great availability of both conventional and organic berries. “Strong fruit quality, ongoing varietal innovation and consumer demand for fresh produce are all creating positive momentum heading into the heart of summer and [are] why we are so optimistic about the summer.”
The summer outlook for blueberries is strong for regions outside of the Southeast, especially in the Pacific Northwest, according to both Smith and Cronquist.
“Washington has already revised its crop estimate for 2026 to 190 million pounds from 182.5 million pounds earlier this year,” Cronquist says. “Michigan is still reporting a 9-million-pound increase over their 2025 season reported total of 67 million pounds, and California has hit its peak weeks and is maintaining its original estimate of 85 million pounds.”
He says NABC is highly optimistic for the balance of the domestic season.
The outlook for strawberries this summer is also positive for consistent weekly supplies of California strawberries to support retail promotions, according to Christian: “Both a slight increase in acreage and new strawberry varieties with higher yields have led to overall fresh output exceeding 2025 year to date.”
According to USDA’s Fruit and Tree Nut Outlook from March (the most recent), that increase in strawberry acreage was estimated at about 2% at 43,700 acres in California, with most of that being for spring- and summer-harvested berries.
Smith describes California Giant’s strawberry production for this summer as steady but also reports that a significant increase in California raspberry and blackberry availability is expected this year.
Growing Demand for a Good Thing
The promise of a mostly strong supply of summer berries is a good thing for consumers who are increasingly turning to berries for their health benefits. Most sources tell The Packer that consumers’ growing interest in healthy snacking has been driving berry demand, and all expect that to continue.
“Health and wellness continue to be one of the biggest trends in the berry category,” says Moran. “Shoppers are paying more attention to their overall health than ever before, actively looking to add fiber, antioxidants and nutrient-dense foods into their diets.”
Berries fit that perfectly, says Kochis, adding that the health-focused trend in berry interest can be seen “all the way from the farm stands all the way into retail purchasing.”
While health-focused shoppers have driven the berry category overall, Cronquist especially highlights the health wins of blueberries. He points to blueberries getting top billing in the fruit section of the new Dietary Guidelines for Americans pyramid, where they sit beside apples and above perennial favorites like strawberries, oranges and bananas.
“What might look like an unexpected win from the outside is actually the sustained momentum of a category primed for this exact moment,” Cronquist says, pointing to NABC’s “over two decades building a foundation on reputable, rigorous health research” around blueberries.
“Today, we are successfully positioning blueberries to win by capitalizing on major health and wellness shifts,” he adds.
Breeding Bigger, Better Berries All Year Long
With consumers convinced that berries are good for them, they want them — and more premium versions year-round.
“One of the trends we’re seeing right now — and this has been the case for a while — is ensuring fresh berries are available 365 days a year in grocery stores and retail chains,” says Kochis. “And it’s all of the major berries: raspberry, blackberry, blueberry and strawberry.”
This demand is driving the berry industry overall to research and develop varieties that suit different regions across the country to capitalize on different growing windows, according to Kochis.
Consumers also increasingly want better berries. In blueberries, the focus has been on bigger berries. According to The Packer’s Fresh Trends 2026 consumer survey, just under half (45%) of respondents who reported buying blueberries in the previous 12 months also reported buying jumbo blueberries.
“The development of new blueberry varieties focused on enhanced size and flavor is one of the most exciting trends in the category,” says Cronquist. He thinks this trend will continue to evolve and play a pivotal role in driving sustained consumption growth.
Blueberry growers seemed to agree. Both Naturipe and California Giant highlighted the success of their large and premium blueberry programs, made possible by a focus on improved variety genetics, even if not calling out varieties by name.
Smith says California Giant Berry Farms has capitalized on consumer interest in large berries through its Giant Blueberries program: “This product offering continues to experience substantial growth, cementing our market share within the lucrative jumbo-sized blueberry segment and providing retailers with a high-margin, premium offering.”
Moran similarly points to the success of Naturipe’s Sweet Selections offering of blueberries and blackberries as evidence of consumers’ interest in premium berries that emphasize flavor.
“It’s also validation of the work we’ve put into genetics and breeding programs that are helping us deliver a better eating experience for growers, retailers and consumers across the entire berry category,” Moran says.
Consumers Increasingly Ask for Berries by Name
The pull of premium varieties is not just for blueberries or size, however. Nor are varieties or branded offerings only known on the production side of the berry equation these days.
For example, premium strawberry varieties are increasingly on consumers’ radar and consumers are willing to pay for them. Almost a fifth (19%) of strawberry purchasers in the Fresh Trends 2026 survey reported that they bought Oishii’s Koyo or Omakase strawberry varieties during the previous 12 months. These premium strawberries can run roughly $40 to $60 per pound, compared to the average of $4.83 per pound for fresh organic strawberries sold during the year ending May 17 as reported by Circana.
But it’s not just fancy strawberry varieties catching consumers’ attention. Companies are trying to make consumers aware of their premium varieties.
“In blackberries specifically, we’re really seeing an exciting trend in varieties being called out by different brands on the labels of those premium varieties of blackberries,” Kochis says, calling the development “really exciting.” Where before people might have only known of marionberries for a predictably quality eating experience, she says consumers are looking for varieties such as Driscoll’s Sweetest Batch or Berry Fresh’s Sweet Karolines by name now in grocery stores.
“I encourage people to try these premium blackberry varieties they are seeing, because they have really wonderful flavor profiles,” she adds.
New Varieties Key to Meeting Growing Demand
Meeting these growing consumer demands and production trends into the future of berries will take intense investment in two main areas: new varieties or offerings and new technology.
Each of the industry associations stresses the importance of new variety development for the future of their respective berries.
“We can expect to see continued development of new strawberry varieties that are resistant to pests and disease and have higher yields while providing consistent flavor and quality for consumers to enjoy,” says Christian.
Kochis and Cronquist say much the same for the raspberry and blackberry and blueberry industries, respectively.
Berry growers gave some specific examples when it comes to their new variety development or new offerings, however.
“One of the biggest ways we’re preparing for the future is through variety development,” says Moran, describing recent tours of Naturipe’s test plots around the country. In Georgia, for example, the company is working on developing blueberries that are both suited to the state’s climate and deliver better consistency in size, flavor and shelf life. From this and other variety development work, he says that “consumers will start to notice real differences between varieties, and they’ll have more reason to reach for specific packs based on taste and occasion.”
He particularly calls out the company’s newest proprietary blueberry varieties including Envoy, Keepsake and Charisma.
“These new varieties are the best-tasting, available all summer and represent our future direction,” Moran says. “This will bring us significant volumes of Mighty Blues and Sweet Selections blueberries, helping our retail partners grow incremental sales of premium berries and drive consumer repeat purchases.”
Though not specifically a new variety, California Giant Berry Farms is looking to meet the health-focused blueberry consumer of the (near) future with a new offering.
“We’re looking forward to the launch of Belli Berries this autumn,” says Smith, explaining that the new fresh blueberry offering “are the same fresh blueberries consumers know and love from California Giant — now boosted with probiotics.”
Smith says the company anticipates the new offering will be available in early fall 2026.
Consalo Family Farms is also looking to new blueberry varieties for their future.
“Duke and Blue Crop remain two of the most important varieties in New Jersey, while newer varieties are also popping up in demand,” says Consalo. “The Arabella, Loretto and Peachy Blue varieties are others we see increased interest in, and we are investing in growing more of these to stay innovative and keep up with demand for a more premium berry.”
Turning to Tech for the Future of Berries
Consalo Family Farms is also investing in technology for the future as it approaches its 100th year in business.
“Automation and advanced equipment have helped improve quality and operational efficiency,” Consalo says of the blueberry industry. “We have invested in machines that help sort berries by color, size and firmness to assure the best quality in every package.”
She adds that technology is becoming an increasingly important part of modern agriculture, both across the board and for blueberry growers especially.
But too much of a good thing can be a problem, especially on the grower’s side. That’s something the USHBC hopes to tackle with its BerrySmart Field program.
“Today’s wave of tools — sensors, imagery, automation, AI and advanced analytics — is arriving faster and with far more complexity than most growers can reasonably absorb, especially as they are being asked to do more with less,” says Cronquist. “Our goal with the BerrySmart Field program is to take that complexity off their plate by vetting solutions and connecting growers with tools, training and insights that can actually work, from the field to the retail shelf.”
He says the program, as well as the place of AI in the blueberry industry, will be showcased at the upcoming 2026 Blueberry Convention in September.
“The goal over the next five years will be to work together as an industry to ensure sustainable growth that drives the opportunity for profitability back to our growers,” he says.
Giant is also testing out potential technological innovations that could help it meet the future.
“Our initiatives in controlled-environment agriculture are managed through a strategic innovation partnership designed to safeguard future berry availability,” says Smith, who explains that the effort focuses on “evaluating vertical farming models and data-driven cultivation methods for strawberries and other commodities.”
“While this framework does not serve as a commercial production source today, it represents a critical, long-term investment in the future of sustainable production,” he says.
Naturipe has also been investing in data-focused technology to help it meet future demands of both growers and consumers. According to Carol McMillan, Naturipe’s senior IT director, this investment has particularly focused on “supply chain technology to help improve efficiency, strengthen visibility across the business and better support growers and retail partners.”
“That includes cloud-based [enterprise resource planning] systems and more advanced data tools that help teams make faster, smarter decisions across sourcing, logistics and distribution,” she says.
Technology is playing a bigger role across the produce industry than ever before, especially when it comes to supply chain visibility, forecasting, inventory management and maintaining consistent quality, McMillan notes.
“For a category like berries, where freshness and timing are everything, having better real-time data can make a major difference,” she says.
