Singing the blues — Blueberry sales growth and what's driving it
This article appears in the May-June issue of PMG magazine. Keep an eye out for your copy in the coming weeks.
Retail sales data for the last five years demonstrate that consumers cannot get enough of blueberries. As shopper interest has continued to rise, the industry has expanded production in an effort to keep up.
“The increase in sales is a result of more acreage that has been planted to keep up with the demand,” said Markus Duran, North American blueberry operations manager for Watsonville, Calif.-based California Giant. “The race to fill in the shoulders and low points in production has been the focus of the majority throughout the industry. Mexico production has been the driver to fill in the gaps in the spring, and Peru has been tasked to fill in for the late summer (and) fall window.”
Tyler Johnson, blueberry commodity manager for Selah, Wash.-based Rainier Fruit, which grows organic blueberries only, described some of the broadest consumer trends as perfectly aligned with the fruit.
“Consumers are continuing to shift behavior toward health-conscious decisions, and those shifts are being especially felt in nutrient-dense produce, such as organic blueberries,” Johnson said. “Organic blueberries have a health halo recognized for its antioxidant properties proven to have a vast array of benefits. There’s no doubt convenience plays an important role in the consumption as well; blueberries are a ready-to-eat snack or a perfect fresh ingredient.”
Amber Maloney, director of marketing for Plant City, Fla.-based Wish Farms, noted that blueberries are popular with a diverse range of shoppers, with the top two buying groups being families with kids 12 and younger and adults 65 and older.
Frances Dillard, senior director of brand and product marketing for Watsonville, Calif.-based Driscoll’s, described flavor as the essential driver for blueberries and noted that the company has a research-and-development center focused on developing proprietary varieties.
