Driscoll’s Shares Insights on Chinese Blueberry Market at International Fruit Conference 2024

The International Fruit Conference 2024, organized by the China Chamber of Commerce for Import and Export of Foodstuffs, Native Produce and Animal By-Products, was successfully held on Aug. 27 at the Kerry Hotel Pudong in Shanghai. At the event, Vivian Yang, senior director of product strategy and commerce at Driscoll’s, presented an in-depth analysis of both the global and Chinese blueberry markets. As a global berry industry leader with a history spanning 150 years, Driscoll’s generates $5 billion in annual sales and serves 350 million consumers worldwide.

Yang, drawing on data from the International Blueberry Organization, revealed that the global blueberry cultivation area reached 258,000 hectares in 2022, with significant production hubs located in the United States, the Asia–Pacific region, Europe and Africa. Looking ahead, the Asia–Pacific region is set to emerge as the fastest-growing area for blueberry production by 2026, with the projected annual output soaring to 896,000 metric tons. Impressively, China, the world’s largest blueberry producer, cultivated 77,000 hectares and harvested 520,000 metric tons of blueberries in 2022, making it the global leader in both categories. Notably, 49% of this output was fresh blueberries, while the remaining 51% was used for processing.

Although blueberry import prices have remained relatively stable in recent years, a downward trend has been observed since 2018, primarily driven by rapid expansions in cultivation areas and increased production capacity. As the market continues to evolve, it faces a host of significant challenges, including supply/demand imbalances, rising competition and escalating costs. In addition, the industry must navigate the critical task of maintaining the premium status of blueberries in a competitive marketplace. Labor shortages and the adverse effects of climate change further complicate the landscape, posing risks to both production and the quality of this prized fruit.

Amid these challenges, the global blueberry industry is witnessing noteworthy trends. Profit margins are under pressure from rising costs and stagnant prices, while demand for higher quality standards is increasing, with consumers seeking attributes such as firmness, flavor, texture and visual appeal. Moreover, a growing number of companies are exploring the potential of mechanical harvesting, recognizing its vital role in enhancing operational efficiency. The industry is also placing a strong emphasis on varietal innovation to boost productivity and adapt to the ever-evolving market dynamics.

As the conversation shifted to the vibrant Chinese market, Yang emphasized that the growth of China’s berry sector has been significantly fueled by increasing purchase frequency and rising prices. In 2023, an impressive 74% of urban households reported buying berry products, reflecting a growing trend among consumers. In terms of market value, strawberries still dominated the landscape, capturing 51.3% of the total Chinese berry market, while blueberries held a substantial 23.7%. Raspberries and blackberries also made their mark, accounting for 6.0% and 6.2%, respectively. Notably, 51% of urban households purchased strawberries in 2023, while 24% bought blueberries.

Key characteristics of the Chinese blueberry market, as identified by Yang, include a robust consumer awareness of the health benefits associated with blueberries, low per-capita consumption, and considerable variation in the quality and taste of blueberries available on the marketplace. She also pointed out that the current cold chain logistics systems for fruit have considerable room for improvement because inefficient cold chain management — from post-harvest handling to transportation and retail — has a dramatic adverse effect on the quality and freshness of blueberries. This highlights the critical need for advances in logistics to fully harness the potential of this thriving market.

Images: International Fruit Conference 2024

This article was translated from Chinese. Read the original article.