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Commodity Innovation Series - Blueberries in Food, Drink, and Pet Food

October 2017

Commodity Innovation Series - Blueberries in Food, Drink, and Pet Food - Global Analysis Report (PDF Version, 559 KB) | Help with alternative formats

Executive summary

Introduction

Blueberries have a number of characteristics which make them superior to other types of fruit (Euromonitor, 2014). They have a good shelf life, are convenient and are considered superfruits packed with antioxidants, fibre, vitamins, and minerals.

According to Euromonitor, North America has traditionally been (and still is) the world’s biggest blueberry producer, but large volumes are now grown in the southern hemisphere, ensuring year-round availability. Chile is Latin America’s most productive blueberry producer. Peru is also emerging as a major player in blueberry cultivation (Euromonitor, 2014).

Fresh cranberries/blueberries delivered an outstanding performance in 2016, with a recorded total sales volume of 868,800 tonnes, and a compound annual growth rate of 6.7% from 2012 to 2016. This ongoing consumption trend of fresh cranberries/blueberries is expected to continue across all regions around the world and is forecasted to see a compound annual growth rate of 5.8% from 2017 to 2021.

Euromonitor predicts that the volume of fresh cranberries/blueberries will rise by 25% over the 2017 to 2021 forecast period, surpassing the one million tonne mark in 2019. Furthermore, Singapore, the Philippines, Norway, Malaysia, and Sweden are expected to perform the best in this fruit category over the next decade (Euromonitor, 2014).

Retail sales

Historic Total Sales Volume of Fresh Cranberries and Blueberries in the World by Region, thousand tonnes, from 2012 to 2016
Region 2012 2013 2014 2015 2016 CAGR* 2012–2016
World 670.9 729.3 788.4 819.8 868.8 6.7%
Asia Pacific 189.4 212.7 235.7 251.6 275.3 9.8%
Eastern Europe 210.0 232.3 252.5 250.5 259.1 5.4%
North America 174.1 179.4 185.0 190.1 195.9 3.0%
Western Europe 84.5 90.4 99.4 110.7 120.8 9.3%
Latin America 5.3 6.0 6.5 6.9 6.7 6.0%
Australasia 3.9 4.4 4.9 5.3 5.9 10.9%
Middle East and Africa 3.8 4.1 4.4 4.8 5.2 8.2%
  • Source: Euromonitor, 2017.
  • CAGR - compound annual growth rate
Forecast Total Sales Volume of Fresh Cranberries and Blueberries in the World by Region, thousand tonnes, from 2017 to 2021
Region 2017 2018 2019 2020 2021 CAGR* 2017–2021
World 921.9 980.6 1,033.0 1,091.3 1,153.0 5.8%
Asia Pacific 300.6 329.5 359.2 392.0 427.7 9.2%
Eastern Europe 272.1 288.3 300.2 315.8 333.0 5.2%
North America 201.6 207.7 213.7 219.5 225.1 2.8%
Western Europe 128.9 135.4 139.1 142.0 143.9 2.8%
Latin America 6.8 6.9 7.1 7.2 7.3 1.8%
Middle East and Africa 5.5 5.8 6.2 6.5 6.9 5.8%
Australasia 6.4 7.0 7.7 8.3 9.0 8.9%
  • Source: Euromonitor, 2017.
  • CAGR - compound annual growth rate
Historic Total Sales Volume of Fresh Cranberries and Blueberries by the Top 10 Countries, thousand tonnes, from 2012 to 2016
Country 2012 2013 2014 2015 2016 CAGR* 2012–2016 Market Share
World 670.9 729.3 788.4 819.8 868.8 6.7%  
USA 164.00 169.00 174.30 179.10 184.60 3.0% 21.2%
South Korea 108.90 120.30 133.40 148.10 168.00 11.4% 19.3%
Poland 44.00 50.10 54.90 56.90 59.80 8.0% 6.9%
Ukraine 34.20 38.90 42.40 43.90 45.90 7.6% 5.3%
Afghanistan 24.30 28.40 31.80 33.80 36.30 10.6% 4.2%
Romania 22.70 25.60 27.90 28.70 29.90 7.1% 3.4%
Russia 36.80 39.70 42.10 31.40 29.00 −5.8% 3.3%
United Kingdom 12.60 13.80 16.00 20.90 25.40 19.2% 2.9%
Uzbekistan 21.70 25.00 27.80 24.50 22.80 1.2% 2.6%
Germany 14.20 16.00 18.40 19.30 20.10 9.1% 2.3%
  • Source: Euromonitor, 2017.
  • CAGR - compound annual growth rate
Forecast Total Sales Volume of Fresh Cranberries and Blueberries by the Top 10 Countries, thousand tonnes, from 2017 to 2021
Country 2017 2018 2019 2020 2021 CAGR* 2017–2021 Market Share
World 921.9 980.6 1,033.0 1,091.3 1,153.0 5.8%
South Korea 187.6 208.7 231.1 255.2 281.2 10.6% 24.4%
USA 189.9 195.6 201.3 206.7 212.0 2.8% 18.4%
Poland 63.1 67.0 69.9 73.4 77.2 5.2% 6.7%
Ukraine 48.3 51.2 53.3 55.8 58.5 4.9% 5.1%
Afghanistan 39.1 42.5 45.4 48.7 52.4 7.6% 4.5%
Romania 31.4 33.2 34.4 35.9 37.5 4.5% 3.3%
United Kingdom 28.7 31.3 32.4 33.2 33.6 4.0% 2.9%
Russia 28.2 28.5 29.4 30.8 32.6 3.7% 2.8%
Uzbekistan 22.4 22.9 23.9 25.3 27.1 4.9% 2.4%
Kazakhstan 18.2 19.6 20.7 22.0 23.4 6.5% 2.0%
  • Source: Euromonitor, 2017.
  • CAGR - compound annual growth rate

Trade overview

In 2016, Canada exported C$427.0 million in blueberries and achieved a compound annual growth rate of 2% from 2012 to 2016. Frozen wild blueberries made up 48% of Canada’s blueberry exports, followed by fresh blueberries with a 25% market share, and frozen cultivated blueberries with a 22% market share. Fresh wild blueberries saw a significant growth rate of 22% from 2012 to 2016, while fresh blueberries saw a negative growth rate of 2% from 2012 to 2016. Wild blueberries made up 53% of Canada’s blueberry exports in 2016.

The United States, Japan, and Germany are the top markets for Canada’s blueberry exports. Together, they received over 83% of Canada’s blueberry exports in 2016. Poland, Switzerland, and Australia saw the most significant growth rate for Canada’s blueberry exports, with Poland seeing a compound annual growth rate of 110.4%; Switzerland, a compound annual growth rate of 44%; and Australia, a compound annual growth rate of 21.3% from 2012 to 2016.

Fresh blueberries and frozen wild blueberries made up 71% of Canada’s blueberry exports to the United States. Frozen wild blueberries accounted for over 73% of Canada’s blueberry exports to Japan, while frozen wild blueberries made up over 97% of Canada’s exports to Germany.

Canada’s Blueberry Exports by Category in 2016
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Category Per cent
Frozen wild blueberries 48%
Fresh blueberries 25%
Frozen blueberries 22%
Fresh wild blueberries 5%

Source: CATSNET, 2017
*CAGR- compound annual growth rate

Canada’s Top Blueberry Exports by HS Code from 2012 to 2016, in C$ Millions
HS Code Description 2012 2013 2014 2015 2016 CAGR* 2012–2016
Total exports 398.66 347.28 378.72 469.89 426.95 1.7%
08119011 Frozen wild blueberries 212.15 171.88 192.32 226.85 204.67 −0.9%
08104012 Fresh blueberries 100.06 87.86 98.74 124.58 108.54 2.1%
08119012 Frozen blueberries 76.8 75.06 73.36 94.43 92.25 4.7%
08104011 Fresh wild blueberries 9.64 12.49 14.3 24.04 21.49 22.2%
  • Source: CATSNET, 2017
  • *CAGR- compound annual growth rate
Canada’s Top Blueberry Export Markets from 2012 to 2016, in C$ millions
Country 2012 2013 2014 2015 2016 CAGR* 2012–2016 Market Share
Total exports 397.95 346.88 377.98 469.15 422.4 1.5%  
United States 243.17 232.8 257.28 331.16 290.09 4.5% 68.7%
Japan 38.37 26.52 30.21 33.17 34.51 −2.6% 8.2%
Germany 33.06 24.56 26.15 30.47 28.56 −3.6% 6.8%
Belgium 13.06 6.22 6.96 10.73 10.76 −4.7% 2.5%
Switzerland 2.15 1.05 0.5 11.23 9.14 43.7% 2.2%
China 12.47 13.9 13.92 10.97 8.87 −8.2% 2.1%
France 11.91 11.16 9.2 9.74 8.74 −7.4% 2.1%
Australia 3.51 3.13 4.42 5.2 7.62 21.3% 1.8%
Netherlands 18.05 11.13 14.22 4.83 4.79 −28.2% 1.1%
Poland 0.2 0.84 0.82 2.14 3.88 110.4% 0.9%
  • Source: CATSNET, 2017
  • *CAGR- compound annual growth rate

Blueberries as an ingredient

From 2007 to 2016, 17,548 blueberry-containing products were launched worldwide. During this period, the worldwide usage of blueberries in products grew at an average rate of 17%. Food products containing blueberries made up 74.4% of the products launched, followed by drink products (19.6%), and pet food (6%).

Number of Blueberry-Containing Products Launched in the World, from 2007 to 2016
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Description of above image
Year Number of products
2007 782
2008 855
2009 1,022
2010 1,158
2011 1,227
2012 1,394
2013 2,243
2014 2,758
2015 3,008
2016 3,101

Source: Mintel, 2017

The United States launched the most blueberry products during the 10-year review period with a total of 3,229 products, and 70% of the products launched were in the food category. Canada came in second in terms of blueberry product launches, with a total of 1,439 products, predominantly in the food category. Germany came in third, with 1,027 blueberry products. Throughout the 10-year review period, South Korea, Denmark, Turkey, India, and South Africa saw a significant increase in blueberry-containing products being launched.

Over 66% of the products launched used blueberries as an ingredient. The remaining products used a variation of blueberry-based ingredients, such as blueberry juice (which made up 11.1% of products launched), blueberry juice concentrate (10.7%), and blueberry puree (8.4%).

Blueberry-Containing Products Launched by the Top Five Markets and Category, from 2007 to 2016
Country Food Drinks Pet food Products by Country
Total 13,050 3,444 1,054 17,548
United States 2,274 444 511 3,229
Canada 1,007 213 219 1,439
Germany 769 185 73 1,027
Japan 628 195 39 862
United Kingdom 656 156 23 835
Other 7,716 2,251 189 10,156
Source: Mintel, 2017
Top Five Markets with the Fastest Growing Use of Blueberries in Products Launched, from 2007 to 2016
Country 2007 2011 2016 Total Products 2007–2016 Average Growth Rate
South Korea 2 53 136 639 60%
Denmark 2 10 44 153 41%
Turkey 1 4 15 58 35%
India 3 13 43 214 34%
South Africa 3 17 41 215 34%
Source: Mintel, 2017
Blueberry Ingredients Used in Products Launched, from 2007 to 2016
Ingredient Number of Products
Total 17,548
Blueberries 11,656
Blueberry juice 1,951
Blueberry juice concentrate 1,884
Blueberry puree 1,467
Blueberry flavour 745
Natural blueberry flavour 574
Blueberry powder 547
Bilberries 370
Blueberry extract 222
Blueberry pulp 161
Source: Mintel, 2017

Product launches by category

Food

From January 2007 to December 2016, 13,050 food products containing blueberries were launched. The top food subcategories likely to have blueberries were dairy, snacks, and bakery, desserts and ice cream, and breakfast cereals. The food category saw an average growth rate of 16% in blueberry-containing products launched. The subcategories to see the most significant average growth rate over 20% from 2007 to 2016 were meal and meal centres (34%), baby food, (28%) side dishes (22%), and chocolate confectionery (21%).

Top Food Subcategory for Blueberry-Containing Products Launched, from 2007 to 2016
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Description of above image
Subcategory Per cent
Dairy 29%
Snacks 24%
Bakery 20%
Desserts and ice cream 15%
Sugar and gum confectionery 12%

Source: Mintel, 2017

Top Five Food Subcategories with Blueberry-Containing Products (Dairy), from 2007 to 2016
Subcategory Number of Products
Spoonable yogourt 1,637
Drinking yogourt and liquid cultured milk 605
Soft cheese desserts 137
Plant-based spoonable yogourts (dairy alternatives) 109
Flavoured milk 47
Source: Mintel, 2017
Top Five Food Subcategories with Blueberry-Containing Products (Snacks), from 2007 to 2016
Subcategory Number of Products
Snack/cereal/energy bars 1,012
Fruit snacks 709
Snack mixes 342
Rice snacks 25
Potato snacks 16
Source: Mintel, 2017
Top Five Food Subcategories with Blueberry-Containing Products (Bakery), from 2007 to 2016
Subcategory Number of Products
Cakes, pastries and sweet goods 862
Sweet biscuits/cookies 658
Baking ingredients and mixes 158
Bread and bread products 69
Savoury biscuits/crackers 6
Source: Mintel, 2017
Top Five Food Subcategories with Blueberry-Containing Products (Desserts and ice cream), from 2007 to 2016
Subcategory Number of Products
Dairy-based ice cream and frozen yogourt 580
Chilled desserts 265
Shelf-stable desserts 159
Frozen desserts 133
Water-based ice lollies, pops and sorbets 117
Source: Mintel, 2017
Top Five Food Subcategories with Blueberry-Containing Products (Sugar and gum confectionery), from 2007 to 2016
Subcategory Number of Products
Pastilles, gums, jellies and chews 514
Lollipops 208
Boiled sweets 119
Gum 61
Other sugar confectionery 56
Source: Mintel, 2017

Drink

From January 2007 to December 2016, 3,444 drink products containing blueberries were launched. The top food subcategories likely to have blueberries were juice drinks, hot beverages, and other beverages (for example, meal replacements, beverage concentrate). The drink category saw an average growth rate of 17% in blueberry-containing products launched. The subcategories to see the most significant average growth rate over 20% were carbonated soft drinks (25%) and alcoholic drinks (21%) from 2007 to 2016.

Top Drink Subcategories for Blueberry-Containing Products Launched, from 2007 to 2016
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Description of above image
Subcategory Per cent
Juice drinks 63%
Hot beverages 16%
Other beverages 12%
Alcoholic beverages 5%
RTDs 4%

Source: Mintel, 2017

Top Five Drink Subcategories with Blueberry-Containing Products (Juice drinks), from 2007 to 2016
Subcategory Number of Products
Juice 879
Nectars 613
Fruit/flavoured still drinks 481
Source: Mintel, 2017
Top Five Drink Subcategories with Blueberry-Containing Products (Hot beverages), from 2007 to 2016
Subcategory Number of Products
Tea 478
Malt and other hot beverages 8
Coffee 6
Source: Mintel, 2017
Top Five Drink Subcategories with Blueberry-Containing Products (Other beverages), from 2007 to 2016
Subcategory Number of Products
Meal replacements and other drinks 184
Beverage concentrates 131
Beverage mixes 63
Source: Mintel, 2017
Top Five Drink Subcategories with Blueberry-Containing Products (Alcoholic beverages), from 2007 to 2016
Subcategory Number of Products
Flavoured alcoholic beverages 58
Beer 50
Cider 27
Vodka 10
Liqueur 9
Source: Mintel, 2017
Top Five Drink Subcategories with Blueberry-Containing Products (RTDs), from 2007 to 2016
Subcategory Number of Products
Rtd (iced) tea 120
Rtd (iced) coffee 5
Source: Mintel, 2017

Pet food

From January 2007 to December 2016, 1,054 pet food products containing blueberries were launched. The top food subcategories likely to have blueberries were dry dog food, wet dog food, and dog snacks and treats.

The pet food category posted an average growth rate of 37% from 2006 to 2016. The subcategories to see the most significant average growth rate over 20% from 2007 to 2016 were wet dog food (50%) and dog snacks and treats (48%).

Top Pet Food Subcategories for Blueberry-Containing Products Launched, from 2007 to 2016
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Description of above image
Subcategory Per cent
Dry dog food 40%
Wet dog food 21%
Dog snacks and treats 20%
Dry cat food 14%

Source: Mintel, 2017

Products launched by region

Description of this image follows.
Description of above image
Region Per cent
Europe 40%
North America 27%
Asia Pacific 27%
Latin America 5%
Middle East and Africa 2%

Source: Mintel, 2017

Europe

Of all the regions in the world, Europe saw the most blueberry-containing products launched from 2007 to 2016, with an average growth rate of 18% and 7,023 products launched in total. In 2007, only 288 products containing blueberries were launched, while this number increased to 1,285 products in 2016. Over 83.1% of the products launched in the region were entirely new products, while the remaining were relaunches. Over 50.4% of the blueberry-containing products launched in the region went to Germany, the United Kingdom, France, Finland, and Italy. The top claims for this region were commonly associated with health and wellness and environmentally friendly claims such as no additives/preservatives, organic, and environmentally friendly packaging.

Number of Blueberry-Containing Products in Europe, from 2007 to 2016
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Description of above image
Year Number of products
2007 288
2008 323
2009 394
2010 442
2011 461
2012 557
2013 947
2014 1,019
2015 1,307
2016 1,285

Source: Mintel, 2017

North America

North America is the second-largest region in the world for launches of blueberry-containing products, with an average growth rate of 11% and 4,668 products launched in total. In 2007, 283 products were launched; that increased to 751 in 2016. Over 75.4% of the products launched in North America were entirely new product introductions, while the remaining 24.6% were relaunches. The top claims for this region were kosher, low/no/reduced allergens, no additives/preservatives, and gluten-free.

Number of Blueberry-Containing Products Launched in North America, from 2007 to 2016
Description of this image follows.
Description of above image
Year Number of products
2007 283
2008 284
2009 289
2010 327
2011 320
2012 353
2013 608
2014 796
2015 657
2016 751

Source: Mintel, 2017

Asia Pacific

From 2007 to 2016, 4,481 blueberry-containing products were launched, an average growth rate of 18%. In 2007, 169 products were launched and this increased to 767 in 2016. The majority of the products launched throughout the review period were entirely new products introduced. Japan, China, and South Korea accounted for 51% of the products launched in the region during the review period. The top claims for this region were no additives/preservatives, environmentally friendly packaging, low/no/reduced fat, and low/no/reduced sugar.

Number of Blueberry-Containing Products Launched in Asia Pacific, from 2007 to 2016
Description of this image follows.
Description of above image
Year Number of products
2007 169
2008 201
2009 279
2010 321
2011 353
2012 371
2013 534
2014 724
2015 762
2016 767

Source: Mintel, 2017

Latin America

From 2007 to 2016, 963 products containing blueberries were launched, an average growth rate of 24%. In 2007, there were 31 products launched; this increased to 220 products launched in 2016. Mexico, Brazil, and Argentina received 67.1% of the products launched in the region. The top claims for this region were low/no/reduced allergen, gluten-free, kosher, and no additives/preservatives.

Number of Blueberry-Containing Products Launched in Latin America, from 2007 to 2016
Description of this image follows.
Description of above image
Year Number of products
2007 31
2008 33
2009 39
2010 40
2011 53
2012 78
2013 93
2014 158
2015 218
2016 220

Source: Mintel, 2017

Middle East and Africa

From 2007 to 2016, 413 products containing blueberries were launched in the Middle East and Africa combined, for an average growth rate of 24%. South Africa, Israel, and Egypt accounted for 81% of the products launched in the region, most of which were new product introductions. The common claims used in this region for blueberry-containing products launched were kosher, no additives/preservatives, halal, and environmentally friendly packaging.

Number of Blueberry-Containing Products Launched in the Middle East and Africa, from 2007 to 2016
Description of this image follows.
Description of above image
Year Number of products
2007 11
2008 14
2009 21
2010 28
2011 40
2012 35
2013 61
2014 61
2015 64
2016 78

Source: Mintel, 2017

Products launched by company

From 2007 to 2016, Nestlé launched the most products containing blueberries, with a total of 211 products during the 10-year review period. Most of the products launched were new varieties and range extensions (37%) and new products (32.2%), while the rest were relaunches due to new packaging or new formulations. Nestlé product launches occurred within the sugar and gum confectionery, desserts and ice cream, and baby food subcategories. Over 84% of the company’s product launches occurred in Europe (107 products) and in the Asia Pacific region (71 products).

Danone is the second-largest company to launch the most blueberry-containing products, with a total of 204 products in the 10-year review period. Most of the products launched by the company were new varieties / range extensions (78) and new product introductions (64). Danone launched most of these products in Europe (143), North America (32), and Latin America (29).

Kellogg was the third-largest company to launch the most products containing blueberries, with a total of 203 products during the review period. Most of the products launched were relaunches based on new packaging (78), new products (51), and new varieties / range extensions (47). Kellogg launched most of its products in North America (95 products), primarily in the United States, followed by Europe (41 products) and the Asia Pacific region (32 products).

The companies that saw an ongoing increase in products using blueberries in the most recent years of the review period were Lidl, Woolworths, Hero, Yoplait, and Costco Wholesale.

Top 10 Companies in the World to Launch Blueberry-Containing Products, from 2007 to 2016
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Description of above image
Company Number of products
Nestlé 211
Danone 204
Kellogg 203
Lidl 185
Aldi 179
Unilever 162
General Mills 139
Chupa Chups 137
Blue Buffalo 111
Jelly Belly Candy 109

Source: Mintel, 2017

List of Companies Launching Blueberry-Containing Products by Region (Europe), from 2007 to 2016
Company Number of Products
Lidl 184
Danone 143
Unilever 123
Nestlé 107
Tesco 103
Source: Mintel, 2017
List of Companies Launching Blueberry-Containing Products by Region (North America), from 2007 to 2016
Company Number of Products
Blue Buffalo 110
Kellogg 95
General Mills 86
Loblaws 76
Aldi 72
Source: Mintel, 2017
List of Companies Launching Blueberry-Containing Products by Region (Asia Pacific), from 2007 to 2016
Company Number of Products
Meiji 87
Nestlé 71
Aeon 47
Ohayo Dairy Products 43
Perfetti Van Melle 39
Source: Mintel, 2017
List of Companies Launching Blueberry-Containing Products by Region (Latin America), from 2007 to 2016
Company Number of Products
Kellogg 29
Supermercados Internacionales H-E-B 17
Danone 16
PepsiCo 14
Wal-Mart 14
Source: Mintel, 2017
List of Companies Launching Blueberry-Containing Products by Region (Middle East and Africa), from 2007 to 2016
Company Number of Products
Woolworths 49
Chupa Chups 13
Pick n Pay 11
Nestlé 10
Shoprite Checkers 9
Source: Mintel, 2017
List of Companies Launching Products Containing Other Berries, from 2007 to 2016
Company Number of Products
Lidl 1,478
Danone 1,409
Nestlé 1,229
Aldi 1,089
Kellogg 1,017
Tesco 901
Marks and Spencer 856
Unilever 844
Perfetti Van Melle 498
Meiji 435
Woolworths 426
Kraft Foods 424
Asda 400
Wal-Mart 392
General Mills 379
Waitrose 340
Lindt and Sprüngli 329
Ocean Spray 325
Carrefour – CMI 302
Mondelez 283
Source: Mintel, 2017

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Resources

Commodity Innovation Series - Blueberries in Food, Drink, and Pet Food - Global Analysis Report

Prepared by: Ranna Bernard, Market Analyst

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represented by the Minister of Agriculture and Agri-Food (2016).

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