In the past 10 years, consumers’ appetites for blueberries in the U.S. has grown significantly, according to the U.S. Highbush Blueberry Council, Folsom, CA. The organization reported that the per capita consumption of blueberries is increasing annually, with a growing number of blueberry-based products entering the marketplace each month.  
 
This increased demand has spurred production in recent years, with the North American highbush blueberry harvest reaching 640.1 million pounds (290,344 metric tons) in 2013, up from 559.4 million pounds (253,740 metric tons) from 2012.
 

Budding Interest
What’s driving this impressive growth? USHBC suggested that links to antioxidant content and fiber are propelling consumer interest in the category. The nutrient-packed berries are also low in calories and are a source ofvitamin C and potassium. 
 
Tom Payne, industry consultant for USHBC, cited consumer interest in simple, naturally nutritious ingredients. “One ongoing trend—the emphasis on getting one’s nutrients from real foods and ingredients—bodes well for the blueberry market with predicted increased product development in many areas. Blueberries have always been popular because of their natural deliciousness, but their popularity has soared with the advent of antioxidant awareness.”
 
The berry’s perception as an easy, nutritious snack that is naturally beneficial for health has boosted sales of both frozen and fresh blueberries. Additionally, USHBC referenced market research that found 88.8% of consumers would pay 50 cents or more for products featuring real blueberries. In addition, focus groups identified that they would pay 15-25% more for products with real blueberries (Hebert Research, Inc., 2008).
 
A relatively easy-to-formulate ingredient, USHBC said blueberries are an added-value ingredient in a variety of product categories, ranging from snack and bakery items to beverages, cereals and dairy.
 
The organization reported that in North America alone there were around 1,000 new blueberry-based products introduced in 2013, most of which were marketed by promoting their blueberry content with images and health claim information visible on product packaging.
 

Internationally, there were 3,100 new blueberry-containing products, with launches across Asia, Europe and Latin America.
 
Mr. Payne pointed to growing interest in East Asia, where “health oriented consumers are familiar with all sorts of blueberry-containing products at the pharmacy, including blueberry powders, juices, concentrate and biscuits as well as supplements containing real blueberry. Many are associated with antioxidants and eyesight improvement, and have clever names like ‘Blue Eyes.’”
 
Who’s Buying?
Among key demographics driving growth of the blueberry market are Baby Boomers. The USHBC cited interest in low-fat, low-sodium offerings that are high in fiber and antioxidants. The berry’s connection to benefits for memory, balance and anti-aging in particular make it a popular ingredient with Boomers. Blueberries also benefit from its familiarity among aging consumers, as opposed to more exotic superfruits that may fall outside their comfort zone.
 
Millennials are also interested in blueberries, and are drawn to the berry’s association with safety, reliability and natural health, according to USHBC.
 
Mr. Payne noted that a large part of the blueberry’s success is its wide appeal to a diverse audience. “Other emerging groups showing an interest in blueberries include just about everyone, including the family pet!” he said.
 
Scientifically Validated
The potent phytochemicals in blueberries offer a host of health benefits, research suggests, including the prevention of cancer, heart disease and more common ailments like urinary tract infections. Mr. Payne noted, ”blueberry-related scientific studies ranging from antioxidants, anti-aging and cancer, eyesight, brain function, diabetes and other topics are constantly being added to the USHBC Health Research Library and Database.” The studies provide evidence linking blueberries to a wide range of indication areas, including “women’s health, aging issues, bone, brain, eye, liver and skin health, diabetes, obesity, urinary tract, cancer and even beauty from within and human-grade pet food.”
 
USHBC referenced research that found older laboratory animals consuming blueberry-supplemented diets were shown to have measurable improvements in memory, coordination and balance. The organization also referenced research linking blueberries to neuron regeneration in older animals.
 
A 2015 study published in the Journal of the Academy of Nutrition and Dietetics reinforced blueberry’s benefits for blood pressure. A randomized, double-blind, placebo-controlled study conducted at Florida State University examined 40 postmenopausal women ages 45 to 65 with high blood pressure. Half of the subjects consumed 22 grams of freeze-dried blueberry powder (equivalent to a cup of blueberries) for eight weeks, compared to the placebo group. The women who consumed the blueberry powder had an average 5.1% decrease in systolic blood pressure, as well as a 6.3% decrease in diastolic blood pressure. Researchers also found that levels of nitric oxide significantly increased in the blueberry group. Nitric oxide supports the expansion and relaxation of blood vessels.
 
“These findings are significant because they demonstrate how a natural food can be a factor in controlling a widespread health concern,” commented Mr. Payne.