China’s consumers go bananas for blueberries even as broader sentiment lags

While China’s economy has faced challenges in recent years, certain sectors have defied the odds and flourished. Among them is the fruit industry, where demand for blueberries – the tangy, nutrient-rich crop often marketed as a “superfruit” – has surged.

Though not traditionally a blueberry-growing country, China has surpassed the US as the world’s largest producer of the fruit, with blueberries planted in 26 of China’s 34 provinces according to the US Department of Agriculture (USDA)

At the same time, the volume of imported blueberries – perceived to be of higher quality and consequently sold at a steeper price – has also seen an increase of 94.3 per cent from 2019 to 2022. Domestic demand for the fruit has surged by around 200 per cent over the past five years, according to Zhiyan Consulting.

With their relatively high cost and oft-touted health benefits, blueberries are primarily favoured by middle-class consumers.

“Especially in the context of consumption downgrading, middle-class consumers are more inclined to seek a sense of ritual and satisfaction through premium fruits,” Wang said.