Consumption of blueberries in Poland is growing, with an increase of 8% per year. Already 80% of Poles eat blueberries, including more than 8 million who consume more than a kilogram per year. 8% think that we should promote our blueberries abroad as a showpiece of Polish agriculture. Blueberries have also become synonymous with health in Poland and are perceived as a superfood.
As a Polish superfood, it is the showpiece of the berry range. Blueberries have conquered the rankings of the healthiest fruits and are the favourite fruit of Polish nutritionists. Which is the seventh benefit? Blueberries for the dessert market are hand-picked in Poland, so they have a light blue waxy coating, which is a natural protective barrier, testifies to the highest quality and looks beautiful. Eighth? According to Kantar research, blueberries are among the most attractive species on any shop shelf.
Since 2020, blueberries have been the leader in consumption growth. A systematic survey of more than 20 of the most popular species was launched as part of the National Fruit and Vegetable Consumption Survey in December 2019. Since then, monthly monitoring of consumption has been carried out.
The research is carried out by Kantar Public, as part of the project ‘Core Team – promotion of fruit and vegetable consumption and sector cooperation forum, 2nd edition’. The results are available to the public. They are always published on the last Thursday of the month.
Blueberries grow by 8% per year
In June 2020, 22% of Poles ate blueberries, in June 2021 already 30%, in June this year, 37% of the population, i.e., 12 million people. Blueberry consumption is growing steadily by nearly 8% per year.
The recurrence is noteworthy. The number of consumers in July, which is the beginning of the season, in the August peak, often called the ‘top’, is growing, and it is also growing in September. Each season raises the base, and the starting point for the next season is higher. As mentioned by around 8%.
Last month alone, 2.3 million consumers came to blueberry
In June 2020, 7.1 million people ate blueberries – that’s 22% of the population, and in June 2021, already 30%, in June this year, 37% of the population – that’s 12 million people. This is a figure that already gives blueberries the number 2 position among berries in June. This is a good prognosis before the season begins. June is the month before the season proper. The June data show how many Poles are prepared to open their markets to Polish fruit.
Blueberries gain the most consumers
From June 2021 to June this year, the number of blueberry consumers increased by 2.3 million. A similar result can only be – the biggest discovery of this year – blue-berried honeysuckle.
On a 2-year basis, the number of blueberry consumers increased by 2/3 (68% to be precise). Since June 2020, the increase has reached 4.9 million people. This is the best result among all the most popular species.
All the aforementioned figures refer to the population of adult Poles, people aged 15 and over. In the case of blueberries, where children are significant consumers, the real figures are higher.
Blueberries have been our second export fruit for years. However, more and more blueberries are staying in Poland. This pleases growers and is constantly being promoted.
Blueberries are a favourite fruit of nutritionists
The qualities of blueberries are promoted in Poland by nutritionists and health experts, just as they are throughout the European Union. In our country, for example, not only nutritionists and representatives of the Ministry of Agriculture but also scientists from the National Centre of Nutrition Education and the Chief Sanitary Inspectorate have been encouraging consumers to eat blueberries and other berries for years.
Blueberries have also become synonymous with health in Poland and are seen as a superfood. It is seen as a Polish superfruit and a mainstay of the country’s berry offering. Blueberry has conquered the rankings of the healthiest fruits and has also become the favourite fruit of nutritionists in Poland.
The blueberry won the title of “World’s best fruit 2020 according to Polish nutritionists”. The title was awarded by Poland’s largest portal for professional nutritionists – Dietetycy.org.pl. In a six-stage plebiscite, nutritionists evaluated a total of 48 different species.
Polish blueberries are picked by hand
“Blueberries for the dessert market are hand-picked in Poland. They are gently knocked off with the thumb into the palm, holding no more than a few fruits at a time. That is why Polish blueberries have a light blue waxy coating, which is a natural protective barrier produced by the plant, but also looks beautiful and testifies to the highest quality. I think this is why consumers find them to be some of the most visually appealing Polish fruit. And because, in this case, beauty goes hand in hand with health, it is worth eating Polish blueberries throughout the domestic season, from July to September,” says Dominika Kozarzewska, member of the Board of the Foundation for the Promotion of Polish Blueberries and coordinator of the work of the Blueberry Core Team.
Blueberries look beautiful and sell themselves
According to a Kantar survey, blueberries are among the most attractive species on the shelf.
In June, the Poles were asked about the visual appeal of more than 20 species. On the podium was the blueberry. As many as 27% of Poles find blueberries the most appealing species to eat (8.7 million).
Blueberries are synonymous with health
“Consumers are increasingly aware of the unique health benefits of blueberries and the entire group of berries, the so-called Polish superfruits. Blueberries have conquered the world rankings of the healthiest fruits. They support brain function and our immunity, and since the season is a bit late this year, it is worth putting them in every school backpack as early as 2 September. Now is also a good time to freeze blueberries. They are at their ripest and cheapest. There are also an increasing number of preserves from this year’s harvest. Processors have noticed the growing popularity. Thanks to them, we will be able to enjoy blueberries grown in Poland all year round,” Kozarzewska stresses.
“The growth and successive records of blueberry consumption in Poland fill us with optimism. Nowadays, blueberry is a commodity available on shelves all year round, displayed in a prominent position, often right at the entrance to the shop. Nevertheless, it is the Polish one that is most eagerly awaited. There is a growing awareness among consumers and retail chain buyers. Since 1 July – Polish Blueberry Day – the number of enquiries for ‘Polish blueberries’ has been increasing year on year. This is a measure of the maturity of the market. We are all waiting, consumers, producers, and retailers. Mid-July is already the universal availability of these wonderful blue balls,” Sandra Stefaniak-Syguła of Berrytrade comments on the matter.
“The industry is committed to getting the best quality goods onto shop shelves. The goal of all market players is a satisfied consumer who will come back for more. This is why the consumption of blueberries in Poland is growing. Added to this is the consistency and inventiveness of promotion. I would like the best gift for all occasions in the summer season – family barbecues, name days – to be the as big package of delicious, fresh Polish blueberries as possible,” adds Sandra Stefaniak-Syguła.
Time for Polish superfruits
The blueberry has many commercial strengths and advantages, but its cultivation is invariably very demanding. Poles are discovering blueberries with great curiosity; they increasingly know that it takes 5-6 years from planting to the first harvest. They get to know the blueberry farmer; they get to know how it is grown. How quickly the next generation of Polish growers learned to benefit from the experience of the pioneers and the knowledge of the experts. Summer is the time when you can get to know the plantations personally. Self-harvesting, the so-called blueberry picking, will be organised all over Poland. Summer is the time for Polish superfruits.