Americans are nearly twice as likely to buy blueberries now as nine years ago, Hebert Research found in its recent survey of 3,765 primary household shoppers.
“We do these surveys every five years to make sure we’re moving the needle, and this one shows an excellent return on our investment,” said John Shelford, a member of the council’s promotion committee. “We went from 39 percent awareness of health benefits in 2004 to 84 percent today, more than doubling awareness in 10 years. That’s remarkable.”
As in 2008, the typical blueberry consumer in 2013 was upscale, well educated and white — but more likely to be from a minority. Consumers, primarily ages 46 to 65 in 2008, have grown more likely to be 35 to 44.
“We really have been focusing our efforts on developing the future generation,” Shelford said. “In terms of market channel, fresh has a preference with customers. We work hard to bring fresh to them, but it’s challenging given the labor situation. The industry has a number of ready-to-eat providers today thanks to new sorting methods, so the consumer can have that fruit before it’s frozen.”
Shoppers are now likely to buy blueberries based solely on health benefits, the survey found.
Asked what they like most about the fruit, consumers cited health (84%), taste (81%), convenience (61%) and versatility (44%), among other attributes.
Nutritional benefits were widely acknowledged. For example,, 99 % believe blueberries are a healthy food.