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Has the European Soft Fruit Market Reached Its Peak?

From growth to maturity – what’s next for the European berry industry?

After years of rapid growth in blueberries, raspberries, and strawberries, is the European market becoming saturated? Or is it simply entering a new phase? Over the past decade, the European soft fruit market has become one of the most dynamic segments in the agri-food sector. Consumers have embraced berries – both fresh and processed – driven by health trends, plant-based lifestyles, and export opportunities to Asia and the Middle East.

But in 2024, clear signs of market maturity have emerged:

Retail prices have stabilized or even dropped in key European markets.

Production seasons now overlap, increasing supply pressure due to imports and local harvests.

Costs of production keep rising (labor, logistics, certification), while supermarkets demand lower prices.

Does that mean growth is over? Not quite. The opportunities are evolving:

Premium niches – organic, wild-harvested, regional varieties.

New product formats – freeze-dried, dried, smoothies, functional snacks.

B2B markets – foodservice, industrial buyers, nutraceuticals.

Smart producers and suppliers are turning toward diversification – new export markets, private label production, and processing partnerships.

Conclusion:
The berry market in Europe is not saturated, but it is transforming. Those who adapt, specialize, and innovate will thrive in this new chapter.