A historic trade mission of Moroccan exporters to Singapore and Malaysia, organized by FAO, EBRD, and Morocco Foodex from April 21-25, 2025, facilitated meetings with over 25 leading importers and allowed participants to assess wholesale markets and supermarket shelves in these countries. As blueberries were a key focus of the mission, this article examines the current dynamics of Singapore’s blueberry market and Morocco’s competitive standing, tailored for the professional fresh produce trade audience, highlighting EastFruit.
Blueberries: Singapore’s Fastest-Growing Produce Category
Industry stakeholders unanimously report that blueberries are the fastest-growing fruit and vegetable category in Singapore. “In 2024, blueberries surpassed strawberries to become Singapore’s top imported berry by value,” says Andriy Yarmak, Economist at the Investment Centre of the Food and Agriculture Organization (FAO). “Blueberry imports have grown at an average annual rate of 18%, with growth accelerating recently.”
This surge contrasts with the stagnation of Singapore’s overall fruit and vegetable imports, which have grown at just 2% annually in U.S. dollar terms — below the average U.S. dollar inflation rate. As a result, blueberries have climbed into Singapore’s top five imported produce items, overtaking oranges and closing in on apples. Several factors drive this growth:
- Health and convenience trends: Blueberries align with the rising demand for healthy, portable snacks as alternatives to less nutritious options.
- Improved quality and availability: Global supply chains now deliver consistently high-quality blueberries year-round with minimal price volatility.
- Global supply expansion: Increased production from diverse origins ensures steady supply.
Shifting Supply Dynamics: China, Zimbabwe, and South Africa Surge
Singapore’s blueberry market has seen a dramatic shift in supplier dynamics. South Africa has emerged as the leading exporter by volume, while the United States, the market leader in 2020, dropped to ninth place by 2024. Notably, three countries—China, Zimbabwe, and South Africa—have significantly expanded their presence:
- China: Increased blueberry exports to Singapore by over 23 times from 2020 to 2024.
- Zimbabwe: Expanded shipments 15-fold over the same period.
- South Africa: Tripled its exports, securing the top spot.
These countries have displaced traditional suppliers like the United States, Chile, and Spain, whose exports have declined. Peru, the global blueberry export leader, doubled its shipments to Singapore, securing second place, while Morocco also doubled its exports, ranking sixth behind South Africa, Peru, China, Australia, and Zimbabwe. Morocco’s market share in Singapore’s blueberry imports grew modestly from 8% to 9% over this period.
Morocco’s Competitive Edge and Opportunities
Despite the rapid rise of China, Zimbabwe, South Africa, and Peru, importers believe Morocco retains strong potential to expand its blueberry exports to Singapore. Key advantages include:
- Seasonal niche: Morocco’s supply window complements those of other major exporters, enabling year-round market coverage.
- Quality reputation: Moroccan blueberries are well-regarded for their quality, a critical factor in Singapore’s discerning market.
An emerging opportunity lies in sea freight shipments, which have already shown promise as Singapore’s market absorbs larger volumes. However, importers express concerns about the 25-27-day transit time, as Singaporean consumers demand firm, juicy, crisp, and sweet blueberries. Soft or less sweet berries are unlikely to sell.
Challenges: Rising Price Competition
Importers highlight intensifying price competition, driven by China’s aggressive expansion and the entry of new suppliers like Turkey and India. This trend signals further downward pressure on prices, challenging all suppliers to maintain profitability while meeting Singapore’s stringent quality expectations.
Conclusion
Morocco’s blueberry exporters are well-positioned to capitalize on Singapore’s booming demand, leveraging their seasonal advantage and strong quality reputation. However, success will hinge on addressing logistical challenges, particularly for sea freight, and navigating an increasingly competitive pricing landscape. As new players enter the market, Moroccan exporters must focus on differentiation through quality and reliability to strengthen their foothold in this dynamic market.
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