Shopper Matters: Growing Blueberry Demand for Independent Shoppers

Blueberries may be a staple in the produce department, but as the latest episode of Shopper Matters makes clear, they are anything but simple. In a wide-ranging conversation, IGA VP Brand Development and Host Michael La Kier spoke with U.S. Highbush Blueberry Council (USHBC) VP Global Marketing and Communications Kevin Hamilton about how the category is evolving and what that means for independent retailers and wholesalers.

From shopper behavior and consumption occasions to emotional marketing and omni-channel activation, the discussion offered practical insights that IGA members can put to work right away. Watch the episode below, listen on your favorite podcast platform, or keep reading for highlights.

From Commodity to Category Brand

One of the central themes of the conversation was the shift from viewing blueberries as a pure commodity to marketing them more like a brand-driven category.

Hamilton, who brings decades of experience from CPG leaders like Coca-Cola, Procter & Gamble, and Clorox, explained that the challenge isn’t whether blueberries are healthy, since shoppers already know that.

“If winning over consumer minds as it pertains to health perception is a war, blueberries have won the war,” Hamilton said. “We have data on data on data that shows blueberries are absolutely known for the health message.”

The opportunity now is to build emotional connection and expand usage, much like what has been done successfully in other produce categories.

Why Frequency Matters More Than Penetration

For retailers, one of the most important insights shared was where future growth will come from. Blueberries already reach roughly 50-55% household penetration nationwide, according to Hamilton. 

“The challenge is getting them to buy it more. That’s really the issue that the data is showing me,” he said.

This is encouraging news for independents, because blueberries also deliver strong basket impact.

“We double up the basket size when blueberries are in it,” Hamilton noted, pointing to the fruit’s complementary role with other fresh foods.

For IGA retailers, that means blueberries aren’t just a destination item; they’re a basket builder.

Expanding Consumption Beyond Breakfast

Another key finding: blueberries are still largely seen as a morning-only food.

USHBC research shows most blueberry consumption happens before noon, leaving significant white space later in the day.

Hamilton compared the opportunity to what happened with avocados. “Now we talk about avocado usage throughout the day: avocado toast in the morning, salads at lunch, guacamole at night. That’s the opportunity for blueberries as well.”

For retailers, this opens the door to:

• Cross-merchandising blueberries with snacks, desserts, and dinner solutions
• Promoting blueberries as a better-for-you snacking option
• Highlighting usage ideas beyond cereal and smoothies

Why Emotion Drives the Next Phase of Growth

While health remains foundational, Hamilton emphasized that emotion is what drives value growth.

“Food is not medicine. It’s food first,” he said. “People want to enjoy their food.”

USHBC insights revealed that blueberries are often perceived as reliable and functional, while other berries score higher on excitement and emotion. That insight directly led to the council’s new campaign, “Blueberries. GO BIG," with the goal to reposition blueberries as vibrant, craveable, and relevant across more occasions, not just “good for you.”

What Works Best at Retail: Omni-Channel Activation

For IGA members, one of the most actionable takeaways centered on how to activate blueberries more effectively.

“When we have an omni-channel approach to promotions with our retail partners, we see higher and better results. Period,” Hamilton stressed.

That means pairing:

• In-store displays and secondary placements
• Digital ads and online circulars
• Pre-shop inspiration and post-shop engagement

As La Kier noted, it’s about influencing the point of inspiration, not just the point of transaction.

Innovation Is Part of the Produce Playbook

The conversation also touched on the Blueberry Boost Accelerator, an initiative designed to drive innovation in ingredients, formats, and usage.

While blueberries may not traditionally be associated with startups, Hamilton sees innovation as essential to expanding relevance, especially in snacking, foodservice, and natural foods.

For independents, these efforts signal more opportunities ahead for new products, new formats, and new ways to merchandise the category.

Key Takeaways for IGA Retailers & Wholesalers

• Drive frequency, not just penetration
  Most households already buy blueberries—focus on getting them to buy more often.
  
  
• Merchandise beyond breakfast
  Promote blueberries for snacking, desserts, and everyday meals.
  
  
• Lean into emotion
  Health is table stakes; enjoyment and versatility build value.
  
  
• Go omni-channel
  Combine in-store displays with digital and online activation for stronger results.
  
  
• Think collaboration
  Partnerships between retailers, wholesalers, and category organizations unlock growth.

Blueberries are already a strong performer in the produce department, but as this Shopper Matters episode made clear, the next phase of growth will come from rethinking how, when, and why shoppers engage with the category.

For IGA members, that’s an opportunity to turn a familiar item into an even more powerful driver of trips, baskets, and shopper loyalty.