Although the consumption of fresh fruit has shown a 2 percent decline in the past five years, berry consumption has bucked the trend and shown increases among demographic groups studied by the fresh fruit industry.

“We are definitely seeing increased demand and consumption of berries with consumers,” said Kayla Oberman, director of marketing for Naturipe Berry Growers Inc. “Growers such as ourselves have invested a lot of effort and research in order to ensure we are offering our customers, and consumers alike, the best quality and tasting berries possible.”

She referenced a report written by IRI/FreshLook Marketing, Multi-Outlet for the 52 weeks ending March 22, which provided some insights into current trends. “Blueberries saw an increase in both dollars (7.3 percent) and pounds (8.6 percent) compared to one year ago,” she told The Produce News. “Strawberries account for half of the total berry dollar sales in the Total U.S. [category]. Strawberries saw a 3.9 percent increase in dollars and (1.6 percent for) pounds compared to one year ago.”

The 2015 State of the Plate report issued by the Produce for Better Health Foundation provided a detailed description of consumer eating trends. “PBH commissioned consumer research through The NPD Group to use its National Eating Trends database for the year ending May 2014 to examine current consumption of fruit and vegetables in the United States, including consumption levels by age, gender, life cycle, health segmentation, meal occasion and form,” the executive summary states. “The research also estimates trends in future consumption and identifies items that should be considered moving forward to help increase consumption.”

The report stated that in 2014 83 percent of fruit, excluding juice, was eaten “as is.”

According to the report, fruit consumption continues to enjoy gains during breakfast, which is seen as a health-related meal. “Berries and bananas have gained favor throughout the day, probably due to their versatility for consumption ‘as is’ and as a topping for cereal or yogurt, or as an ingredient to a smoothie or hot cereal,” the report noted. “Fruit also is one of the top two snacks consumed and is growing, especially at the morning snack occasion due in part to American’s greater acceptance of snacking.”

Consumption demographics are shifting, and the report provided some insights. “Children of all ages are consuming more fruit ‘as is’ and with increases at all meal occasions,” the report states. “Berries, bananas, apples and oranges are driving this increase. Adults ages 18-44 are eating more fruit at breakfast, particularly berries and bananas. Working women households and traditional families with stay-at-home moms have shown sizable increases in fruit consumption over the past five years. African Americans, Hispanics and those in the West, North, Central, Mountain and Pacific are eating more fruit as well as households with annual incomes of either $20,000-$40,000 or of $60,000 or more.”

According to the report, consumers ages 18-44 consumed the same amount of fruit in 2014 as in 2009, though more was consumed as fresh fruit, particularly at breakfast. Core consumers age 45 and older are consuming less fruit. This shift, the report indicated, may be attributed to changes in meal planning.

Adults ages 65 and older consumed “81 more fruit eatings annually versus the average person.” Berries were the second-most-consumed fruit for this age group.

The largest declines in fruit consumption were noted as occurring in the categories Natural Health Embracers and Health Strugglers. Despite the overall decline in consumption of fresh fruits and vegetables, the report states that both groups are showing increases in berry consumption.