For the first time last year, individual blueberry sales topped £1m a year at Sainsbury, Tesco and M&S, according to TNS Worldpanel.
The chains have an estimated 26%, 24% and 21% of a flourishing market for fresh blueberries, respectively.
English grower David Trehane, of Dorset Blueberry Company, estimates that the market could expand by 60% a year until 2015, when the UK would need more than 91,000kg of fruit.
While the UK’s share grows, it is still a niche producer, with the main sourcing in established countries such as Chile, Spain, France, Germany and Poland, giving year-round continuity.