Chilean cherries face a new challenge: winning over a more demanding Chinese consumer

The Chinese market no longer buys cherries only as gifts. Today, consumers prioritize flavor, firmness and food safety, forcing the sector to raise its standards.

The Chilean cherry industry is going through a phase of transformation, marked by sustained growth in exports and changes in the preferences of its main destination market: China.

This was explained by Claudia Soler, executive director of the Cherry Committee of Frutas de Chile, during the fourth edition of CherryTech 2026, the sector’s leading technical event, held in front of more than 1,600 industry representatives.

In her presentation, Soler emphasized that the significant growth recorded in recent years is forcing the various players in the export supply chain to focus on quality, coordination and the final consumer experience.

Industry

According to what was explained, the Chilean industry has reached a level of maturity that requires a new approach to commercial and production challenges.

“We are at a stage in which the industry has reached a certain level of maturity and, precisely for this reason, we must face this new phase in a different way. Adjustments are needed across the different links of the supply chain in order to resume growth,” the executive stated.

Over the past five years, Chilean exports of cherries have grown by around 250%, reaching a record volume of 569,000 tons in the most recent season, equivalent to approximately 115 million boxes.

China remains the main destination, accounting for 87% of shipments, although this percentage represents the lowest share recorded by the Asian giant in the past eight years. At the same time, alternative markets grew by 26%, reflecting the diversification efforts promoted by the sector.

China: a more sophisticated and demanding consumer

One of the main changes identified by the Cherry Committee concerns the evolution of the Chinese consumer. While until a few years ago the fruit was purchased mainly as a gift associated with holidays and celebrations, today its consumption responds to very different motivations.

Studies carried out by the organization indicate that 79% of consumers buy cherries for daily consumption, while 39% do so as a form of personal gratification. This new scenario opens up growth opportunities, but also increases demands on the export industry.

“Today the consumer is much more attentive to quality, freshness, food safety and health benefits. In addition, consumers are much more digitally connected, so any quality or safety problem spreads very quickly,” Soler warned.

The executive stressed that attributes such as freshness, firmness and flavor are decisive in the purchasing decision and, above all, in repeat purchases. In this context, a poor experience can significantly affect demand throughout the entire season.

Quality, a key factor in sustaining growth

The latest campaign highlighted the importance of these factors. According to details provided by Soler, around 50% of Chinese retailers withdrew the cherry category two weeks before the end of the season due to issues related to the condition of the fruit.

Similarly, complaint rates on e-commerce platforms reached 5% toward the end of January, generating a direct impact on sales and on consumer perception.

“When the quality and condition of our fruit are not adequate, we lose sales opportunities and value for the entire industry,” she stated.

However, the executive director pointed out that the market is beginning to distinguish more clearly between different quality levels, rewarding fruit capable of meeting consumer expectations with better prices.

Standards

Faced with this scenario, the Cherry Committee is promoting minimum standards related to firmness and soluble solids, considered key factors in ensuring a satisfactory consumption experience.

In addition, the organization is working on the development of a certified premium brand, which will establish specific requirements for its use and make it possible to distinguish superior quality fruit.

“Every time we export a cherry, we are not only exporting a product, but also Chile’s reputation as a producer of fresh fruit. We all build this reputation together,” Soler emphasized.

Market diversification and strengthening demand

At the same time, the sector continues to strengthen its promotional activities both in China and in other strategic markets, including South Korea, the United States, Brazil and India.

Thanks to the marketing campaigns developed during the latest season, the number of consumers of Chilean cherries in China reached 150 million people, also adding seven million new consumers.

The executive also highlighted the growing role of supermarkets, retail chains and e-commerce platforms, channels that currently account for around 50% of cherry sales in China.

Looking ahead to the next season, the strategy will focus on stimulating daily consumption, communicating the fruit’s nutritional benefits and consolidating the reputation of the Chilean cherry in an increasingly competitive and demanding market.

CherryTech 2026, considered the leading technical event of the Chilean cherry-growing industry, was organized by Smartcherry and Yentzen Group, bringing together producers, exporters, consultants and companies connected to one of the country’s most dynamic fruit-growing activities.

Source: Mas Produccion, Fruit Portal with contributions from the +P editorial team

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