Vaccinium Myrtillus Market Report: Trends, Forecast and Competitive Analysis to 2031

Vaccinium Myrtillus Market Trends and Forecast

The future of the global vaccinium myrtillus market looks promising with opportunities in the food, bakery product, pharmaceutical, cosmetic, and personal care markets. The global vaccinium myrtillus market is expected to grow with a CAGR of 6.9% from 2025 to 2031. The major drivers for this market are the increase in bilberry supplement usage, the rising trend of clean-label & plant-based diet fuel, and the growing popularity in cosmetic formulation.

• Lucintel forecasts that, within the product type category, fruit extract is expected to witness higher growth over the forecast period.
• Within the application category, pharmaceutical is expected to witness the highest growth.
• In terms of region, Europe is expected to witness the highest growth over the forecast period.

Gain valuable insights for your business decisions with our comprehensive 150+ page report. Sample figures with some insights are shown below.

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Emerging Trends in the Vaccinium Myrtillus Market

The Vaccinium Myrtillus market is evolving in response to shifting consumer preferences and scientific advancements. Several transformative trends are shaping how bilberry is cultivated, processed, and marketed across diverse regions. These trends highlight the increasing integration of bilberry in preventive health strategies, clean-label product development, and advanced extraction technologies. Industry players are also emphasizing sustainability, traceability, and research-driven applications. The following five trends underscore the dynamic trajectory of the global Vaccinium Myrtillus market and reflect its future potential across health, wellness, and industrial domains.

• Expansion in Functional Foods and Beverages: Bilberry is increasingly used in functional snacks, fortified drinks, and herbal teas due to its antioxidant profile. Manufacturers are creating bilberry-infused products that support vision, immunity, and cardiovascular health. These products cater to rising demand for health-focused, convenient options. Companies are investing in bilberry juices, smoothies, and sports drinks aimed at the fitness and wellness segment. This trend is driven by younger consumers seeking preventive nutrition and clean ingredients. The integration of bilberry into everyday diets is broadening its consumer base, accelerating growth beyond traditional supplement formats.
• Rise in Cosmeceutical and Skincare Applications: The anti-inflammatory and antioxidant properties of bilberry are making it a popular ingredient in skincare products, including serums, eye creams, and face masks. Beauty brands are leveraging its natural benefits for anti-aging and skin protection against environmental stressors. In Asia and Europe, the clean beauty movement is driving demand for bilberry-based formulations with organic and non-GMO claims. The multifunctional profile of bilberry is fostering innovation in the cosmetics industry, expanding its appeal beyond health supplements and into holistic wellness offerings.
• Technological Advancements in Extraction Processes: Advanced extraction techniques such as supercritical CO2 and ultrasonic extraction are enabling higher purity and bioavailability in bilberry-based ingredients. These technologies are being adopted by pharmaceutical and nutraceutical companies to ensure consistency and efficacy in final products. Improved extraction methods also allow for the development of standardized bilberry supplements, meeting regulatory requirements in key markets. Enhanced processing technologies are making bilberry more viable for use in high-quality medical and food-grade applications, adding value across the supply chain.
• Growing Popularity in Preventive Healthcare: Consumers are increasingly turning to bilberry supplements to prevent chronic conditions like diabetes, hypertension, and macular degeneration. The shift toward proactive health management is boosting demand for bilberry in dietary regimens. Aging populations in Japan, Germany, and the United States are key drivers of this trend. As preventive healthcare gains traction, healthcare professionals and pharmacies are endorsing natural solutions such as bilberry, contributing to market credibility and consumer trust. This trend supports the integration of bilberry into regular health maintenance routines.
• Emphasis on Sustainable and Ethical Sourcing: Sustainability is becoming a core focus for bilberry producers and distributors. Companies are prioritizing wild harvesting under ethical guidelines and working with local communities to ensure biodiversity preservation. Certification programs like organic, Fair Trade, and Rainforest Alliance are gaining popularity. Transparent supply chains and traceability from forest to shelf are becoming key marketing differentiators. Ethical sourcing not only enhances brand reputation but also aligns with the environmental and social values of conscious consumers, particularly in developed markets.

These emerging trends are reshaping the Vaccinium Myrtillus market by diversifying its application spectrum and reinforcing its value as a health-promoting superfruit. As consumer demand shifts toward transparency, functionality, and sustainability, bilberry’s relevance in food, pharma, and beauty segments continues to rise. Innovations in processing, formulation, and ethical sourcing are positioning the market for robust future growth. Stakeholders investing in research, clean-label compliance, and cross-industry collaboration will be best poised to capitalize on the expanding global appetite for bilberry-based solutions.

Recent Developments in the Vaccinium Myrtillus Market

The Vaccinium Myrtillus market is undergoing key developments driven by technological innovation, cross-sector partnerships, and changing consumer behavior. Industry players are making strategic moves to improve product offerings, expand geographic presence, and enhance scientific validation. These developments reflect a concerted effort to integrate bilberry more deeply into daily health and wellness routines. From R&D investments to digital distribution innovations, the market is rapidly adapting to meet global demand. Below are five significant developments that are shaping the current and future landscape of the Vaccinium Myrtillus market.

• Launch of Bilberry-Based Eye Health Products: Several nutraceutical companies in the United States and Japan have launched bilberry supplements targeting eye strain and night vision. These products are backed by clinical studies and are gaining popularity among screen-exposed professionals. The growing digital lifestyle is increasing eye fatigue-related concerns, positioning bilberry as a natural solution.
• Strategic Collaborations for Sustainable Cultivation: European companies are partnering with growers in Eastern Europe to ensure sustainable wild harvesting of bilberries. These initiatives focus on ethical sourcing, biodiversity conservation, and traceable supply chains. The move strengthens brand image and ensures long-term supply security in a climate-conscious market.
• Investments in Advanced Extraction Facilities: Leading pharmaceutical firms have invested in high-tech extraction plants to produce standardized bilberry extracts. These facilities use eco-friendly techniques to ensure potency and purity. This development supports the increasing demand for medical-grade bilberry ingredients in regulated markets.
• Expansion into Emerging Markets via E-commerce: Bilberry brands are entering new geographies, particularly India and Southeast Asia, through digital platforms. E-commerce is lowering barriers for consumer access and enabling real-time marketing. This expansion strategy is broadening the global footprint and diversifying revenue streams.
• Bilberry in Functional Cosmetics: Cosmetic manufacturers in South Korea and Germany are incorporating bilberry extract into anti-aging products. The natural appeal and antioxidant content of bilberry are aligning with consumer demand for clean beauty. This is leading to greater R&D collaboration between cosmetic and botanical research institutions.

These developments signify a robust evolution in the Vaccinium Myrtillus market, where innovation, sustainability, and health benefits intersect. By aligning with global trends in wellness, clean-label formulations, and digital commerce, bilberry producers and marketers are enhancing their competitive edge. Ongoing R&D and cross-sector integration are reinforcing bilberry’s multifaceted applications, paving the way for broader acceptance and growth across the globe.

Strategic Growth Opportunities in the Vaccinium Myrtillus Market

The Vaccinium Myrtillus market is gaining momentum as the demand for natural and functional ingredients surges across global health and wellness sectors. Known for its high anthocyanin content, bilberry is increasingly utilized in preventive healthcare, functional foods, and cosmetics. The trend toward clean-label products, personalized nutrition, and plant-based ingredients is opening up new applications for bilberry across different consumer categories. As companies innovate to meet diverse health needs and regulatory standards, strategic opportunities are emerging in targeted product formulations and cross-industry collaborations. The following five applications represent key growth avenues driving the global expansion of the Vaccinium Myrtillus market.

• Eye Health Supplements: Bilberry’s long-standing reputation for enhancing vision health makes it a prime ingredient in ophthalmic supplements. Its anthocyanins help improve microcirculation in the eyes and combat conditions like digital eye strain and night blindness. As screen time rises and aging populations increase, the demand for vision-related supplements is climbing, especially in countries like Japan, the United States, and Germany. Eye health supplements using bilberry are being developed with clinically proven dosages, enhancing credibility among consumers and healthcare providers. This application offers sustained growth potential as visual wellness becomes a central concern in modern, digitally connected lifestyles.
• Functional Food and Beverages: Bilberry’s incorporation into functional foods such as fortified juices, yogurts, snack bars, and teas offers an effective route to mainstream consumer markets. These products appeal to health-conscious consumers seeking natural antioxidant sources without relying on pills. The vibrant color, tangy flavor, and nutritional benefits make bilberry ideal for product differentiation in competitive segments. Food and beverage companies are increasingly adopting bilberry as a natural additive, aided by clean-label and organic certifications. This application is particularly promising in urban markets where convenience, health, and flavor convergence drives purchasing decisions.
• Anti-Aging and Skincare Products: The cosmeceutical industry is capitalizing on bilberry’s potent antioxidant properties, which combat free radicals and reduce skin inflammation. It is now featured in a range of anti-aging serums, eye creams, and face masks. Consumers in Asia and Europe are driving demand for skincare products with plant-based, non-toxic ingredients. Bilberry supports skin barrier repair, elasticity, and brightening effects, aligning with the trend toward preventive skincare. With growing interest in sustainable and cruelty-free beauty, bilberry offers a compelling botanical solution for cosmetic innovation and brand differentiation.
• Diabetes and Cardiovascular Health Support: Scientific studies suggest that bilberry helps improve capillary strength, blood sugar control, and overall vascular health, making it a valuable component in supplements targeting diabetes and heart disease. As these conditions affect millions globally, especially in aging and urban populations, the need for natural interventions is intensifying. Bilberry is being formulated into capsules and functional drinks with clinically studied ingredients for glycemic control and anti-inflammatory effects. This application is expected to expand as consumers and healthcare practitioners shift toward holistic, plant-based solutions for chronic disease management.
• Cognitive Enhancement and Brain Health: Bilberry’s neuroprotective potential, driven by its rich antioxidant profile, is gaining attention in cognitive health products. It is increasingly included in nootropic supplements aimed at enhancing memory, focus, and mental clarity, especially among students and aging adults. With the global rise in Alzheimer’s and cognitive decline concerns, bilberry-based solutions are becoming more relevant. This opportunity is reinforced by growing research supporting the link between anthocyanin consumption and improved cognitive function. As the market for brain health expands, bilberry is positioned to be a key botanical ingredient in this space.

The Vaccinium Myrtillus market is experiencing robust growth through its diverse applications in health, food, and personal care sectors. Its integration into eye health, skincare, chronic disease support, functional foods, and cognitive wellness products aligns with global consumer trends toward natural and functional solutions. These strategic growth opportunities are enabling companies to reach wider audiences and establish long-term product relevance. As research validates its benefits and consumers demand clean-label, plant-based options, bilberry is transitioning from a niche ingredient to a mainstream wellness staple, unlocking consistent growth across industries and regions.

Vaccinium Myrtillus Market Driver and Challenges

The Vaccinium Myrtillus market is influenced by a combination of technological innovation, shifting consumer preferences, and evolving regulatory frameworks. While demand is being fueled by health-conscious consumers and scientific advancements, the market also faces several operational and structural hurdles. Technological developments in extraction and formulation have boosted efficiency, but challenges like cultivation constraints, compliance issues, and cost remain critical. To capitalize on opportunities, stakeholders must understand these dynamic forces and address them through innovation, investment, and strategic planning. Below are five key drivers and three core challenges shaping the Vaccinium Myrtillus market landscape globally.

The factors responsible for driving the vaccinium myrtillus market include:

1. Increase in Demand for Natural and Plant-Based Health Products: Consumers are increasingly shifting toward plant-derived supplements, especially those with scientifically supported health claims. Bilberry’s natural antioxidant and anti-inflammatory benefits are in high demand in segments like eye health, skincare, and immunity. This rising preference for herbal and botanical alternatives over synthetic ingredients is a primary growth driver across developed and emerging markets.

2. Rising Awareness of Preventive Healthcare: There is a global shift toward preventive care as populations seek to manage health risks proactively. Bilberry is widely used to address conditions like macular degeneration, poor circulation, and inflammation. Its inclusion in daily wellness routines, often supported by health professionals, is driving repeat usage and brand loyalty in the supplement and functional food sectors.

3. Advancements in Extraction and Processing Technologies: New extraction techniques such as supercritical CO2 and ultrasonic methods are enhancing bilberry’s bioavailability and consistency in end products. These innovations support pharmaceutical-grade quality, enabling more effective applications in nutraceuticals and cosmeceuticals. Technological progress is also reducing waste and improving cost-efficiency in manufacturing.

4. Growing Adoption in Functional Foods and Beverages: The functional food industry is experiencing a surge in demand for ingredients that combine taste with health benefits. Bilberry’s unique flavor and antioxidant profile make it ideal for use in health drinks, energy bars, and fortified snacks. This is expanding its reach beyond supplements into everyday dietary products, thereby increasing consumer exposure and usage.

5. Increase in Aging Population and Lifestyle Disorders: The global rise in lifestyle-related diseases and aging populations is pushing demand for ingredients that support vision, circulation, and cognitive health. Bilberry addresses multiple health concerns simultaneously, making it a versatile solution for aging-related wellness. This demographic trend ensures sustained market growth across major economies.

Challenges in the vaccinium myrtillus market are:

1. Limited Climatic Suitability and Supply Constraints: Vaccinium Myrtillus grows predominantly in specific temperate regions, particularly in parts of Europe. This limits global cultivation potential and increases dependency on wild harvesting, which may not meet long-term demand. Climatic sensitivity also leads to supply instability and price volatility.

2. High Cost of Extraction and Final Products: The processing of bilberry into concentrated forms like extracts and powders requires advanced technology and high operational costs. This results in premium pricing, which can deter cost-sensitive consumers and limit widespread market penetration, especially in developing regions.

3. Regulatory Compliance and Health Claim Restrictions: Despite growing interest, regulatory frameworks in many countries impose strict controls on health claims related to bilberry. Delays in approval processes and the need for substantial clinical data make it difficult for manufacturers to market bilberry products freely. These barriers can slow product launches and increase costs.

The Vaccinium Myrtillus market stands at a strategic intersection of high consumer demand, scientific validation, and technological advancement. While major drivers such as preventive healthcare trends and innovations in processing propel growth, challenges related to sourcing, cost, and regulation pose barriers to scale. The ability of market players to address these challenges through sustainable sourcing, price optimization, and regulatory alignment will determine long-term success. Overall, the market’s strong foundation and expanding applications position it for continued advancement, provided that innovation and compliance efforts are effectively balanced.

List of Vaccinium Myrtillus Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. With these strategies vaccinium myrtillus companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the vaccinium myrtillus companies profiled in this report include-

• Eevia Health Oy
• ETchem
• Sanyuan Jinrui Natural Ingredients Co.
• BioMax Life Sciences
• NOW Foods
• Bio-Botanica

Vaccinium Myrtillus Market by Segment

The study includes a forecast for the global vaccinium myrtillus market by product type, nature, application, and region.

Vaccinium Myrtillus Market by Product Type [Value from 2019 to 2031]:

• Fruit Extract
• Leaf Extract

Vaccinium Myrtillus Market by Nature [Value from 2019 to 2031]:

• Fresh
• Frozen

Vaccinium Myrtillus Market by Application [Value from 2019 to 2031]:

• Food
• Bakery Products
• Pharmaceutical
• Cosmetic
• Personal Care

Vaccinium Myrtillus Market by Region [Value from 2019 to 2031]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Vaccinium Myrtillus Market

The Vaccinium Myrtillus market, commonly referred to as the bilberry market, is witnessing a surge in global demand due to its increasing use in pharmaceuticals, nutraceuticals, and functional foods. This demand is driven by growing awareness of the fruit’s antioxidant and anti-inflammatory properties. Leading countries like the United States, China, Germany, India, and Japan are experiencing distinct developments across supply chain enhancements, consumer trends, and research-backed innovations. Moreover, rising health consciousness, clean-label preferences, and demand for natural products are transforming the market landscape, paving the way for sustained growth and global expansion of Vaccinium Myrtillus-based products.

• United States: The United States market has seen significant expansion in Vaccinium Myrtillus usage in dietary supplements and anti-aging skincare formulations. Research institutions and biotech firms are partnering to study its impact on ocular health and cardiovascular conditions. Companies are investing in organic cultivation, traceability systems, and direct-to-consumer models. In addition, growing interest in plant-based diets has spurred demand for bilberry powders and extracts in smoothies and health beverages. Sustainability certifications and non-GMO labelling are gaining traction, further boosting consumer confidence. The integration of bilberry into mainstream wellness products is positioning the United States as a leader in functional superfruit applications.
• China: China’s Vaccinium Myrtillus market is expanding rapidly due to the rising middle-class focus on health and longevity. Bilberry extract is being incorporated into Traditional Chinese Medicine (TCM)-inspired nutraceuticals and eye health supplements. Several local companies are forming strategic partnerships with European exporters for raw material imports and technology transfer. E-commerce platforms are boosting sales of imported bilberry-based dietary products. Regulatory bodies are also streamlining approval processes for functional foods containing bilberry, spurring innovation. The rising demand from health-conscious millennials and elderly consumers is reshaping the distribution landscape and encouraging domestic cultivation in temperate provinces like Yunnan and Heilongjiang.
• Germany: Germany remains a key European hub for Vaccinium Myrtillus production, supported by well-established organic farming practices and sustainability regulations. The market is increasingly geared toward pharmaceuticals and clinical research into bilberry’s impact on diabetic retinopathy and vascular health. Bilberry supplements are gaining traction in pharmacies and wellness chains, supported by scientific publications and EU health claims. German companies are innovating in freeze-dried formats and incorporating bilberry extracts into cosmetic products. With strong consumer preference for natural and traceable products, Germany continues to drive quality standards in bilberry sourcing, processing, and packaging, bolstering its position in the European market.
• India: India’s Vaccinium Myrtillus market is in its early stages but shows promising potential due to the growing demand for natural antioxidants and plant-based nutraceuticals. Ayurvedic brands are experimenting with bilberry in formulations targeting vision improvement and blood sugar regulation. Rising disposable income, urban health awareness, and increased e-commerce penetration are enabling market access for imported bilberry extracts. However, local cultivation remains limited due to climatic constraints, leading to heavy reliance on imports from Europe. Collaborative R&D initiatives are emerging between pharmaceutical firms and agricultural universities to explore ago-climatic suitability. India is poised to become a growing consumer market for bilberry products.
• Japan: Japan’s Vaccinium Myrtillus market is witnessing notable growth in the functional foods and cosmeceuticals segments. Leading wellness brands are launching bilberry-enriched products such as supplements, eye health beverages, and anti-aging serums. Scientific endorsements and clinical trials are playing a pivotal role in building consumer trust. Japanese food and pharma companies are also integrating bilberry into nootropic and cognitive health solutions. With an aging population and strong focus on preventive healthcare, demand is rising in both retail and online platforms. Government support for functional food research and clean-label initiatives further strengthens Japan’s positioning as a premium market for bilberry-based products.

Features of the Global Vaccinium Myrtillus Market

Market Size Estimates: Vaccinium myrtillus market size estimation in terms of value ($B).

Trend and Forecast Analysis: Market trends (2019 to 2024) and forecast (2025 to 2031) by various segments and regions.

Segmentation Analysis: Vaccinium myrtillus market size by product type, nature, application, and region in terms of value ($B).

Regional Analysis: Vaccinium myrtillus market breakdown by North America, Europe, Asia Pacific, and Rest of the World.

Growth Opportunities: Analysis of growth opportunities in different product types, nature, applications, and regions for the vaccinium myrtillus market.

Strategic Analysis: This includes M&A, new product development, and competitive landscape of the vaccinium myrtillus market.

Analysis of competitive intensity of the industry based on Porter’s Five Forces model.

This report answers following 11 key questions:

Q.1. What are some of the most promising, high-growth opportunities for the vaccinium myrtillus market by product type (fruit extract and leaf extract), nature (fresh and frozen), application (food, bakery products, pharmaceutical, cosmetic, and personal care), and region (North America, Europe, Asia Pacific, and the Rest of the World)?

Q.2. Which segments will grow at a faster pace and why?

Q.3. Which region will grow at a faster pace and why?

Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?

Q.5. What are the business risks and competitive threats in this market?

Q.6. What are the emerging trends in this market and the reasons behind them?

Q.7. What are some of the changing demands of customers in the market?

Q.8. What are the new developments in the market? Which companies are leading these developments?

Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?

Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?

Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?

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