The Chilean cherry challenge: Adapting to a more demanding Chinese consumer

The Chilean cherry industry faces a new scenario in its main target market, said Claudia Soler. The Executive Director of industry body Frutas de Chile’s Cherry Committee was a keynote speaker at the 4th version of CherryTech 2026 in Santiago, Chile, where she noted that the industry’s accelerated growth recorded in recent years requires a coordinated effort of the entire export chain and increased focus on product quality.

Before 1,600 industry representatives, Soler noted that the Chinese market has changed significantly and consumers are now more demanding and informed.

“We are at a stage where the industry has reached a certain level of maturity, and therefore, we have to face this new stage in a different way. Adjustments are required in the different links of the chain to be able to resume growth,” she explained.

The executive highlighted that in the last five years, the Chilean cherry industry grew by nearly 250 percent, reaching exports of 569,000 tons during the last season, equivalent to about 115 million boxes. Of the total exported, China accounted for 87 percent of the shipments, the lowest share in the last eight years, while alternative markets grew by 26 percent.

Chilean cherries face a more demanding consumers

Soler indicated that the current Chinese consumer is much more sophisticated than a few years ago and no longer purchases cherries only as gifts for celebrations.

According to studies conducted by the Cherry Committee, 79 percent of consumers buy the fruit for daily consumption, and 39 percent do so as a personal treat, which opens up new opportunities for the category.

“Today, the consumer is much more concerned about quality, freshness, food safety, and health benefits. Furthermore, they are much more digitally connected, so any quality or safety problem spreads very quickly,” she noted.

The executive director added that the main attributes valued by consumers are freshness, firmness, and flavor, factors that directly influence the repurchase decision.

“We need the consumption experience to be extraordinary from the very first cherry that reaches the market. An unsatisfied consumer can stop buying throughout the entire season,” she stated.

Impact of quality issues

Soler acknowledged that the last season was marked by challenges associated with fruit condition at destination. This resulted in close to 50 percent of retailers withdrawing the category two weeks before the close of the season, while complaint rates on e-commerce platforms reached five percent toward the end of January.

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

However, Soler emphasized that the market is beginning to clearly differentiate between different quality levels, rewarding fruit with better attributes with better prices.

In response, and aiming to deliver a high-quality product in great condition to international markets, the Chilean Cherry Committee is recommending that growers adopt a set of minimum requirements for firmness, soluble solids, and Brix levels, all critical to consumers' purchase decisions.

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

Likewise, she reported that the committee continues to work on developing a certified premium brand, whose regulations will establish specific requirements for its use.

Diversification and strengthening demand

Soler also noted the committee’s promotional efforts in both China and other markets, such as South Korea, the United States, Brazil, and India.

During the last season, the organization's marketing campaigns in China reached over 150 million buyers, adding seven million new consumers to the category.

The executive also highlighted the growing prominence of supermarkets, retailers, and e-commerce platforms in China, channels that currently account for nearly 50 percent of cherry sales.

Looking ahead to the next season, the focus will be on boosting daily consumption, communicating the nutritional benefits of the product, and continuing to strengthen the reputation of the Chilean cherries.

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