According to research sponsored by the US Highbush Blueberry Council, 69 percent of households report having purchased blueberries in the past month, a percentage that has nearly doubled since 2008. Awareness of the blueberry's health benefits also increased, from 39 percent in 2004 to 84 percent today. In 2008, blueberry consumers were typically 46 to 65, whereas now purchasers are more likely to be 35-44. Consumers cited health, taste, convenience and versatility as their favorite attributes of the fruit.