Blackberries are experiencing a period of strong growth in consumption among Italian households.
After the slowdown in 2022, when blackberry consumption dropped by 31% in volume and 29% in spending within a year, the last three years have seen a significant recovery.
Over this period, consumption has increased from 539 tons to 842 tons, equivalent to 2.3 tons per day, marking a 56% rise in purchased quantities.
The growth trend in value terms has been even more pronounced. Italian household spending on blackberries has surged from €7.3 million to over €14.4 million, a 98% increase over three years.
However, blackberry consumption remains quite limited. Among Italy’s 26.1 million households, penetration (the percentage of households purchasing blackberries at least once a year) stands at 6.54% (+0.7 percentage points compared to the previous period). In absolute terms, the total number of households purchasing blackberries is 1.7 million (+13.9% in the past year).
Despite this increase, penetration is still recovering to pre-COVID-19 levels: in 2020, nearly 7% of households purchased blackberries.
46% of Italian households that buy blackberries do so repeatedly, meaning more than once a year. This indicator has been steadily increasing, rising by 8 percentage points over the past three years—from 38% in 2022.
The upward trend in spending is also driven by price dynamics. The average price has jumped from just under €13.50/kg in the 2020-2022 period to over €17.00/kg in 2023-2024.
The average price of €17.12/kg recorded in 2024 translates to €2.14 per 125g pack, which is the standard format in which blackberries are sold.
Regarding purchasing behavior, Italian households buy blackberries 2.92 times per year (+17.9% compared to the previous period).
The purchase frequency has significantly increased over the past five years: in 2020, the average was below two purchase occasions per year.
The average purchase quantity per occasion has decreased from 0.20 kg in 2020 to 0.17 kg in 2024. This trend aligns with households’ tendency to buy smaller amounts more frequently to reduce food waste, which can be particularly relevant for perishable products like blackberries.
In 2024, the total annual spending on blackberries among purchasing households reached €8.44 (+15.1% compared to the previous period), corresponding to a total annual consumption of 0.49 kg (+14.0%). The average spending per purchase occasion is €2.89 (-2.4% compared to the previous period).
The Italian Berry - YouGov data on blueberry consumption by Italian households analyzed here refer to the period 01/01/2024 - 31/12/2024. Comparisons are based on the previous 12-month period.
The YouGov panel survey is conducted using the HomeScan methodology, which allows optical reading of EAN codes and integrates the survey with other essential information (Channel, Store, Receipt Information, Specific Questions to the Purchasing Manager). The survey is conducted continuously, allowing for the study of purchasing behavior trends over time, providing a comprehensive interpretation of Italian household behavior.
