Blueberries are consolidating their place in the purchasing habits of Italian households. This is a trend that has been confirmed year after year according to YouGov Shopper – Italian Berry data, and the figures updated to 31/12/2025 provide an in-depth picture of the main factors driving this growing trend.
More households are buying blueberries
More than 9.1 million Italian households purchased blueberries at least once during 2025, up 65% over the last five-year period (2021–25).
Not only are more households joining the category, but the buyer base increased the total quantity purchased during the year by 28%, which for the first time exceeded 2 kg per household.
Against an Italian population of around 59 million over the period in question, per-capita consumption can therefore be estimated at roughly 330 g.
Annual spend above €26
Annual spend per household is also increasing, albeit at a slower pace due to the decline in the average price.
While in 2020 purchasing households spent an average of Eur 15.68 on blueberries, in 2025 the value reached Eur 26.74.
This is a positive signal, reflecting growing attention among Italian households towards blueberries: purchasing households consume and spend more every year, following a very clear progression.
Within a context of stable consumption in the fruit department, blueberries are therefore making their way further into consumers’ baskets, taking share from other fruit.
Blueberries are taking share from other fruit
Blueberries are increasing their share both within berries excluding strawberries (from 56% to 76%) and within the broader berry category including strawberries (from 14% to 32%).
Notably, the share blueberries hold of total fruit basket spend also reached 3.7% in 2025.
Purchase frequency is also steadily increasing, from 5.3 times per year (2020) to 7.5 times in 2025.
In particular, 2025 saw a 14% increase in purchase frequency, the highest recorded over the period considered (2020–2026).
Average purchase per occasion reaches 290 g
2025 also saw a jump in the average purchase, rising from 260 g in 2024 to 290 g in 2025. This figure mirrors the trend that is also visible at retail, with a clear shift towards larger pack sizes.
The data highlight a change of pace compared with the previous five-year period (2020–2024), when quantities were broadly stable or slightly declining.
The trend in the average basket value reflects the fact that increases in volumes per purchase occasion are greater than the declines in average prices.
In Italian households’ baskets, blueberries are now worth Eur 3.56: this is the amount a household spends when it decides to buy them.
No longer an occasional purchase
The 2025 figures confirm that blueberries are no longer an “occasional” purchase, but a structural item in the basket of a growing share of Italian households: the buyer base is expanding, annual quantity per household is increasing, purchase frequency is rising, and the category’s weight is growing versus the rest of fruit. In a department that is overall stable, this means blueberries continue to gain space and attention, driven by a virtuous combination of higher penetration and greater consumption intensity.
2025 also marks a qualitative step forward: the increase in average purchase and spend per occasion points to a more “mature” consumer, who not only buys more often but also chooses larger formats, offsetting the drop in the average price with higher volumes. For the supply chain, the message is clear: growth no longer depends only on expanding the consumer base, but on the ability to nurture continuity, satisfaction and value per purchase occasion—turning habit into loyalty.
