YouGov data on the profiles of berry consumers in Italy show a broader market in 2025 than in 2024. The number of buyers rises from 9.007 million to 10.540 million, while the reference population (number of households) increases from 26.114 to 26.563 million.
A key point in reading the data is that indices above 100 indicate performance above the national average, while those below 100 indicate relatively weaker behavior.
Geography: the North West remains the leader, while the North East accelerates in volumes
By geographic area, the profile of berry consumers remains strongly polarized. In the North West, the penetration index declines from 149 to 137, but still remains by far the highest in the country: this is the area where berries continue to be most present in shopping baskets. The Volume x Buyer Index also declines, from 119 to 112, while remaining above average.
The North East confirms a solid purchasing profile, with penetration moving from 120 to 117, therefore broadly stable at high levels, but above all with a marked strengthening in volumes per buyer: the index rises from 102 to 116, making it in 2025 the strongest Italian area for quantity purchased per buyer.
In the Centre + Sardinia, there is a slight improvement in consumer reach, with the penetration index increasing from 84 to 90, while volumes remain almost unchanged, from 95 to 94, thus still slightly below average.
The South + Sicily remains the weakest area, but shows the clearest relative improvement: penetration rises from 52 to 61 and volume per buyer from 51 to 61. The gap with the rest of the country remains wide, but the trend is clearly one of recovery.
Socio-economic class: stronger demand in upper segments, with middle groups improving
The socio-economic variable remains highly discriminating. The High class retains the leading position in penetration, with an index slipping only slightly from 127 to 125, but it significantly strengthens volumes, from 102 to 114. In other words, wealthier households not only buy berries more frequently, but in 2025 they also buy more of them.
The Medium High segment loses ground in both penetration and volumes: the penetration index falls from 119 to 109, while volume per buyer drops from 108 to 93. It remains an important segment, but is less dynamic than in the previous year.
The Medium Low class improves in penetration, from 87 to 95, and also grows in volumes, from 96 to 105, moving above the national average in quantity purchased. This is perhaps the most interesting segment in terms of broadening consumption.
The Low segment remains below average, but shows moderate improvement: penetration rises from 64 to 69 and volume from 80 to 86. Here too, positioning remains weak, but 2025 marks a small step forward.
Household size: singles and couples perform well, larger families slow down
By household composition, the data confirm that berries perform better in small and medium-sized households. Singles improve penetration from 88 to 92 and also increase volumes versus the national average from 104 to 107. 2-person households remain at high penetration levels (106 in both years) and improve volumes from 101 to 107.
3-person households remain above average in penetration, but decline slightly from 109 to 105; volume per buyer, however, drops more sharply, from 106 to 92.
4-person households show substantial stability in penetration, from 104 to 105, but volumes decline from 88 to 83, remaining below average.
5-person households or more are the weakest segment: penetration falls from 104 to 91, while volume per buyer rises from 79 to 90, though still without reaching the national average. The data suggest that large households are not currently the main driver of the category.
Age of the main shopper: younger buyers purchase more often, older buyers purchase more volume
The age breakdown is particularly interesting. Under 35s remain above average in penetration, but move from 109 to 106; volumes, however, increase from 84 to 92, while still remaining below average. The 35-44 group is also stable in reach, from 109 to 107, with volumes unchanged at 84.
Among 45-54 year-olds, the best balance is observed: penetration rises from 106 to 109, while volume remains below average, falling from 96 to 87, showing a setback in 2025.
The 55-64 group gains considerable ground: penetration rises from 98 to 104, moving above average, while volume remains very high despite a slight decline, from 115 to 109.
Over 65s remain below average in penetration, declining from 89 to 86, but they are the strongest segment overall in volumes, which rise from 110 to 119. The picture is clear: older consumers are fewer among buyers, but when they buy berries they purchase quantities above the average.
Urban domain: metropolitan areas remain the category’s centre of gravity
By urban domain, metropolitan areas + suburbs continue to represent the most favorable context. Penetration rises from 114 to 116, while volumes remain high although slightly down, from 106 to 105. This is the territory where the category appears most established.
In municipalities with up to 10,000 inhabitants, penetration declines from 98 to 95, but volumes rise from 101 to 105, meaning those who buy tend to buy more.
In municipalities with 10,001 to 50,000 inhabitants, penetration improves marginally from 92 to 93, and volumes also rise from 90 to 93, although they remain below average.
In centres with more than 50,000 inhabitants, penetration moves from 95 to 96, while volume per buyer declines from 103 to 93. This is therefore an intermediate segment, with almost stable reach but weakening average quantities.
What these data indicate
Overall, 2025 confirms that berries in Italy maintain a stronger consumption profile in the North, among higher socio-economic classes, in smaller households, and in metropolitan contexts. However, signs are emerging of a broader expansion of the category: the South is growing, lower-middle classes are improving, the 55-64 age group is advancing, and the quantitative contribution of over-65s is strengthening.
For the supply chain, the message is twofold. On the one hand, the core of the market remains well defined and continues to reward the most structured territories and target groups. On the other, the 2024-2025 period suggests that there is real room to expand consumption beyond the traditionally strongest clusters, by working on accessibility, purchase frequency, and consumption occasions.
