Strawberries are a product that has a well-established place in the fruit basket of Italian families.
According to data from Italian Berry - GfK for YE 30/06/2024, strawberries represent 6.7% of the expenditure for the fruit basket of Italian families.
In the berry category (berries + strawberries), strawberries account for 64% by value and 83% by volume of Italian consumption.
Spending increases due to prices
Strawberry consumption by Italian families increased in value by 0.9% over the last 12 months, reaching an expenditure of over €390 million, up from €387 million in the previous 12 months. However, this increase is lower than the increase in the number of families over the same period (+1%).
On the other hand, the increase in value corresponds to a decrease in quantities purchased, from 81 thousand tons to 75 thousand tons, with a negative variation of 7.3%.
The average price was €5.18/kg, an increase of 8.9% compared to the price of €4.76/kg in the previous 12 months.
Two out of three italian families buy strawberries
More than 17.5 million Italian families have bought strawberries at least once a year, equivalent to 68% of all families. So, more than two out of three families have put strawberries in their cart in recent months. Of these, over 80% have bought them repeatedly, meaning two or more times.
In the last 12 months, purchasing families have bought on average 4.3 kg of strawberries (down 8.4% compared to the previous period), spending a total of €22.19 (-0.3%).
Italian families buy strawberries on average 6.7 times a year: this purchase frequency has decreased by 3.5% compared to the previous 12 months.
The average quantity bought in each buying occasion is 640 g and the average expenditure is €3.32.
