Genoa remains a small market, mainly neighbourhood-based, with limited shelf space and a varied set of brands, none of which is particularly consolidated. Overall product quality is good, and the main origin is Italy, although the first blueberries from Romania are starting to appear, as Romania has a later season than Italy. This means imports are already beginning again. There is also still some late-season Spanish product, especially for half-kilo promotions, where very competitive prices are needed.
Meanwhile, there is a general shortage of raspberries, both of Italian origin and imported from countries such as Spain and Portugal, while blackberries are almost exclusively Italian.
The batches are very fresh, processed within the last 2-3 days. Prices are mid-high across almost all references, with a few sporadic promotions on smaller formats such as 125 grams.
This is the summary of the survey carried out today, 1 July 2026, in the urban area of Genoa. The survey covered 14 stores from 14 retail chains belonging to 13 large-scale retail groups. Specifically: Basko, Carrefour Express, Conad, Coop, Doro, Ekom, Esselunga, Eurospin, Gulliver, IN's, Lidl, MD, Pam, Penny.
Assortment
In the soft fruit category, the stores visited had from a minimum of one to a maximum of six references, with an average of 2.9 references per store.
Across the 14 stores visited, 71% stocked raspberries and 100% stocked blueberries; 57% stocked blackberries; 14% redcurrants, 7% Bis, 7% Mix and 7% Tris.
Range width
21% of stores with soft fruit in their assortment had only one reference on sale; 43% had two or three references, while the remaining 36% had four or more references on sale.
Quality
Quality refers to the condition of the product, measured in terms of: absence of significant defects; sound product but not in ideal condition (not fresh, tired, shrivelled, dull, without bloom); presence of damaged fruit and juice; presence of spoiled fruit and mould.
The groups with the best quality were: Carrefour, Coop, Ekom, Esselunga, Eurospin, Gruppo PAM, Gulliver, Lidl, MD, Rewe, Sogegross.
Retail prices
Raspberries (12 observations): min. €11.92/kg - max. €23.84/kg - average €18.42/kg
Blueberries (18 observations): min. €9.96/kg - max. €23.84/kg - average €15.24/kg
Blackberries (8 observations): min. €11.92/kg - max. €19.92/kg - average €15.44/kg
Redcurrants (2 observations): min. €19.84/kg - max. €31.92/kg - average €25.88/kg
Tris (1 observation): €25.20/kg
General total (41 observations): min. €9.96/kg - max. €31.92/kg - average €16.97/kg.
Brands
Across the stores visited, soft fruit from a total of 19 brands was available. The brand with the highest average prices in the category was Garden Frutta. The brand with the lowest average prices for blueberries was Ribotta, followed by Hermanos Pulido.
Packaging
50% of the references recorded for blueberries were sold in packs with a net weight of 125 grams.
