Berry availability on supermarket shelves in Milan is limited, particularly for blueberries, whose prices remain very high. Blackberries and raspberries are more widely available thanks to peak production in nearby countries, particularly Portugal, with falling prices and numerous promotions.
For blueberries, prices remain high despite the availability of larger packs, ranging from 250 and 300 grams to half a kilo. Product quality is generally good, including redcurrants, whose prices remain stable at low-to-mid levels.
Stock turnover is slow, particularly for blueberries, despite Milan being one of the most attractive markets, typically characterised by faster sales. Batches on the shelves are often older, as high prices tend to slow purchases.
A wide range of brands is represented. The blueberry shortage appears to be creating room for more suppliers, giving a broader range of operators the opportunity to secure shelf space.
These are the key findings of the Berry Observatory survey conducted today, 14 October 2026, in the urban area of Milan (Italy). The survey recorded the assortments of 17 stores operating under 17 retail banners belonging to 16 supermarket groups: Aldi, Carrefour Market, Conad, Eurospin, Il Gigante, iN's, Iper La Grande I, Iper Tosano, Iperal, Ipercoop, Lidl, Pam, Prix Quality, Tigros, U2.
Penny did not stock berries at the time of the visit.
Assortments
In the stores visited, the berry category featured between 1 and 7 product lines, with an average of 3.6 product lines per store. The percentages of stores stocking each type were as follows: raspberries 87%; blueberries 87%; blackberries 67%; redcurrants 47%; three-berry mixes 20%; other mixes 13%.
Range breadth
Of the stores stocking berries, 13% carried just one product line, 20% offered two or three product lines, while the remaining 67% had four or more product lines available.
Quality
Quality refers to the condition of the fruit, assessed according to the following criteria: absence of significant defects; sound fruit in less-than-ideal condition (lacking freshness, tired, shrivelled, dull or lacking its natural waxy bloom); presence of damaged fruit and juice leakage; presence of spoiled fruit and mould.
The groups with the best quality were Carrefour, Finiper, Iperal, Lidl, Prix, Selex, Supermercati Tosano, Unes.
Retail prices
Berry prices vary:
Raspberries (19 observations): average €18.05/kg (€14.32–€23.92/kg)
Blueberries (26 observations): average €19.58/kg (€12.48–€31.92/kg)
Blackberries (12 observations): average €24.28/kg (€19.84–€31.92/kg)
Redcurrants (7 observations): average €17.60/kg (€13.52–€31.92/kg)
Three-berry mixes (4 observations): average €22.66/kg (€16.23–€25.87/kg)
A total of 68 price observations were recorded, with an overall average price of €19.96 per kilo (€12.48–€31.92/kg).
Brands
A total of 21 brands of berries were available in the stores surveyed.
Almaverde Bio had the highest average prices in the category. The brand with the lowest average blueberry prices was Inka’S Berries, followed by Camposol.
Packaging
Of the blueberry product lines surveyed, 42% were sold in 125-gram packs.
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