In the United States, berries have become the top-selling fresh fruit category in the United States, generating more than $12 billion (circa 11 miliardi di euro) in annual sales and accounting for nearly a quarter of total fresh fruit spending. What was once a seasonal treat has turned into a daily staple in many American households.
For parents, this popularity comes at a cost. Surveys show that families spend an average of $53 per month (circa 49 euro) on berries, with many reporting monthly expenses exceeding $200 (circa 185 euro). Nearly one-third of parents say their children can consume an entire carton of berries in a single day.
Image 1. Credits: Olivia Heller / The Hustle
The financial impact is amplified by the high price of berries compared to other fruits. On a per-pound basis, blueberries, raspberries, and blackberries cost more than three times as much as apples and up to ten times more than bananas, making them one of the most expensive everyday fruit choices.
Income and consumption trends
Income plays a significant role in purchasing behavior. Lower-income households are far less likely to buy berries than higher-income families, highlighting a growing gap in access to fresh, premium fruit despite berries’ strong presence in the market.
Image 2. Credits: Olivia Heller / The Hustle
Children’s eating habits further intensify the issue. Many parents describe berries as an “appetizer” at nearly every meal, valued for their taste, ease of chewing, and perceived health benefits. What begins as a convenient and healthy choice often turns into an unavoidable routine expense.
Industry's role and impact
Behind this shift is the produce industry itself. Companies like Driscoll’s have successfully transformed berries into a year-round consumer product, driving demand through availability, visual appeal, and branding. As a result, berries have moved from occasional indulgence to everyday necessity, reshaping both diets and grocery budgets across the US.
Image 3. Credits: Olivia Heller / The Hustle
Text and opening image source: thehustle.co
