In Turin, the berry market is highly fragmented due to product shortages affecting blackberries, blueberries and raspberries. As a result, there are many brands, as well as numerous origins and pack sizes, making the shelf offering rather confusing.
Although the batches are fresh, blackberries and raspberries struggle to meet quality standards, while blueberries – mainly sourced from Poland and Italy, with smaller volumes from Peru, Spain and Romania – remain of good quality.
There are many brands, with the largest ones predominating, although smaller brands are also finding shelf space, probably due to the product shortage. Prices are rising sharply across all categories, while blueberry pack sizes are decreasing from 500 grams to 250 grams and down to 125 grams.
These are the main findings of the latest Berry Observatory, conducted today, 26 August 2026, in the urban area of Turin. The survey covered 19 stores operated by 19 retail chains belonging to 15 grocery retail groups.
The retail chains surveyed included Aldi, Banco Fresco, Bennet, Carrefour, Carrefour Market, Coop, Dpiù, Ekom, Esselunga, Eurospin, Il Gigante, IN's, Lidl, MD, Mercatò, Pam, Penny, Spazio Conad and U2.
Berry assortment
The stores surveyed carried a minimum of 1 and a maximum of 8 product lines in the berry category, with an average of 5 product lines per store. Assortment rates across the 19 stores were: raspberries 79%; blueberries 100%; blackberries 89%; redcurrants 47%; three-berry mixes 32%; and two-berry mixes 21%.
Range breadth
11% of the stores carrying berries had only one product line, 21% carried two to three product lines, while the remaining 68% offered four or more product lines.
Product quality
Quality refers to the condition of the product, assessed according to the following criteria: absence of significant defects; sound product in less-than-ideal condition (not fresh, past its best, shrivelled, dull or lacking bloom); presence of damaged fruit and juice leakage; presence of spoiled fruit and mould.
The groups offering the best quality were Aldi, Coop, Lidl, Selex and Unes.
Retail prices
Raspberries (27 observations): min. €14.99/kg – max. €27.92/kg – average €22.18/kg
Blueberries (51 observations): min. €9.93/kg – max. €30.24/kg – average €15.32/kg
Blackberries (22 observations): min. €13.16/kg – max. €23.92/kg – average €16.32/kg
Redcurrants (10 observations): min. €13.44/kg – max. €23.92/kg – average €17.48/kg
Three-berry mixes (6 observations): min. €19.93/kg – max. €26.60/kg – average €24.41/kg
Overall total (116 observations): min. €9.93/kg – max. €30.24/kg – average €17.76/kg.
Brands available
The berries found in the surveyed stores represented a total of 30 brands. The brand with the highest average prices was Respirez L’Auvergne, while Comifrut and Sunberry offered the lowest average prices for blueberries.
Packaging formats
33% of blueberry product lines were sold in 125-gram packs.
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