Blueberries account for over 70% of household spending in Italy within the berries category (excluding strawberries).
In the last five years, blueberries have steadily increased their share in terms of volume as well, now making up over 75% of total purchases in the category.
Despite a deeply changed purchasing climate in recent years, blueberries continue to show positive results in terms of penetration and total consumption, making them one of the most dynamic products in the entire fresh fruit sector.
More purchasing households
Out of an Italian population consisting of 26.1 million households, the penetration rate (percentage of households that buy blueberries at least once a year) is 29.30% (+2.9 percentage points compared to the previous period).
The total number of households purchasing blueberries is therefore 7.7 million (+13.3% compared to 2023). Additionally, 68.2% of Italian households that buy blueberries make repeat purchases, meaning more than once a year.
In absolute terms, the number of blueberry-buying households increased by almost 900,000 units compared to the previous year (2023).
Quantity and value increasing over five years
The quantity of blueberries purchased by Italian households has more than doubled in five years, with steady growth from 6,000 tons in 2020 to over 12,000 tons in 2024.
The market value has grown even more significantly, rising from 67 million euros in 2020 to over 165 million euros in 2024 (+146%).
Increasing purchase frequency
Several factors have contributed to the market expansion.
Blueberries are becoming increasingly common in Italian households: the purchase frequency has risen by 7%. In 2024, purchasing households bought blueberries nearly 6.5 times, compared to only 6 times in 2023.
However, the average purchase quantity has declined, stabilizing around 250 grams. This downward trend reflects a general tendency among Italian consumers to make more mindful purchases to avoid waste, often at the expense of special promotions.
In other words, by buying more frequently but in smaller amounts per purchase occasion, Italian consumers aim to get a better product and reduce waste.
The average price during the period was 13.15 EUR/kg (-2.0% compared to the previous period).
The slight decrease in the average price does not change the overall trend of the past five years, which has seen a general increase in prices (+23% over the period).
The purchase volume does not appear to be affected by price trends; in fact, both have increased between 2020 and 2024.
Despite rising prices, Italian consumers have not reduced their quantities; rather, they have continued a positive purchasing trend.
Purchasing households spend €21.64 per year on blueberries, with a steady increase over the years that has seen the average expenditure per purchasing household grow by 38% in five years.
The Italian Berry - YouGov data on blueberry consumption among Italian households analyzed here refer to the period 01/01/2024 - 31/12/2024. Comparisons are based on the previous 12-month period.
The YouGov panel survey is conducted using the HomeScan methodology, utilizing a tool that allows optical reading of EAN codes, as well as integrating the survey with other key information (Channel, Retailer, Receipt Data, Specific Questions for the Purchasing Manager). The survey is conducted continuously, allowing for the study of purchasing behaviors over time and providing a comprehensive interpretation of Italian household purchasing habits.
