03 Aug 2023

Blueberry boom continues: Italian households' spending up by 15.8%


Italian households increase spending on blueberries by 15.8% in the period from July 2022 to June 2023. This is a remarkable result, especially when compared to the entire fruit department (which decreased by 0.2% in the same period) and the red fruits category (strawberries + small fruits), which only grew by 4.9% in value.

The total value of purchases has risen to over 112 million Euros, with an increase of over 15 million compared to the previous 12 months when total spending was 97 million.

Blueberries represent 65% of Italian households' spending on small fruits, a share that has increased compared to six months ago when it was 59%. Including strawberries, blueberries account for 10% of the red fruits category.

Consumption increases in both quantity and value 

Over 6 million Italian households purchased blueberries in the calendar year ending in late June 2023. This is an increase of over 12%, which goes against the 1% decline in the Italian population.


Penetration has increased by 2.9 points, from 21.0% to 23.8%. Now, almost one in four families consumes blueberries at least once a year.

Penetration has been on a constant upward trend, as it was 16.5% in 2020. This translates to an increase of almost 2 million households between 2020 and 2023.

Italian households that purchase blueberries spent an average of EUR 18.46 in the period in question, generating a turnover of over 112 million Euros.

The same households purchased an average of 1.51 kg of blueberries in the last calendar year. The total quantity purchased by Italian households exceeded 9,000 tons, an increase of 8.9%.

Frequency of purchase increases 

Italian households that purchase blueberries put them in their carts an average of 6 times a year, an increase of 5.5% in purchase occasions. In the last twelve months, the average purchase per shopping occasion decreased to 250g (-8.4%), possibly due to an equal increase in the average price (+8.5%), which reached EUR 12.23 in the period in question (compared to EUR 11.49 in the previous period).

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