In the dynamic landscape of Italian mass consumption, berries, and in particular the blueberry, are emerging as true stars, meeting the growing needs of health-conscious consumers seeking wellness and functional nutrition.
The latest edition of the "Osservatorio Immagino GS1 Italy 2025" provides an in-depth look at this trend, revealing significant figures and dynamics that confirm its leading role.
The blueberry boom in the landscape of beneficial ingredients
The Osservatorio Immagino identified products featuring the "blueberry" claim within the broader basket of "beneficial ingredients", specifically in the "Superfruit" cluster.
In 2024, 834 references highlighted the presence of blueberry on their labels, generating a turnover of over €252 million.
What stands out is the growth performance of this segment: a remarkable +7.6% in value and a significant +2.7% in volume compared to the previous year.
This expansion was equally driven by both supply (+3.6%) and strong demand (+3.9%), demonstrating solid interest from both producers and consumers.
Where blueberries stand out: growing product categories
The analysis of the performance of product categories where blueberries play a central role reveals a clear direction towards wellness-oriented and natural products.
The strongest growth was observed in:
- Yogurt (whole, functional, and Greek)
- Berries
- Wholegrain cookies
- Fruit-based jams and spreads
- Shell-free nuts
- Rusks
This indicates a clear preference among consumers for products that combine pleasure with nutritional benefits, in line with the trend of seeking "rich-in" foods (rich in beneficial elements).
However, not all categories benefited from this momentum: nectars, multipack ice creams, low-fat yogurt, and sweet snacks recorded negative indexes for blueberry.
Blueberries in the superfruit and innovation context
Blueberry is not the only star in the "Superfruit" category, which overall includes 3,265 products and exceeded €977 million in turnover in 2024, with annual growth of +6.5% in value and +0.2% in volume.
This growth was mainly driven by the rise in prices (+6.3%) and the expansion of supply (+4.4%).
Interestingly, within this basket, the less common claims, such as cashews and avocado, recorded the highest growth rates, with double-digit increases both in volume and value.
This suggests that while blueberries are consolidating their position, the superfruit market remains fertile ground for the emergence of new trends and ingredients.
Product innovation also confirms the importance of superfruits. In 2024, superfruit-branded innovations, including blueberry, accounted for 11.9% of references and 6.9% of turnover in this segment, with significant launches in categories such as ice cream, shower gel, and Greek yogurt.
Conclusions: a bright future for berries
Blueberry confirms itself as a key ingredient and a growth driver in the food sector, thanks to its health perception and ability to meet the preferences of modern consumers.
Its positive performance, both in terms of sales and product innovation, reflects a clear market direction toward functional and quality foods.
For companies, investing in blueberry-based products and other berries represents a winning strategy to respond to increasingly informed and wellness-oriented consumers.
