The new Italian Berry Magazine is online: "Times are hard"

These are tough times.

Less than a year ago, in an Italian Berry survey, industry professionals estimated that the blueberry market in Italy would grow by an average of 10% per year over the 2025-2030 period.

The latest YouGov Shopper data on Italian household consumption, however, brought a surprise even for experts: with value growth of 41% in one year, consumption had already reached in 2025 the levels that had been projected for 2028. The same applies to volumes, which grew by 50% in 2025, reaching the values that had been forecast for 2028.

So, is everything fine? Not exactly.

In fact, for both blueberries and other berries, it is necessary to pay attention to all the other elements that make up this overall very positive picture.

For blueberries, we are in the middle of a global boom, which could lead to production and consumption doubling or tripling, with a global expansion of markets, and with at least half of the current varietal offering gradually being replaced by new genetics, profoundly redefining the concept of premium quality. This is a huge challenge involving large-scale decisions that must be taken quickly in order not to miss the opportunities.

For strawberries, there is a clear revival of interest among Italian consumers, with record values across all the main parameters: in particular, higher penetration and more continuity among purchasing households. But the consumer has changed and growth is no longer driven by low prices: the value of variety and branding is being recognized, and breeders are focusing their efforts on offering ever better varieties.

For blackberries and raspberries, behind the positive Italian growth in volumes and value, signs of fragility are emerging: the category is reaching more households, but with purchases that are on average lighter and less intense. Expansion appears to be driven more by the widening of the buyer base — and partly by prices — than by a real strengthening of consumption. There is still much to be done to improve the shopping experience, which is evidently not yet fully satisfactory.

Rapid growth, therefore, must not make us lose sight of the complexity of consumer behavior and the enormous potential of the berries market, which must be pursued boldly and fully.

The exhibiting companies and visitors of the Berry Area know that Macfrut will once again be an unmissable opportunity in 2026. Meetings, conferences and business gatherings will bring together global operators to fully develop the berries market through new products, technologies and knowledge.