2025 saw an extraordinary acceleration in Italian households’ consumption of blueberries, which came close to 20,000 tonnes and nearly €250 million in total spending.
This increase fits into a multi-year trend: over the past six years, Italian households have more than tripled blueberry purchases in volume.
The category mix is changing
Blueberries are also steadily increasing their importance within the berry category: while until a few years ago their share was around 60%, in 2025 the volume share rose above 80%, while the value share stands at 75%.
At the same time, the consumption shares attributable to raspberries and blackberries are being eroded, and together they account for 18% in value and 13% in volume.
More than one third of Italian households buy blueberries
One of the main indicators explaining the growth in blueberry consumption is penetration, which more than doubled between 2020 and 2025.
In 2020, only 16.5% of households bought blueberries at least once a year; that figure has increased steadily, reaching 34.3%. In other words, more than one in three Italian households knows blueberries and has put them in their shopping basket.
A significant target now appears closer—already reached and surpassed in several major international markets (including the UK, the United States and Poland): the 50% threshold, with blueberries entering one home out of two.
1.4 million households added to the buyer base
Higher penetration first and foremost means the pool of purchasing households expands: it has now exceeded 9 million, compared with just over 4 million in 2020. In the 12 months of 2025, there was a net increase of 1.4 million purchasing households.
Prices down
As for prices, dynamics were less pronounced: after a few years of steady increases between 2020 and 2023, in the last three years blueberry values per kg have declined.
The 2025 average price is €12.33, which equals €1.55 for a 125g pack and €6.16 for a 500g pack.
Household spending up +41% in 2025
Despite lower prices, total spending remains strongly upward and in 2025 came close to €250 million.
In 2025, Italian household spending on blueberries alone exceeded total spending for all berries in 2024 (€239 million).
This confirms a trend that has seen blueberry spending almost quadruple between 2020 and 2025: in the last year alone, consumption increased by more than €70 million compared with the previous year.
Blueberries confirm themselves as the top-performing product in the fruit basket, with all the main indicators pointing in the same direction. This includes a price that—down 5.9% versus 2024—helped increase both spending and volumes purchased.
