According to a survey conducted by Italian Berry among leading industry players during the 2025 edition of Berry Area, blueberry consumption and market value in Italy are expected to continue growing at a double-digit rate in the coming years.
The main results of the survey:
- The Italian blueberry market will grow to 22,800 tonnes in 2030 (+10% CAGR)
- Prices are expected to remain stable around current levels
- Per capita consumption will grow to around 400 grams
- Total market value will rise from the current 166 million euros to 290 million in 2030
Rising consumption: +10% annually until 2030
According to the survey, total blueberry consumption in Italy is expected to rise from the current 12,600 tons (2024) to approximately 22,800 tons by 2030, with a compound annual growth rate (CAGR) of 10%.
The analysis also includes actual data from the past five years (2020–2024) and presents a range of forecasts from industry operators.
Estimates in the most conservative 25% (first quartile) indicate consumption below 20,000 tons (+8% annually), while the most optimistic 75% (third quartile) predict consumption up to 26,000 tons (+11.6% annually).
Per capita consumption: 400 g by 2030
For the first time, in 2024, per capita blueberry consumption in Italy exceeded 200 grams, doubling compared to 100 grams in 2020.
Combining ISTAT projections on the Italian population (declining to 58.6 million by 2030) with forecasts from the Italian Berry panel, individual consumption is also expected to grow, with an annual growth rate of +10%, potentially reaching around 400 grams per person by 2030.
Prices: stability, but divergent scenarios
Over the past two years, the average retail price of blueberries has remained stable, slightly above €13/kg. According to collected forecasts, prices are expected to remain stable between €12 and €13/kg through 2030 in real terms, i.e., excluding inflation.
25% of respondents consider a scenario with prices falling to as low as €11/kg, with an average annual decline of 7%. The main reason is attributed to increased global and domestic supply, which could drive down purchase costs and, consequently, retail prices.
On the other hand, some operators foresee prices rising to as high as €20/kg, mainly due to rising production costs.
Overall, estimates for 2030 range from €9 to €20.5/kg, though the higher projections are isolated and considered exceptional. Interestingly, even looking ahead, prices appear to maintain some independence from basic supply and demand dynamics.
Forecasts for €/kg prices from 2025 to 2030 divide respondents into three groups:
- 10% optimistic: foresee significant price increases
- 59% stable: expect stability with slight variation
- 31% conservative: expect stable or declining prices
Market value: heading towards €290 million
Combining volume and price forecasts outlines a steadily growing market, with a compound annual growth rate (CAGR) of 10%.
From the current €166 million (2024), the value of the blueberry market in Italy could reach and exceed €290 million by 2030, marking an increase of +75%.
Even in the most cautious scenarios, the sector’s value would exceed €200 million, while 25% of forecasts place it above €240 million. Meanwhile, 75% of projections do not exceed €315 million.
In summary, blueberries confirm themselves as one of the most dynamic categories in the Italian fruit and vegetable sector, with growth prospects across the board: consumption, market value, and relevance in consumers’ daily diets.
It will be up to industry players to seize these opportunities and offer a product with quality and pricing in line with consumer expectations.
