In 2025, the Italian raspberry market shows an expansion phase in terms of both buyer base and total value, but with signs of a progressive reduction in the quantity purchased per individual buyer and per purchasing occasion. In short, raspberries are entering the shopping baskets of a growing number of households, but with average purchase acts that are lighter than in previous years.
The reference base, namely Italian households, rises from 26.114 million in 2024 to 26.563 million in 2025, an increase of 449 thousand households (+2.7%). On this broader base, the market records a strong increase in both buyers and penetration.
Buyers and penetration
Buyers rise from 3.434 million in 2024 to 3.992 million in 2025, a growth of 558 thousand buyers (+16.2%). This is one of the strongest signals in the table: the market is broadening significantly.
Penetration also increases substantially, from 13.15% to 15.03%, up by 1.88 percentage points (+14.3%). This means that in 2025 raspberries reach a significantly wider share of Italian households.
Looking at the five-year period, the picture becomes even more interesting. After the decline in 2022, when buyers had fallen to 2.765 million and penetration to 10.80%, the market recovered in 2023 and continued to grow in 2024 and 2025. Compared with 2021, buyers are up by about 19.8%, while penetration increases by about 17.6%. The market is therefore more widespread today than it was at the beginning of the period.
Total volumes: recent recovery, but still below 2021
Total volume purchased in 2025 reaches 2,308 tons, up from 2,100 tons in 2024. The year-on-year increase is 208 tons, equal to +9.9%.
However, the long-term reading tells a more nuanced story. In 2021, volume stood at 2,916 tons; in 2022 there was a sharp contraction to 1,890 tons, followed by a gradual recovery in 2023, 2024, and 2025. Despite the rebound over the last three years, the 2025 level remains about 20.9% below 2021. In other words, the market has recovered diffusion and value faster than it has recovered physical volumes.
Volume per buyer: broader purchasing, but lighter baskets
Perhaps the most significant figure in the entire table is the continued decline in volume per buyer. In 2025 it stands at 0.58 kg, compared with 0.61 kg in 2024, a change of -5.5%. The trend is clearly downward throughout the whole five-year period: 0.88 kg in 2021, 0.68 kg in 2022, 0.62 kg in 2023, 0.61 kg in 2024, and 0.58 kg in 2025.
Compared with 2021, the reduction is about 34%. This indicates that raspberry growth in Italy is being driven mainly by the increase in buyers, not by stronger individual purchasing intensity.
Volume per occasion and frequency
Volume per trip, meaning the average quantity purchased per shopping occasion, also continues to decline: from 0.17 kg in 2024 to 0.16 kg in 2025 (-2.1%). In 2021 it stood at 0.24 kg, so the long-term decline is very marked, around 33%.
Purchase frequency declines from 3.67 to 3.55 occasions per buyer per year, a decrease of 0.13 occasions (-3.4%). Over the five-year period, frequency has remained relatively stable, fluctuating between 3.48 and 3.68, but without showing structural growth.
Taken together, these two KPIs explain well the fall in volume per buyer: in 2025 consumers buy slightly less often and, above all, buy less product on each occasion.
Market value: five-year high
Total value of the market reaches EUR 42.714 million in 2025, up by EUR 4.512 million from EUR 38.202 million in 2024 (+11.8%). This is the highest value in the entire series.
Across the five-year period, the trend has been uneven but structurally upward: EUR 34.191 million in 2021, a drop to EUR 28.731 million in 2022, then a recovery to EUR 35.223 million in 2023, growth to EUR 38.202 million in 2024, and a further jump in 2025. Compared with 2021, value increases by about 24.9%.
This dynamic confirms that the raspberry market is gaining economic weight, even if it is not growing at the same pace in physical volumes.
Spend per buyer and spend per occasion
Spend per buyer declines from EUR 11.12 in 2024 to EUR 10.70 in 2025, a change of -3.8%. After reaching the series high in 2024, the indicator therefore shows a slight correction in 2025.
Over the longer period, however, spend per buyer remains above 2021 levels, when it stood at EUR 10.26. The 2021-2025 comparison still shows growth of about 4.3%.
Spend per trip remains essentially stable: EUR 3.03 in 2024 and EUR 3.02 in 2025 (-0.4%). Over the five-year period, however, there is growth compared with EUR 2.79 in 2021, an increase of about 8.2%. This reflects a balance between lighter pack sizes and higher unit prices.
Average price: steady increase
Average price rises from EUR 18.19/kg in 2024 to EUR 18.51/kg in 2025, an increase of EUR 0.32/kg (+1.7%).
Over the five-year period, the growth is very clear: from EUR 14.68/kg in 2021 to EUR 18.51/kg in 2025, equal to about +26.1%. This KPI is one of the main drivers behind the increase in market value: raspberries are worth more per kilogram, and this partly offsets the lower purchase intensity in terms of quantity.
Repeat rate
Repeat rate rises from 52.66% in 2024 to 54.82% in 2025, an improvement of 2.16 points (+2.2%). This is a favorable signal, as it indicates a greater ability of the category to bring back consumers who have already purchased.
In the historical comparison, repeat rate stood at 56.10% in 2022 and 55.83% in 2023. The 2025 figure therefore recovers part of the loss recorded in 2024, but still does not return to the best levels in the available series.
Overall reading of the five-year period
In the 2021-2025 period, the Italian raspberry market shows five main trends. The first is the expansion of the buyer base, particularly evident over the last three years. The second is the increase in penetration, bringing raspberries into the shopping basket of a wider share of households.
The third is the recovery in total volumes after the 2022 low, although the rebound is still not enough to return to 2021 levels. The fourth is the structural reduction in volume per buyer, driven by lighter pack sizes or smaller purchase acts. The fifth is the strong growth in unit value, supported by rising average prices.
What the last two years show
The 2025 vs 2024 comparison shows a market growing mainly through broader reach rather than greater intensity. There are strong increases in buyers, penetration, total volume, and total value. At the same time, volume per buyer, volume per trip, frequency, and spend per buyer all decline, while average price continues to rise and repeat rate improves.
The conclusion is that in 2025 raspberries are purchased by more households, generate more turnover, and show a broader consumption base, but remain a category where the individual purchase act tends to stay limited. For the supply chain, this means there is still room to work not only on recruiting new buyers, but also on increasing both the average quantity purchased and purchase frequency, which today represent the two main levers for development.
