The Milan market continues to offer a very broad range in terms of both brands and berries, with very full shelves and large displays.
As a result, availability is good. Italian blueberries are still in full production, with many promotions and large formats, including highly competitive prices for 500-gram packs.
The supply of Italian blackberries is still abundant, as they are also in full production, while raspberries are experiencing a production slowdown, with most of the product coming from abroad, especially Portugal, Spain and Poland.
Prices are good across all product references, with many promotions in place, while overall quality is good and the lots are very fresh.
This is the summary of the Small Fruit Observatory conducted today, 8 July 2026, in the urban area of Milan, Italy. The survey analysed the assortments of 18 sales points from 18 banners belonging to 16 supermarket retail groups: Aldi, Carrefour Express, Carrefour Market, Conad, Esselunga, Eurospin, Il Gigante, iN's, Iper La Grande I, Iperal, Ipercoop, Lidl, Pam, Penny, Prix Quality, Tigros, U2.
Assortments
In the sales points visited, the berry category ranged from a minimum of 2 to a maximum of 9 product references, with an average of 4.7 references per sales point. The assortment percentages in stores were as follows: raspberries 89%; blueberries 100%; blackberries 83%; redcurrants 39%; trio packs 28%; mixed packs 6%.
Range width
Among the sales points with berries in their assortment, 33% offered two or three product references, while the remaining 67% had four or more references available.
Quality
Quality refers to the condition of the product, measured in terms of: absence of significant defects; healthy product but not in ideal condition, meaning not fresh, tired, shrivelled, dull or without bloom; presence of damaged fruit and juice; presence of spoiled fruit and mould.
The groups with the best quality were Carrefour, Conad, Eurospin, Finiper, Iperal, Lidl, Prix, Selex, Tigros, Unes.
Retail prices
Berry prices vary:
Raspberries (23 observations): average €19.34/kg (€11.92 - €26.24/kg)
Blueberries (51 observations): average €14.89/kg (€7.92 - €29.44/kg)
Blackberries (18 observations): average €15.30/kg (€11.92 - €23.12/kg)
Redcurrants (8 observations): average €20.75/kg (€15.20 - €31.92/kg)
Trio packs (5 observations): average €21.82/kg (€14.98 - €25.87/kg)
In total, 105 observations were carried out, with an overall average price of €16.71/kg (€7.92 - €31.92/kg).
Brands and packs
Across the sales points analysed, berries from a total of 30 brands were present.
The brand with the highest average prices in the category was Esselunga Bio. The brand with the lowest average prices for blueberries was Op Apol, followed by Mediterraneo.
Packaging
Among blueberry product references, 43% were sold in 125-gram packs.
