In Milan’s large-scale retail (GDO), berry prices are rising across the entire category, due to the shortage of raspberries, blackberries, blueberries and also red currants, which are nearing the end of the Italian season. As a result, Dutch product is starting to appear on refrigerated shelves.
As for pack sizes, they are therefore reduced in line with price levels; there are some larger formats available, but the product is mainly sold in 125-gram packs.
Shelves are not sufficiently stocked and brands vary, although the presence of the leading ones remains very strong. Regarding origins, raspberries are mainly from Morocco and Spain, blueberries from Chile, with the first Moroccan blueberries appearing in premium lines, while blackberries are exclusively from Mexico.
This is the summary of the Berry Observatory conducted today, 11 February 2026, in the urban area of Milan (Italy), which surveyed assortments in 17 stores belonging to the following retail chains: 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.
Limited assortments
In the stores visited, the berry category featured a minimum of 1 and a maximum of 8 SKUs, with an average of 3.8 SKUs per store. The assortment percentages across stores were as follows: raspberries 71%; blueberries 94%; blackberries 59%; red currants 41%; mixed packs 24%.
Range width
Six percent of stores carrying berries offered only one SKU, 41% had two or three SKUs, while the remaining 53% had four or more SKUs available.
Selling prices
Berry prices are variable:
Raspberries (17 observations): average €25.16/kg (€15.92 – €28.72/kg)
Blueberries (36 observations): average €15.75/kg (€9.80 – €31.92/kg)
Blackberries (12 observations): average €22.42/kg (€15.92 – €26.24/kg)
Red currants (7 observations): average €22.97/kg (€19.84 – €23.92/kg)
Mixed packs (5 observations): average €21.58/kg (€14.98 – €25.87/kg)
A total of 77 price checks were conducted, with an overall average price of €18.90/kg (€9.80 – €31.92/kg).
Brands and packaging
Across the stores analyzed, berries from a total of 24 brands were present.
The brand with the highest average prices in the category was Almaverde Bio. The brand with the lowest average prices for blueberries was Camposol, followed by Widmann.
Packaging
Fifty-six percent of blueberry SKUs were sold in 125-gram packs.
