The Italian Berry - Gfk data on the consumption of other berries and mixed packs by Italian families analyzed here refer to the period from 07/01/2023 to 06/30/2024. The comparisons are based on the previous 12-month period.
In particular, this analysis focuses on mixed packages (two, three, four types) and smaller berries (gooseberries, wild strawberries, kiwiberries).
Buyers increasing (+3.3%)
In a population of 25.85 million Italian households, the penetration (percentage of families buying other berries and mixed packages at least once a year) stands at 5.47% (+2.2% compared to the previous period). The total number of families purchasing other berries and mixed packages is therefore 1.41 million (+3.3%).
| Value | Variation | ||
| Families | 25.85 | million | +1.0% |
| Penetration | 5.47 | % | +2.2% |
| Buyers | 1.41 | million | +3.3% |
Market value over €10 million
Italian families buy other berries and mixed packs 1.92 times a year (-12.3% compared to the previous period), purchasing an average of 0.24 kg per time (+2.2%).
With a total of 1.41 million purchasing families, the total volume of other berries and mixed packages purchased in Italy in the last twelve months amounted to 660 tons, with a declining trend in recent years.
The average price during the period was €15.40/kg (-3.2% compared to the previous period).
The overall market for other berries and mixed packages in Italy is therefore worth €10.2 million, down 22% compared to the same period four years ago.
| Value | Variation | ||
| Frequency | 1.92 | Occasions | -12.3% |
| Volume/occasion | 0.24 | kg | +2.2% |
| Buyers | 1.41 | million | +3.3% |
| Volume | 0.66 | 000 tons | -7.3% |
| Price | 15.40 | €/kg | -3.2% |
| Value | 10.16 | million € | -10.3% |
Purchases declining
34.3% of Italian families buying other berries and mixed packs make repeat purchases, meaning more than once a year.
The spending on other berries and mixed packages by Italian purchasing families is €7.18 (-13.2% compared to the previous period), corresponding to 0.47 kg (-10.3%).
The average spending per occasion for other berries and mixed packs is €3.73 (-1.0% compared to the previous period).
| Value | Variation | ||
| Repeat rate | 34.27 | % | -13.9% |
| Volume/buyer | 0.47 | kg | -10.3% |
| Spending/buyer | 7.18 | €/buyer | -13.2% |
| Spending/occasion | 3.73 | € | -1.0% |
The GfK panel data is collected using the HomeScan methodology, with a tool that allows optical reading of EAN codes as well as integrating the survey with other key information (Channel, Brand, Receipt data, specific questions to the purchasing manager). The survey is carried out continuously, enabling a study of the evolution of purchasing behaviors over time, providing a comprehensive view of Italian family behaviors.
