Modena continues to be a positive market for berries. From a qualitative point of view, the levels are satisfactory, thanks in part to competitive, even low prices for blueberries, raspberries, and blackberries, which encourage rotation.
Segmentation is also good: there is a variety of standard, premium, and organic blueberries available in several retail outlets, as well as zero-residue options for both blueberries and raspberries. Larger packaging formats are increasingly seen for blueberries in particular, but also for blackberries. As for brands, Sant'Orsola and Garden Frutta stand out, along with a few smaller labels.
This is a brief summary of the findings recorded yesterday, June 3, 2025, by the Berry Observatory in the urban area of Modena, where a survey covered 17 stores from 17 banners belonging to 12 organized retail groups.
The following banners were observed: Aldi, Conad, Conad City, Coop, Dpiù, Ecu, Esselunga, Eurospar, Eurospin, Extra Coop, IN's, iperFamila, Lidl, MD, Sigma, Spazio Conad, U2.
Product range
Each store had between one and eight SKUs, with an average of 4.1 SKUs per store.
Among the 17 stores visited: 88% stocked raspberries; 94% blueberries; 88% blackberries; 41% redcurrants; and 24% offered mixed berry packs ("Tris").
Assortment width
6% of stores carrying berries offered only one SKU. 35% of stores had two or three SKUs, while the remaining 59% carried four or more.
Quality
Quality refers to product integrity, assessed in terms of: absence of significant defects; healthy but suboptimal condition (not fresh, limp, shriveled, dull, lacking bloom); presence of damaged fruits and juice; presence of spoiled fruits and mold.
The groups with the best quality were Aldi, Coop, Despar, Eurospin, Lidl, Sigma, and Unes.
Retail prices
Raspberries (18 records): min. €15.60/kg – max. €31.60/kg – average €20.93/kg
Blueberries (29 records): min. €9.56/kg – max. €27.92/kg – average €16.32/kg
Blackberries (16 records): min. €14.32/kg – max. €26.00/kg – average €19.54/kg
Redcurrants (7 records): min. €23.84/kg – max. €31.92/kg – average €29.58/kg
Mixed packs (4 records): min. €21.67/kg – max. €25.20/kg – average €23.50/kg
Overall (74 records): min. €9.56/kg – max. €31.92/kg – average €19.78/kg
Brands
In the stores visited, berries from a total of 22 brands were found.
The brand with the highest average prices was Vivi Verde Coop, while the lowest average blueberry prices were recorded for Arandano De Palos, followed by SanLucar.
Packaging
45% of the blueberry SKUs recorded were sold in 125-gram net weight packs.
| Retailer | Two-pack | Raspberries | Blueberries | Blackberries | Red currants | Three-pack | Total |
|---|---|---|---|---|---|---|---|
| Ecu | 22,25 | 26,00 | 23,92 | 26,00 | 24,54 | ||
| Sigma | 23,92 | 23,92 | 23,92 | 23,92 | |||
| Dpiù | 31,60 | 15,60 | 23,60 | ||||
| Eurospar | 24,95 | 19,92 | 19,95 | 18,32 | 31,92 | 23,27 | 23,05 |
| Extra Coop | 19,90 | 20,19 | 19,90 | 31,84 | 22,96 | ||
| Esselunga | 23,19 | 20,20 | 19,84 | 23,84 | 25,20 | 22,45 | |
| Conad | 20,64 | 15,49 | 21,44 | 30,24 | 23,87 | 22,33 | |
| Spazio Conad | 19,84 | 18,24 | 20,64 | 29,44 | 22,04 | ||
| Coop | 12,45 | 19,90 | 31,84 | 21,40 | |||
| U2 | 21,95 | 26,32 | 9,56 | 17,16 | 27,92 | 20,58 | |
| Lidl | 19,92 | 12,57 | 19,92 | 17,47 | |||
| Aldi | 13,97 | 19,92 | 16,95 | ||||
| iperFamila | 15,60 | 13,74 | 15,60 | 21,67 | 16,65 | ||
| Eurospin | 15,92 | 9,98 | 23,92 | 16,61 | |||
| MD | 15,92 | 15,92 | 15,92 | 15,92 | |||
| IN's | 15,92 | 14,32 | 15,12 | ||||
| Conad City | 11,93 | 11,93 |
