Unlike blueberries, raspberries still struggle to establish themselves among the purchasing preferences of Italian households.
After the extraordinary increase recorded in 2021 (also due to the Covid-19 crisis), volumes have returned to a slight growth trend, with a 15% increase in quantities over the five-year period 2020-2024.
In 2024, Italian households purchased 2,098 tons of raspberries, equivalent to approximately 5.7 tons per day.
From the perspective of total market value, over the last five years, raspberries have recorded a steady increase, rising from €27.3 million in 2020 to €38.1 million in 2024 (+40%).
With an Italian population of 26.1 million households, penetration (the percentage of households purchasing raspberries at least once a year) stands at 13.14% (+0.1 percentage points compared to the previous period). The total number of households purchasing raspberries is therefore 3.4 million (+2.5%).
Penetration has shown a slight upward trend in recent years, recovering from the decline recorded in 2022.
However, the slight increase in penetration is offset by a more negative indicator: the repeat purchase rate is declining. The percentage of purchasing households that buy raspberries more than once a year has decreased from 55.8% to 52.6% in one year. In absolute terms, this means that over 100,000 households have slowed down their raspberry purchases.
Italian households purchase raspberries 3.67 times per year (+3.9% compared to the previous period), buying an average of 0.17 kg per purchase (-5.1%).
The decrease in volume per purchase aligns with a more cautious behavior among households.
Overall, purchasing patterns show more careful spending, with smaller quantities purchased more frequently—especially for perishable products like raspberries.
The average price for the period was €18.19/kg (+7.2% compared to the previous period).
The five-year trend from 2020-24 has seen a steady increase in the average price: unit values have risen by 21.5% over this period.
The average price of raspberries in 2024 corresponds to €2.27 for a standard 125g package.
The expenditure on raspberries by purchasing Italian households amounts to €11.12 (+5.7% compared to the previous period), corresponding to 0.61 kg (-1.4%).
The quantities purchased have been steadily declining during the 2022-24 period, particularly compared to the peak of 0.88 kg recorded in 2021.
The Italian Berry - YouGov data on blueberry consumption by Italian households analyzed here refer to the period 01/01/2024 - 31/12/2024. Comparisons are based on the previous 12-month period.
The YouGov panel survey is conducted using the HomeScan methodology, which allows optical reading of EAN codes and integrates the survey with other essential information (Channel, Store, Receipt Information, Specific Questions to the Purchasing Manager). The survey is conducted continuously, allowing for the study of purchasing behavior trends over time, providing a comprehensive interpretation of Italian household behavior.
