The Italian mass-market retail landscape is undergoing a phase of profound transformation, increasingly defined by a more selective and aware purchasing approach.
Despite a general climate of economic caution, with around 69% of households paying particular attention to prices, the most recent data highlight a virtuous paradox for certain specific categories: berries are in fact confirmed as undisputed leaders of growth within the fruit and vegetable sector.
Changing habits
The purchasing behavior of Italian consumers has undergone a structural shift. Today, the average spend per shopping act tends to decrease, with a reduction in the number of units placed in the basket (-12.8%), but a significant increase in the shopping frequency (+17.9%).
In this increasingly “fragmented” spending context, products with high added value show surprising resilience. A decisive role in this evolution is played by senior targets, such as the Baby Boomers and the so-called “Re-constructors,” who over the past three years have recorded a much higher increase in spending on FMCG compared to younger age groups, with peaks of growth exceeding 19%.
Blueberries and berries
Within the broader fruit category, which has seen an overall value growth of 9.8% in the past year, the berry segment (excluding strawberries) stands out for its exceptional performance. Data show that market penetration for these products has increased by 14.9%, indicating that an ever-growing number of households have started to include them regularly in their diets.
Even more significant is the figure relating to purchase volume per buyer, which recorded an increase of +21.3%. This trend has also been supported by a slight decline in the average price per kilo (-3.8%), making products such as blueberries more accessible and encouraging more frequent consumption and higher purchase volumes.
Blueberries in particular have emerged as one of the pillars of the category, benefiting from a 14% increase in purchase frequency across the entire berry segment.
Category comparison
While berries and strawberries show consistently positive indicators, other more traditional Italian fruit categories, such as citrus fruit and stone fruit (peaches, nectarines, etc.), are showing signs of decline in both penetration and volume per buyer.
The reasons for this shift in preference lie in several key factors:
- Convenience factor: Berries are perceived as ready-to-eat and suitable for new consumption moments (snacking, breakfast).
- Health perception: Strong scientific backing for their nutritional benefits continues to sustain demand.
- Product loyalty: The repeat-purchase rate for berries remains extremely high at over 72%, indicating consumer satisfaction that goes beyond price sensitivity.
Outlook for the sector
The current scenario shown by the data indicates that the market is no longer driven solely by quantity, but by a strong focus on quality and continuity. The stability of the total annual fruit purchase volume per buyer (around 104 kg) suggests that a redistribution of preferences is taking place: consumers are replacing “commodity” products with more rewarding options.
In conclusion, the trajectory of the berry segment reflects a category in full agronomic and commercial maturity. Its ability to capture high-spending consumer segments and adapt to more frequent purchasing rhythms underlines its strategic importance.
More than a passing trend, the evolution of consumption toward berries represents a structural shift in how value is perceived and purchased within the fruit and vegetable department.
Source: https://it.yougov.com/
