In 2025, the Italian strawberry market confirms a clearly expansive profile. Purchasing households are increasing, penetration is rising, total volumes are growing markedly, and total value reaches a new high in the available series. Further strengthening the picture are the recovery in volume per buyer, the increase in purchase frequency, and the improvement in repeat rate.
The overall reading therefore points to a category in a phase of broad and fairly solid growth, supported both by the expansion of the buyer base and by greater purchase intensity.
Basic indicators and market reach
The reference base, namely Italian households, rises from 26.114 million in 2024 to 26.563 million in 2025, an increase of 449 thousand households, equal to +2.7%. Over the observable 2023-2025 period as well, the trend is upward: from 25.592 million in 2023 to 26.114 million in 2024 and 26.563 million in 2025. This is therefore a KPI showing structural growth.
Purchasing households for strawberries rise from 18.176 million in 2024 to 18.945 million in 2025, a variation of 768 thousand households and +4.2%. Here too, the path is positive throughout the available series: 17.381 million in 2023, 18.176 million in 2024, and 18.945 million in 2025. The figure points to structural growth in the buyer base, which represents one of the category’s main strengths.
Penetration rises from 69.60% in 2024 to 71.32% in 2025, an increase of 1.72 points and +2.5%. Here as well, the trend is progressive: 67.91% in 2023, 69.60% in 2024, and 71.32% in 2025. Strawberries therefore reach more than seven households out of ten, confirming themselves as a category with very broad reach within berries.
These three KPIs clearly indicate that in 2025 the market is also growing through broader reach: more households are entering the category and the presence of strawberries in shopping baskets continues to expand. For the supply chain, this means a very broad consumption base that is still capable of widening further.
Volumes: 2025 combines buyer-base growth with greater intensity
Total volume reaches 86,741 tons in 2025, up from 76,075 tons in 2024. The variation is 10,665 tons, equal to +14.0%. Compared with 2023, when volume stood at 81,555 tons, the 2025 level is also higher. The observable trend is therefore one of structural growth, with particularly strong acceleration in the latest year.
Volume per buyer rises from 4.19 kg in 2024 to 4.58 kg in 2025, an increase of 0.39 kg and +9.4%. However, the KPI shows a non-linear pattern over the available three-year period: 4.69 kg in 2023, a decline to 4.19 kg in 2024, and a recovery to 4.58 kg in 2025. We are therefore looking at a recovery after a decline, signaling stronger purchase intensity even if it does not fully return to 2023 levels.
Volume per occasion stands at 0.63 kg in 2025, essentially in line with the 0.63 kg of 2024, with a slight negative variation of -0.00 kg and -0.7%. In 2023 the figure was 0.67 kg, so the picture is one of moderate decline with recent stabilization. This suggests that the quantity purchased per individual act is not increasing, but at least stops deteriorating significantly.
Purchase frequency improves from 6.59 occasions in 2024 to 7.27 in 2025, with growth of 0.67 occasions and +10.2%. In 2023 it stood at 6.97, so the KPI shows an uneven trend but with clear strengthening in the latest year. In this case, it can be described as a recovery after a decline.
The combination of volume KPIs is particularly favorable. In 2025, strawberries are purchased by more households, with higher frequency and with average volume per buyer recovering. The market, therefore, is not growing only through an expanded buyer base, but also through renewed purchase intensity. This is one of the most positive elements of the current phase.
Value and spending: robust growth, driven mainly by volumes
Total value of the strawberry market rises from EUR 394.387 million in 2024 to EUR 447.423 million in 2025, an increase of EUR 53.036 million and +13.4%. Compared with 2023, when value stood at EUR 390.491 million, the progress is also evident. This is a KPI in structural growth, with very strong acceleration in the latest year.
Spend per buyer increases from EUR 21.70 in 2024 to EUR 23.62 in 2025, a variation of EUR 1.92 and +8.8%. In 2023 the figure was EUR 22.47. Here too, the profile is one of recovery after a decline: after the correction in 2024, 2025 brings average spend per buyer above 2023 levels.
Spend per occasion reaches EUR 3.25 in 2025, versus EUR 3.29 in 2024, with a slight decline of EUR 0.04 and -1.2%. In 2023 the level was EUR 3.23, so the KPI appears in substantial relative stability. This indicates that the value of the individual purchase act changes little, despite a strongly growing market.
Average price declines slightly from EUR 5.18/kg in 2024 to EUR 5.16/kg in 2025, with a variation of -EUR 0.03/kg and -0.5%. In 2023 it was EUR 4.79/kg. The picture is therefore one of growth versus 2023, but with stability or slight correction in the most recent comparison.
The economic reading is very clear: in 2025 the value of the strawberry market grows mainly because of higher volumes and the expansion of the buyer base, more than because of average price, which in fact remains broadly stable or slightly down. This is a very healthy signal for the supply chain, because it indicates development based on real demand and not only on a revaluation of unit price.
Loyalty: already a strong category, with further improvement
Repeat rate rises from 80.69% in 2024 to 81.94% in 2025, an increase of 1.25 points and +1.2%. In 2023 as well, the figure was already very high, at 79.39%. The available trend is therefore one of structural growth, on already very high levels.
This KPI confirms one of the category’s greatest strengths: strawberries not only reach a very large number of households, but also show a high capacity for repeat purchasing. For the supply chain, this is a significant competitive advantage, because it combines breadth of reach with continuity of consumption.
Strawberries consolidate leadership with broad and balanced growth
Over the observable 2023-2025 period, strawberries show a very positive overall evolution. Households, purchasing households, penetration, total volumes, value, and repeat rate all increase. After some signs of decline in 2024 in indicators such as volume per buyer and frequency, 2025 marks a convincing recovery, bringing the category back onto a more robust growth path.
The 2025 vs 2024 comparison highlights a market growing both through expansion of the buyer base and greater purchase intensity. Purchasing households, penetration, total volume, volume per buyer, frequency, value, and spend per buyer all increase. Only volume per occasion, spend per occasion, and average price remain almost stable or slightly down.
The phase experienced by strawberries in 2025 can therefore be defined as a solid, broad, and qualitatively balanced expansion. For the supply chain, the main strengths are very high reach, loyalty, the recovery in purchase intensity, and value growth driven mainly by volumes. Critical issues appear limited and mainly concern the lack of growth in quantity per individual occasion and the substantial stability of average price. Overall, however, 2025 confirms strawberries as the most mature and structured category among berries in Italy.
