2025 is proving to be a standout year for berries grown in the UK. Thanks to optimal weather conditions and a renewed consumer interest in healthy eating, sales of strawberries, raspberries, blueberries and blackberries are rising sharply across all major grocery retailers.
A record-breaking season
According to British Berry Growers (BBG), total sales of British berries have seen a 24% increase compared to the same period in 2024. This success spans all major varieties – strawberries, raspberries, blueberries and blackberries – with especially strong performances at Tesco, Aldi, Lidl, Ocado, Sainsbury’s, M&S, Morrisons, Waitrose and Iceland.
BBG president Nick Marston described these figures as “a sight for sore eyes”, reflecting on the challenges of recent seasons. “This year we have exceptional fruit, with intense flavour and perfect size,” he emphasized.
Beyond the quality of the harvest, Marston also points to a shift in dietary habits: “More and more people are moving away from ultra-processed foods high in sugar and fat, and turning towards fresh, natural products. Retailers are responding positively, investing in fresh produce departments and promoting healthier choices.”
Strawberries in the spotlight
Strawberries remain the undisputed stars, with over 544,000 tonnes sold since the start of the season – 24% more than in the same period in 2024. This positive trend is evident across all retailers: +24% at Tesco, +32% at Aldi, +33% at Lidl and a surprising +67% at Ocado.
Other major distributors like Iceland, Sainsbury’s, M&S, Morrisons and Waitrose also report increases of over 20%, a clear sign of strong and growing demand.
Raspberry surge
But it's raspberries that are truly surprising, with an even sharper growth rate: +33% year-on-year. Data collected by BBG shows exceptional increases: +77% at Sainsbury’s, +80% at Lidl and a staggering +107% at Ocado.
Marston explains: “Growing conditions have also favoured raspberries, and consumer awareness is increasing regarding their nutritional benefits. High in fibre, they’re ideal for healthy breakfasts or quick snacks.”
Blueberries and blackberries
Despite a later start to the season compared to other fruits, British blueberries are seeing very promising increases. Aldi reports +131%, followed by Morrisons (+115%), M&S (+61%), Lidl (+52%) and Sainsbury’s (+49%).
“Blueberries are loved by everyone: the ultimate superfood,” said Marston. “We’re confident the season will close with a +20% rise over last year.”
Blackberries – although still limited in volume – are also up by 25% in sales. Aldi (+114%), Lidl (+85%), M&S (+62%) and Morrisons (+50%) lead the way.
“There’s still plenty of room for growth,” said Marston, “but we need to raise awareness around blackberries: they’re nutrient-rich, versatile in the kitchen, and perfect for any healthy diet.”
A shift in consumer habits
The 2025 season marks a turning point for the UK berry sector, confirming it as not only an agricultural excellence but also a driver of change in food consumption habits. Quality, flavour and health are making their way into shopping carts — a valuable opportunity to inspire production and trends across Europe.
Text and image source: fruitnet.com
