The popularity of blueberries in Italy has reached unprecedented levels, with nearly 8 million households incorporating this nutritious berry into their diets.
In 2024, the Italian blueberry market experienced remarkable growth, with approximately 900,000 new households adding blueberries to their shopping carts. This surge brings the total to 7.7 million households, representing 29.3% of all Italian households—a 13% increase from 2023. Notably, 68% of these households are repeat purchasers, indicating strong consumer loyalty.
Market Penetration and Consumption Trends
The penetration of blueberries into Italian households has seen a significant rise over the past five years. In 2020, only 16% of households purchased blueberries, a figure that has nearly doubled to 29.3% in 2024. This upward trend, with the exception of a plateau at 21% between 2021 and 2022, underscores the growing appeal of blueberries among Italian consumers.
Consumption volumes have also mirrored this growth. In 2020, Italian households consumed 6,302 tons of blueberries, which escalated to 12,595 tons in 2024—effectively doubling over five years. This equates to over 330,000 packages of 125 grams each, or approximately 42 tons purchased daily.
Pricing Dynamics
Despite the increased demand, blueberry prices have remained relatively stable. In 2024, the average price was €13.15 per kilogram, slightly lower than the €13.41 per kilogram recorded in 2023. Over the past three years, prices have risen by an average of 5.2% annually, starting from €10.72 per kilogram in 2020.
The burgeoning popularity of blueberries in Italy reflects a broader trend of consumers prioritizing health and wellness. For agricultural stakeholders, this presents a lucrative opportunity to expand blueberry cultivation and meet the escalating demand. Maintaining quality and exploring innovative farming practices will be key to sustaining this growth trajectory in the Italian blueberry market.
