The market of blueberry It continues to show very dynamic performance in Italy. In the 12-month period ending in March 2026, more than 9 million Italian families bought blueberries at least once, which raised the category's penetration to over 35%. This sustained growth has been driven primarily by the conventional segment, which continues to be the main engine of market development.

According to data from YouGov Shopper, which monitors consumer purchases through a panel of more than 17.000 households, the main purchasing indicators of blueberry They continue to rise. The average purchase frequency continues to increase and now reaches 7,5 times per year. The average spend per purchase is also increasing, now exceeding €3,6, as is the amount purchased on each occasion.

While the increase in frequency and average spending is in line with the general trend in mass consumption, the rise in quantities purchased per transaction is especially significant, as it shows an increasingly strong connection between the consumer and the category. blueberry.

An increasingly marked seasonality of blueberries

Another aspect that is confirmed once again is the increasing seasonality of consumption. The period of greatest penetration of blueberry It now covers about six months, between February and September, with a particularly marked peak between May and July, when participation exceeds 13%.

A younger buyer profile

From a sociodemographic point of view, the blueberry It presents distinctive characteristics compared to the fruit and vegetable sector as a whole. The category manages to attract younger households, with purchasing managers mostly under 44 years old, in addition to a significant presence of families with children.

At the same time, some characteristics more aligned with the rest of the sector are maintained: a greater weight in northern Italy and a greater concentration in middle-high and high socioeconomic level households.

The supermarket continues to lead in blueberry purchases

Regarding distribution channels, the supermarket continues to be the preferred format for purchasing blueberriesboth in penetration and frequency. This behavior is probably related to the product's delicate nature, packaging formats, and price positioning.

Behind them are discounters and hypermarkets, which still have a significant share in terms of reach, although with lower purchase frequencies, close to four times a year.