Italian strawberries are benefiting from variety improvement and developments in production techniques.

These have helped to bring about an uplift in volumes purchased of more than 31 per cent since 2000, according to data released by GFK Italia.

On the production front, in 2013 the area given over to strawberry production remains stable year on year at nearly 3,700 hectares. An increase in planted area in the main production region of Campania has helped offset declines in other smaller growing area. The main variety grown in the region is Sabrina.