‘Spectacular’ sales growth for British berries

British berries are enjoying a “spectacular” season in terms of both fruit quality and sales, according to British Berry Growers (BBG).

New figures from the trade body show that berry sales so far this season are up 24 per cent on this time last year. Almost all major multiple retailers are showing sales increases across strawberries, raspberries, blueberries and blackberries.

It comes as 2025 has provided Britain with exceptional growing conditions, helping to produce some of the juiciest, most flavourful fruit in years, BBG reports.

Breaking down by crop, this year’s strawberry sales to date are at just over 544,000t, compared to 439,000t at the same point last year, an increase of 24 per cent. Tesco has seen a 24 per cent increase, with Aldi up 32 per cent, Lidl 33 per cent and Ocado 67 per cent, albeit from a relatively small base in the case of the latter.

Iceland, Sainsbury’s, M&S, Morrisons and Waitrose have all also seen increases of more than 20 per cent each.

BBG chair Nick Marston said: “These sales figures are a sight for sore eyes and come after a number of difficult seasons. We undoubtedly have some of the best British berries we’ve seen in years, bursting with flavour and beautifully sized.

“But it’s also important to recognise that consumers are shifting away from ultra-processed and HFSS foods towards fresh and whole foods more, that retailers are rising to the idea of putting their shoulder more firmly behind their fresh aisles, and government is making all sorts of positive noises about helping people find good food.”

Raspberry rise

Raspberries have emerged as another standout success story, with a 33 per cent rise in year-to-date sales compared to the same time last year.

That is again being reflected across several retailers, with a 77 per cent uplift year on year at Sainsbury’s, 80 per cent at Lidl and 107 per cent at Ocado.

“Growing conditions have been just as favourable for raspberries,” Marston explained. “They are perhaps less known for their health benefits than, say, blueberries, but they are fibre powerhouses and I think increasingly people understand they are a great addition to Greek yoghurt, cereal, porridge, smoothies or whatever kind of breakfast people have.”

While smaller than either strawberries or raspberries in terms of total volume, and despite a later start to their season, there are also strong reasons to be optimistic about British blueberry sales, according to BBG.

Aldi has seen a 131 per cent increase in sales of British blueberries, while Sainsbury’s is up 49 per cent, Lidl 52 per cent, M&S 61 per cent and Morrisons a whopping 115 per cent.

“They’re a super fruit, everyone loves them and I’m confident we’ll see a sales increase of more than 20 per cent by the time we get to the end of this year’s UK season,” Marston said.

The smallest, in volume terms, of the four major berries, British blackberries are also up so far year on year by 25 per cent. Aldi (114 per cent growth), Lidl (85 per cent), M&S (62 per cent) and Morrisons (50 per cent) are all showing significant growth.

Marston noted: “25 per cent growth at this relatively early part of the season is a strong indicator of what’s to come for British blackberry sales. Given the overall numbers are comparatively low, there is enormous room for growth as more and more consumers recognise they are as nutritionally strong as blueberries and can be used in a host of really interesting ways. We just need to educate more people on their health benefits and when and what to eat them with.”