British berry sales are up 24% from this time last year, new data has found.
Data from British Berry Growers has shown almost all major multiple retailers are showing sales increase across strawberries, raspberries, blueberries and blackberries.
Strawberries are the biggest-selling berry in the UK and so far this year sales are at over 544,000 tonnes, compared to 439,000 tonnes at the same point last year, an increase of 24%.
Tesco has seen an increase in sales of strawberries, Aldi 32%, Lidl 33% ad Ocado 67% (albeit from a relatively small base).
Iceland, Sainsbury’s, Marks & Spencer, Morrisons and Waitrose have all also seen increases of more than 20% each.
“These sales figures are a sight for sore eyes and come after a number of difficult seasons,” said Nick Marston, chairman of British Berry Growers. “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.”
Raspberries have also had another standout year with a 33% increase in sales compared with this time last year.
Sainsbury’s has seen a 77% uplift year on year, 80% at Lidl and 107% at Ocado, again from a smaller base.
“Growing conditions have been just as favourable for raspberries; 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,” said Marston.
Blueberries have also seen significant increases, with an over 100% hike at both Aldi and Morrisons. Meanwhile, Sainsbury’s saw a 49% rise, 52% at Lidl and 61% at M&S.
Meanwhile blackberries, the smallest in volume terms, saw a year-on-year increase of 25% in volume 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,” said Marston. “We just need to educate more people on their health benefits and when and what to eat them with.”
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