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

New figures from the trade association show that sales of berries so far this season are up 24% compared to this time last year. Nearly all major retailers are reporting increases in sales of strawberries, raspberries, blueberries, and blackberries.

This comes at a time when the year 2025 has provided Britain with exceptional growing conditions, helping to produce some of the juiciest and tastiest fruit in years, BBG reports.

Broken down by crop, strawberry sales this year to date amount to just over 544.000 tonnes, compared to 439.000 tonnes for the same period last year, an increase of 24%. Tesco saw a 24% increase, followed by Aldi (32%), Lidl (33%), and Ocado (67%), although the latter is starting from a relatively small base.

Iceland, Sainsbury's, M&S, Morrisons and Waitrose have also seen increases of more than 20 percent each.

BBG President, Nick Marston, said: "These sales figures are a relief and come after several difficult seasons. We undoubtedly have some of the best British berries we've seen in years, bursting with flavor and an ideal size."

“But it's also important to recognize that consumers are moving away from ultra-processed and high-fat, high-sugar, and high-salt (HFSS) foods and toward fresh, whole foods, that retailers are embracing the idea of more robustly supporting their fresh produce aisles, and that the government is making all kinds of positive statements to help people find good food.”

The rise of the raspberry

Raspberries have emerged as another standout success story, with sales up 33 percent year-to-date compared to the same period last year.

This is being reflected again in several retailers, with a year-on-year increase of 77 percent at Sainsbury's, 80 percent at Lidl, and 107 percent at Ocado.

“Growing conditions have been equally favorable for raspberries,” Marston explained. “They may be less known for their health benefits than, say, blueberries, but they're a powerhouse of fiber, and I think more and more people are realizing that they're an excellent addition to Greek yogurt, cereal, porridge, smoothies, or any breakfast.”

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

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

“They’re a super fruit, everyone loves them, and I’m sure we’ll see a sales increase of more than 20 percent by the end of this year’s season in the UK,” Marston said.

The British blackberry, the smallest of the four major berries in terms of volume, has also seen year-on-year growth of 25%. Aldi (114% growth), Lidl (85%), M&S (62%), and Morrisons (50%) have all seen significant growth.

Marston noted: “25% growth at this relatively early stage of the season is a strong indicator of what lies ahead for blackberry sales in Britain. Given that overall figures are comparatively low, there is huge scope for growth as more consumers recognize that they are just as nutritionally effective as blueberries and can be used in many interesting ways. We just need to educate more people about their health benefits and when and with what to eat them.”