Dried and dehydrated fruit appeals to consumers because it is good for you
Dried and dehydrated fruit appeals to consumers because it is good for you
- Information
Consumers' perception of dried fruit and nuts is entirely positive. In the sector, the leading segment is shelled products sold as single varieties or in mixes, but the percentage growth of seeds is also significant.
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n the year ending 24 August 2025, the dried fruit and nuts market generated total sales of 1,373 billion euros, recording a value trend of +10,8% compared with the previous year, following an increase in the average price of 5,4%. Volume sales also grew compared with 2024 (+5,1%), reaching almost 114 million kilograms, as did pack sales (+6,9%). The range per store also increased (+5,7%), while promotional intensity declined by 2% (NIQ data, total Italy, Hypermarkets+Supermarkets+Free-service stores+Discount stores).
Geographical areas and distribution channels
Value growth is widespread, both across NIQ areas and distribution channels. “Geographically – states Stefano Battaglia of NIQ – the greatest growth was recorded in Area 5,6%, both in value (+14,1%) and volume (+7,5%), while Area 1 remains the most important market in terms of sales location by value (31,7%) and volume (31,8%), followed by Area 2 with 25,7% of sales and 25,9% of volumes, which has an average number of listings per store of 75,3, up 3,9% compared with the previous year. This is followed by Area 3 with 25,5% market share by value and Area 4 
with 17,1%”. Among distribution channels, supermarkets, which account for 39,3% of the category’s turnover, recorded the highest growth in sales (+14,6%), driven by an increase in the average price of 4%. Volume also increased across all channels, led by supermarkets (+10,2%), followed by self-service stores (+7,1%) and hypermarkets (+5). “A contraction in promotional activity was observed across all channels – Stefano Battaglia continues – especially in discount stores (-3,7%). Hypermarkets are the most heavily promoted channel (any promo intensity index 24,2%) and the one recording the greatest increase in prices in €/kg (+6,4%). Although self-service stores recorded positive value and volume sales trends, they are the least important channel for the dried fruit and nuts category (6,7% sales location by value and the same area’s sales location by volume)”.
Segment performance
The shelled dried fruit and nuts segment is the main market, with a value share of the category of 59,5% and accounting for 50,4% of quantities sold. It recorded a positive trend in terms of turnover (+11%) and volume (+5,2%), despite the increase in prices per kg (+5,5%), which stood at 14,23 euros per kilo. In the shelled dried fruit and nuts segment, the three leading subsegments by value sales are: almonds (+10,6% by value and +3,7% by volume), mixes (+12,5% by value and +10,9% by volume) and walnuts (+15,4% by value and +9,2% by volume). The second segment by value share of the market (17,6%) is dried, dehydrated and coated fruit. Within this segment, the dried fruit subsegment is the leading one for value and volume sales, which increased by 8,3% and 1,9% respectively. However, the dehydrated fruit subsegment, the second in terms of value sales, went on to demon
strate the highest growth trends: +12,3% in turnover and +14,8% in quantities sold. This volume increase occurred despite the rise in the average price (+5,8% price per kg), which thus settled at 16,11 euros per kilo. Next comes the in-shell dried fruit and nuts subsegment, with a value share of 17,3% of the total market. The best-selling variety is pistachios, which recorded +6,1% by value but saw volume sales fall by 1,1%, due to an increase in the average price (+7,2%) which settled at 17,13 euros per kilo. “Bringing up the rear – concludes Stefano Battaglia – are seeds, with a value share of total dried fruit and nuts of 5,6%; however, they recorded an increase in value sales of 28,8%, mainly thanks to pumpkin seeds (+17,5%) and chia seeds (+112,6%). The subsegment's volume trends were also positive, achieving +26,3% on quantities sold”.
Read more about DM Magazine October 2025
This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.
