Strawberry prices are falling rapidly, but the quality of the berries has declined
Prices for new-crop strawberries continue to fall in Ukraine. Due to warm and sunny weather, the berries have begun to ripen rapidly, leading to a significant increase in market supply. At the same time, producers and sellers are facing another problem—a significant portion of the crop has lost quality due to heavy rains.
According to market analysts, as of mid-June, Ukrainian farmers are selling strawberries at a price of 80–170 UAH per kilogram, which is on average 15% cheaper than a week earlier.
Until recently, producers were selling the berries for 100–190 UAH/kg, but due to the sharp increase in market supply, they were forced to revise their pricing policy.
The price drop is particularly noticeable in the southern and central regions of Ukraine, where weather conditions facilitated rapid ripening of the crop.
Despite the increase in supply, demand for strawberries remains relatively stable. However, sellers note another problem—a high percentage of substandard produce.
According to market participants, prolonged rains have negatively affected the appearance and quality of the berries, causing part of the harvest to lose its marketable appearance.
Currently, the average price of strawberries in Ukraine is already about 11% lower than during the same period last year.
In retail chains, the price of strawberries remains significantly higher than the wholesale price and varies by retailer:
- VARUS — 179.90 UAH/kg;
- Silpo — 229 UAH/kg for farm-grown strawberries;
- “Auchan Ukraine” — 239 UAH/kg.
Thus, the difference between the minimum and maximum retail prices reaches nearly 60 UAH per kilogram.
Experts do not rule out that prices will continue to fall as early as next week. The main reasons cited are a further increase in supply from local producers and inconsistent product quality, which does not always meet buyers’ expectations.
According to market participants’ forecasts, if weather conditions favorable for ripening persist, the trend toward lower strawberry prices may continue.
As of May 25, 2026, Ukraine saw a 10% drop in strawberry prices, while apples, oranges, and lemons remained stable, and bananas rose slightly by 5%.
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