On Ukrainian markets and in supermarkets, there is a noticeable decrease in the price of this summer treat. Over the last week, the cost of strawberries has dropped by an average of 21%, and experts predict that in the coming days, prices could plummet even further. Market dynamics indicate that the berry season is in full swing, and competition among sellers is intensifying.
Market oversaturation and the fight for the buyer
The main reason for the sharp price drop is the rapid growth of supply. Southern regions of Ukraine are actively shipping their harvest, creating a surplus of goods. In conditions where demand is assessed by producers as restrained, farmers are forced to make concessions. Perishable products require quick sales, so agrarians are gradually lowering wholesale prices to avoid leaving goods in storage.
Today, the price range for domestic strawberries varies from 120 to 200 hryvnias per kilogram. This is a significant decrease compared to the figures from a week ago.
Import competition
Pressure on prices is exerted not only by local producers but also by importers. Strawberries are being actively imported into the country from Greece, Turkey, and Spain. The cost of foreign berries generally does not exceed 200 hryvnias per kilogram, which puts Ukrainian farmers in a tight spot. To remain competitive against imported products, local farms are forced to adjust their tariffs downwards.
Future forecasts
Despite the current decline, strawberries this year are still more expensive than last year. As of early June 2026, the average market price remains approximately 11% higher than during the same period the previous year. However, market participants are optimistic: a new wave of price drops is expected as early as next week.
The key factor will be the arrival of open-field strawberries. Traditionally, this harvest significantly increases the total supply and has a decisive influence on reducing the cost of the product.
Previously, back in late May, wholesale prices for the berry already showed a 14% decline due to the influx of produce from the south and west of Ukraine. At that time, the cost of garden strawberries dropped to 170–230 hryvnias per kilogram. The current situation confirms the trend of gradual price reduction as the season expands.