In early July 2025, purchase prices for raspberries intended for freezing in Ukraine increased rapidly. As reported by EastFruit, as of the first week of the month, the cost reached UAH 85–95 per kilogram (EUR 1.7–1.9), which means an increase of 55–70% in just ten days. Such a sudden increase is associated with a supply shortage on foreign markets and an increase in global demand for this berry.

The highest prices are currently recorded in the western regions, in particular in Lviv, while in the central regions - in Khmelnytskyi and Vinnytsia regions - purchase prices remain closer to the lower limit of the specified range. The market reacts to fluctuations in the harvest and demand instantly, which is what caused the current price jump.

Despite the price increase in Ukraine, prices here are still significantly lower than in Serbia, a traditional competitor in the frozen raspberry market. In some Serbian regions, the cost has already exceeded 5.2 euros/kg, and the average level is 3.85–4.00 euros. However, as analysts note, the Serbian market is showing signs of financial instability: processors are paying farmers in part, leaving half of the amount at the end of the year.

Experts warn that prices in Serbia may be the result of market panic, and not a real increase in cost. After all, with freezing and packaging costs in the range of 5.5–6.7 euros/kg, profitable exports to the USA and Canada are complicated by the strengthening of the euro against the dollar. This opens up additional opportunities for Ukraine, where costs are still lower.

Ukrainian processors have not yet reached the peak of the season: the harvest of remontant raspberries, which traditionally yield the largest volumes of harvest, is ahead. Under favorable weather conditions and the absence of new threats to infrastructure, the purchase price for it can reach 100–120 UAH/kg (2.0–2.4 EUR), which is still significantly more profitable for international buyers than products from Serbia.

Thus, the current situation opens a window of opportunity for Ukraine to strengthen its position in the global frozen berry market. A successful completion of the season will not only increase foreign exchange earnings, but also consolidate the country's status as an important player in the international berry trade. However, this scenario depends on a number of external factors, including the military situation, weather conditions, and the stability of the energy infrastructure.