The California Strawberry Commission has released comprehensive research detailing how consumer behavior drove nearly $500 million in incremental sales for the strawberry category over a 52-week period. The 2025 Strawberry Shopper Playbook, based on syndicated retail sales data and quantitative Path-to-Purchase research, provides marketers and industry professionals with actionable insights to optimize strawberry merchandising and drive continued category growth.
According to the research, strawberries remain a dominant force in the produce department, with volume increasing 8% year-over-year and representing 60% of total berry category volume. The category drove 61% of incremental growth, adding 123 million pounds to the market. Dollar sales grew 10%, contributing nearly $500 million in additional revenue to the berry category.
Chris Christian, Vice President of Market Insights at the California Strawberry Commission, emphasized the significance of these findings for retailers. "Strawberries remain a powerhouse in the produce department, driving both volume and dollar growth in the berry category," Christian said. "Our new merchandising research offers a clear view of what's driving category growth and offers strategies retailers can use to inspire more purchases year-round."
The research reveals several key drivers behind this growth. Promotional activity played a significant role, with approximately 52% of strawberry volume sold on promotion during the study period. These promotions generated a 36% volume lift with an average discount of 22%. Package size also emerged as a critical factor, with the 32-ounce package accounting for 68% of incremental sales and delivering 20% dollar growth, adding $332 million in revenue.
The 2025 Strawberry Shopper Playbook goes beyond sales data to examine the complete shopper journey, from pre-store preferences to post-purchase behaviors. It identifies shopper motivations, purchase drivers, and opportunities to bridge gaps between rising consumer expectations and the in-store experience. This comprehensive approach helps the industry strengthen execution and maintain shopper confidence in strawberry products.
"This playbook provides retailers, shippers, and industry partners with the data-backed insights needed to optimize their strategies and capitalize on the momentum of the strawberry category," Christian explained. The research is particularly important for retailers seeking to maximize produce department performance, as strawberries demonstrate strong consumer demand and significant growth potential even in competitive market conditions.
The full 2025 Strawberry Shopper Playbook is available for download on the California Strawberry Commission's retail resource page at https://www.californiastrawberries.com/retail. The findings provide valuable guidance for food retailers nationwide as they navigate changing consumer preferences and seek to optimize their fresh produce offerings for maximum profitability and customer satisfaction.
