The California Strawberry Commission has released comprehensive research detailing how consumer behavior drove nearly $500 million in incremental sales growth within the strawberry category. The 2025 Strawberry Shopper Playbook provides marketers and industry professionals with actionable data and strategic recommendations based on syndicated retail sales data and quantitative Path-to-Purchase research.
According to the findings, strawberries demonstrated remarkable performance within the broader berry category. Volume increased by 8% year-over-year, with strawberries representing 60% of total berry category volume and driving 61% of incremental growth, equivalent to 123 million pounds. Dollar sales grew by 10%, adding nearly $500 million in incremental revenue to the category.
Chris Christian, Vice President of Market Insights at the California Strawberry Commission, emphasized the significance of these findings. "Strawberries remain a powerhouse in the produce department, driving both volume and dollar growth in the berry category," Christian stated. "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 revealed that promotional activity significantly influenced purchasing behavior. During the 52-week period studied, approximately 52% of strawberry volume was sold on promotion, generating a 36% volume lift despite an average discount of 22%. This indicates that strategic discounting effectively stimulates consumer demand and drives overall category expansion.
Package size emerged as another critical factor in category growth. The 32-ounce package accounted for 68% of incremental sales and delivered 20% dollar growth, adding $332 million in revenue. This finding suggests that larger package sizes resonate with consumers and represent a substantial opportunity for retailers to increase basket size and overall sales.
The 2025 Strawberry Shopper Playbook also examines shopper motivations, purchase drivers, and opportunities to align in-store experiences with rising consumer expectations. By identifying gaps between shopper preferences and current retail execution, the research provides actionable insights to strengthen merchandising strategies and maintain consumer 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 comprehensive guide is designed to help industry professionals understand the complete strawberry purchase journey, from pre-store preferences to post-purchase behaviors, enabling more effective engagement with today's strawberry shopper.
The full research document, including detailed retail sales insights and strategic recommendations, is available for download on the California Strawberry Commission's retail resource page at https://www.californiastrawberries.com/retail. This research matters because it provides concrete evidence of how specific merchandising strategies directly influence consumer purchasing decisions in the highly competitive produce sector, offering retailers a roadmap to optimize performance in a category that demonstrates consistent growth potential.
