The California Strawberry Commission's 2024 State of the Strawberry Category Report underscores the fruit's significant growth and dominance in the fresh berry market, with an 11% year-over-year increase in volume. Strawberries now command a 60% share of the berry category volume, contributing an additional 153.6 million pounds in sales, and a 43% share in dollar sales, marking a 5% increase that translates to an extra $235.9 million.
Consumer preferences are shifting, with organic strawberries showing a 12% volume increase, outpacing conventional varieties, which still dominate with 91% of total volume. Packaging trends indicate that 16 oz. and 32 oz. packages account for 98% of sales, with the larger size seeing a 15% volume increase, offering retailers insights into inventory management.
Regional analysis reveals the Southeast's 14% volume increase leads in category development, while the Northeast holds the largest market share, suggesting the need for tailored marketing strategies. Promotional efforts have been effective, with more than half of strawberry volume sold on promotion, resulting in a 43% volume lift, highlighting consumer responsiveness to discounts.
Peak season performance was strong, with over 652 million pounds sold from April to July, generating $1.7 billion in sales, providing valuable data for seasonal demand preparation. Chris Christian of the California Strawberry Commission highlighted the report's findings as reflective of growing consumer demand and the effectiveness of retail promotions.
The report's implications are vast, offering retailers insights into product placement and promotions, and signaling a consumer shift towards sustainable options. For more details, visit https://www.californiastrawberries.com/retail. This report is a crucial resource for stakeholders aiming to meet consumer demand and drive growth in the strawberry category.
