The California Strawberry Commission has released comprehensive research detailing how shopper behavior and retail strategies drove significant growth in the strawberry category, with findings showing nearly $500 million in incremental sales gains. The 2025 Strawberry Shopper Playbook analyzes retail sales data and path-to-purchase research to provide marketers and industry professionals with actionable recommendations for optimizing strawberry merchandising.
According to the research, strawberries continue to dominate the berry category, representing 60% of total berry volume and driving 61% of incremental growth with a year-over-year volume increase of 8%. Dollar sales grew by 10% during the measured period, adding substantial revenue to the category. Chris Christian, Vice President of Market Insights at the California Strawberry Commission, noted that strawberries remain a powerhouse in produce departments, driving both volume and dollar growth throughout the berry category.
The research highlights the significant impact of promotional strategies on strawberry sales. During the 52-week period studied, approximately 52% of strawberry volume was sold on promotion, generating a 36% volume lift with an average discount of 22%. This demonstrates the effectiveness of strategic pricing and promotion in driving consumer purchases. The 32-ounce package emerged as a particularly successful format, accounting for 68% of incremental sales and delivering 20% dollar growth, which translated to $332 million in additional revenue.
The playbook also examines shopper motivations and purchase drivers, identifying opportunities to align in-store experiences with rising consumer expectations. By understanding the barriers that prevent purchases and the factors that inspire them, retailers can strengthen execution and maintain shopper confidence throughout the year. The comprehensive guide provides data-backed insights that help industry partners capitalize on the momentum of the strawberry category through optimized strategies.
The complete 2025 Strawberry Shopper Playbook is available for download through the California Strawberry Commission's retail resource page at https://www.californiastrawberries.com/retail. The research offers valuable information for retailers, shippers, and industry partners seeking to understand and leverage the factors driving strawberry category growth in today's competitive retail environment.
