The California Strawberry Commission has published comprehensive research detailing the factors behind significant retail growth in the strawberry category, with findings showing shoppers contributed to nearly $500 million in incremental sales. The 2025 Strawberry Shopper Playbook analyzes retail sales data and consumer purchase journeys to provide actionable strategies for industry professionals seeking to enhance merchandising and drive category expansion.
According to the research, strawberries demonstrated remarkable performance within the berry category, with volume increasing by 8% year-over-year. This growth represented 60% of total berry category volume and drove 61% of incremental growth, equivalent to 123 million pounds. Dollar sales showed even stronger momentum, growing by 10% and adding approximately $500 million in incremental revenue to the category.
The study identified promotional activity as a significant driver of this growth, with approximately 52% of strawberry volume sold on promotion during the 52-week research period. These promotions generated a 36% volume lift despite an average discount of 22%, indicating strong consumer responsiveness to price incentives. 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.
Package size emerged as another critical factor in category expansion, with the 32-ounce package accounting for 68% of incremental sales. This package size delivered 20% dollar growth and added $332 million in revenue, demonstrating consumer preference for larger quantities. The research provides detailed analysis of shopper motivations, purchase drivers, and opportunities to align in-store experiences with rising consumer expectations.
The 2025 Strawberry Shopper Playbook offers retailers, shippers, and industry partners data-backed insights to optimize strategies and capitalize on strawberry category momentum. By examining the complete purchase journey from pre-store preferences to post-purchase behaviors, the guide helps identify both drivers that inspire purchases and barriers that prevent them. This comprehensive approach enables retailers to strengthen execution and maintain shopper confidence throughout the year.
The full research document is available for download on the California Strawberry Commission's retail resource page at https://www.californiastrawberries.com/retail. Industry professionals can access the complete findings to inform merchandising decisions and promotional planning. The research methodology incorporated syndicated retail sales data and quantitative Path-to-Purchase research covering the 52 weeks ending July 13, 2025, compared to the previous year.
For the retail industry, these findings provide valuable guidance for maximizing produce department performance, particularly as consumers continue to prioritize fresh fruits in their shopping habits. The data suggests that strategic promotion of larger package sizes during key selling periods could further accelerate category growth. As consumer preferences evolve, such research becomes increasingly important for maintaining competitive advantage in the dynamic retail environment.
