The California Strawberry Commission has released comprehensive research detailing how strategic retail practices contributed to nearly $500 million in incremental sales growth for the strawberry category. The 2025 Strawberry Shopper Playbook offers marketers and industry professionals data-driven recommendations to optimize merchandising and capitalize on consumer purchasing patterns.
Based on syndicated retail sales data and quantitative Path-to-Purchase research, the guide provides a complete view of the strawberry purchase journey from pre-store preferences to post-purchase behaviors. Strawberries continue to dominate the berry category, representing 60% of total berry volume and driving 61% of incremental growth with a volume increase of 8% year-over-year. This performance translated to a 10% increase in dollar sales, adding nearly half a billion dollars in revenue to the category.
Promotional strategies proved particularly effective, with approximately 52% of strawberry volume sold on promotion during the 52-week period. These promotions generated a 36% volume lift despite an average discount of 22%. The research also identified packaging as a critical growth driver, with the 32 oz. package accounting for 68% of incremental sales and delivering 20% dollar growth, adding $332 million in revenue.
"Strawberries remain a powerhouse in the produce department, driving both volume and dollar growth in the berry category," said Chris Christian, Vice President of Market Insights at the California Strawberry Commission. "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 playbook addresses the gap between rising shopper expectations and the in-store experience, providing actionable insights to strengthen execution and maintain consumer confidence. For industry leaders, these findings offer concrete strategies to optimize retail performance in a category that demonstrates consistent growth potential. The complete research document is available through the Commission's retail resource portal at https://www.californiastrawberries.com/retail.
For business and technology professionals focused on retail optimization, this research demonstrates how data-driven merchandising decisions can significantly impact category performance. The findings suggest that targeted promotional strategies and optimized packaging formats can drive substantial revenue growth even in established food categories. As consumer preferences continue to evolve, such research provides essential guidance for maintaining competitive advantage in the retail sector.
