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FAQ: Understanding the 2025 Strawberry Shopper Playbook and $500 Million Category Growth
TL;DR
Retailers can gain a competitive edge by using the California Strawberry Commission's playbook to optimize merchandising and drive category growth through data-backed strategies.
The playbook analyzes retail sales data and shopper behavior to provide actionable recommendations for improving strawberry merchandising and purchase conversion rates.
This research helps advance sustainable strawberry farming practices that benefit farmers, communities, and consumer health through improved industry collaboration.
Strawberries drove 61% of berry category growth with 32 oz. packs adding $332 million in revenue, showing surprising consumer demand.
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The 2025 Strawberry Shopper Playbook is a research guide created by the California Strawberry Commission that provides actionable data and strategic recommendations on retail sales drivers and the strawberry shopper path to purchase for marketers and industry professionals.
Key findings include: strawberries drove 61% of incremental berry category growth (+123 million lbs.), added nearly $500 million in incremental sales, saw 52% of volume sold on promotion generating +36% volume lift, and the 32 oz. package accounted for 68% of incremental sales adding $332 million in revenue.
Strawberries drove substantial growth with volume rising +8% year-over-year, representing 60% of total berry category volume, and dollar sales growing +10% with nearly $500 million in incremental sales added.
The 32 oz. package was particularly successful, accounting for 68% of incremental sales and delivering +20% dollar growth, adding $332 million in revenue to the category.
Promotions were highly effective, with about 52% of strawberry volume sold on promotion during the 52-week period, generating a +36% volume lift on an average discount of -22%.
The target audience includes marketers, retailers, shippers, and industry professionals who can use the data-backed insights to optimize strawberry merchandising strategies, engage with today's strawberry shopper, and capitalize on category momentum.
The research data covers the 52 weeks ending July 13, 2025 compared to the previous year, as noted in the CSC State of the Category report.
The playbook is available for download on the California Strawberry Commission's retail resource page at https://www.californiastrawberries.com/retail.
The California Strawberry Commission represents over 400 strawberry farmers, shippers, and processors, working to advance strawberry farming through programs focused on workforce training, production research, nutrition research, and sustainable farming practices.
The research helps close gaps between rising shopper expectations and in-store experiences, strengthens industry execution, maintains shopper confidence, and provides strategies to inspire more strawberry purchases year-round.
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