California Strawberries Retail
STRAWBERRIES DRIVE VOLUME AND DOLLAR GROWTH IN THE FRESH BERRY CATEGORY
The 2025 Strawberry Shopper Playbook provides actionable insights into retail sales drivers and the strawberry shopper path to purchase. The report shows that strawberries continue to dominate the fresh berry category, driving growth in both volume and dollar sales over the past year. It provides a comprehensive view of the strawberry purchase journey from pre-store preferences to post-purchase behaviors.
STRAWBERRIES OUTPACED TOTAL BERRY CATEGORY GROWTH, DRIVEN BY 32 OZ. PACKAGES
TOTAL STRAWBERRY DOLLAR SALES: $5.4 Billion
STRAWBERRY CATEGORY SALES INCREASE VS. 2024: +$491 Million*
Strawberry dollar sales growth outpaced the total berry category in the past year.
Over the past year, the strawberry category increased by $491 million, driven by 32 oz. packages.
Retail dollar growth of 32 oz. packages was achieved without cannibalizing 16 oz. sales.
*Source: Circana, Total U.S., 52 weeks ending 7-13-2025
