The California Strawberry Commission has released its 2024 State of the Strawberry Category Report, which demonstrates significant growth and market dominance for strawberries in the fresh berry sector. The report indicates an 11% year-over-year increase in strawberry volume, surpassing all other berry varieties and reinforcing strawberries as a primary driver of berry category sales. Strawberries maintained a 60% share of berry category volume, adding 153.6 million pounds in incremental sales, while dollar sales grew 5% to contribute an additional $235.9 million, accounting for 43% of total berry category sales.
Consumer preferences and market dynamics revealed notable trends, with conventional strawberries dominating at 91% of total volume, yet organic strawberries showed stronger growth with a 12% volume increase, suggesting rising consumer interest in organic options. Packaging analysis found that 16 oz. and 32 oz. packages made up 98% of strawberry sales, with the 32 oz. package experiencing a 15% volume increase, offering insights for retailers in product optimization and inventory management. Regional data showed the Southeast leading in category development with a 14% volume increase, while the Northeast held the largest market share, emphasizing the need for tailored marketing and distribution strategies across different areas.
Promotional efforts proved highly effective, with over half of strawberry volume sold on promotion at an average 26% discount, resulting in a 43% promoted volume lift, highlighting consumer responsiveness and retail opportunities for strategic discounting. Peak season performance from April to July was particularly strong, with over 652 million pounds sold at retail generating $1.7 billion in category sales, aiding retailers and suppliers in preparing for seasonal demand. Chris Christian, vice president of market insights at the California Strawberry Commission, expressed enthusiasm about the findings, noting the report reflects growing consumer demand and strong retail promotion performance.
The report's implications extend beyond the strawberry industry, providing retailers with valuable insights for product placement, promotional strategies, and inventory management, while increased availability and promotions may improve consumer access to this nutritious fruit. The growth of organic strawberries signals a potential shift toward more sustainable and health-conscious options. Industry professionals can access a summary of the State of the Category findings and additional information on retail sales and shopper trends at https://www.californiastrawberries.com/retail. As the strawberry industry evolves, this report serves as a resource for stakeholders across the supply chain, aiding informed decisions to meet consumer demand and drive category growth in coming years.
