Strawberry sales drive record growth in 2025, crowning itself as America's favorite berry
According to the California Strawberry Commission’s 2025 Shopper Playbook report, last year strawberry sales increased nearly $500 million despite volumes rising only eight percent year-over-year. Growth could be partly explained by a shortage at the end of the year, driven primarily by lower volumes from the Golden State due to rain.
To maintain momentum, the organization’s report offers retailers insights into sales drivers and shoppers’ path to purchase.
Heavy strawberry buyers prefer big packaging
While devoted fans of America’s favorite berry made the fruit a weekly shopping-list essential, 32-ounce packages emerged as the crowd’s favorite.
More than half of the volume was sold on promotion, but strawberry sales came through, meeting and slightly exceeding last year’s berry category total.
This is not surprising, said Chris Christian, Vice President of Market Insights at the California Strawberry Commission. He says that over 90 percent of strawberry sales in the US are packaged in 16-ounce or 32-ounce clamshells, and when promoted, strawberry sales consistently outperform other berries.
“We have seen an increase in 32 oz packages over the last five years, due to production efficiencies and promotion by retailers,” he explained.
The executive notes that the format accounted for 68 percent of incremental strawberry sales and delivered over 20 percent dollar growth, which roughly translates into $332 million in revenue.
Getting to know the heavy buyer of strawberries
In addition to their preference for 32-ounce packaging, strawberry shoppers are more likely to purchase the berry when it looks fresh and is easy to locate in the store.
Consumers ranked color, ripeness, and overall quality as top priorities. They also valued well-organized displays, clear signage, and convenient store placement.
Heavy strawberry buyers believe fruit kept at low temperatures stays fresher longer, with 61 percent considering refrigeration essential.
This consumer is also more influenced by displays than by price discounts, but that poses no problem for the commodity—even with smaller promotions, strawberries outperform the rest of the category.
Despite costing more than blueberries and blackberries on average, the report says strawberry sales were higher than those of other berries, with an average discount of only 22 percent. In comparison, its blue and black counterparts averaged 29 percent and 27 percent discounts, respectively.
Strawberry demand continues to grow
Strawberry supply will remain strong this season. California, which provides over 90 percent of US strawberries, is increasing its output, according to the executive.
Newly planted areas are at 31,765 acres, representing a five percent increase from 2025, said Christian
“An ongoing transition to newer varieties with improved yields began in 2024 and continues in 2026,” he continued.
Demand for strawberries remains strong, and the plan is to continue supplying retailers with as much fruit as possible.
“Strawberries are a favorite of US consumers and worldwide, and they’re also the most widely available year-round of all the berries,” the executive explained. “Demand for strawberries in the US is increasing, and we expect retail sales to continue to rise in 2026.”
He added that increased plantings and new varieties will support earlier spring production and higher promotable volumes in April.
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