The California Strawberry Commission has released its 2024 State of the Strawberry Category Report, showcasing remarkable growth and dominance of strawberries in the fresh berry market. The report highlights a significant 11% year-over-year increase in strawberry volume, outpacing all other berry varieties and solidifying strawberries’ position as a key driver of berry category sales.
According to the report, strawberries maintained a commanding 60% share of the berry category volume, contributing an additional 153.6 million pounds in incremental sales. In terms of dollar sales, strawberries held a 43% share of the total berry category, with a 5% increase translating to an extra $235.9 million in sales.
The data reveals interesting trends in consumer preferences and market dynamics. While conventional strawberries dominated with 91% of total volume, organic strawberries demonstrated impressive growth, outperforming conventional varieties with a 12% volume increase. This suggests a growing consumer interest in organic options within the category.
Packaging trends showed that 16 oz. and 32 oz. packages accounted for 98% of total strawberry sales, with the larger 32 oz. package experiencing a notable 15% increase in volume. This information could be valuable for retailers in optimizing their product offerings and inventory management.
Regional analysis indicated that the Southeast led in category development with a 14% volume increase, while the Northeast held the largest market share. This regional variation highlights the importance of tailored marketing and distribution strategies across different parts of the country.
The report also emphasized the effectiveness of promotional efforts in driving sales. More than half of the strawberry volume was sold on promotion, with an average price discount of 26%. These promotions resulted in a substantial promoted volume lift of nearly 43%, underscoring the responsiveness of consumers to strawberry promotions and the potential for retailers to boost sales through strategic discounting.
Peak season performance was particularly strong, with over 652 million pounds of strawberries sold at retail from April to July, generating $1.7 billion in category sales. This information can help retailers and suppliers better prepare for seasonal demand fluctuations.
Chris Christian, vice president of market insights at the California Strawberry Commission, expressed enthusiasm about the report’s findings, stating, ‘We’re very excited to share the sales opportunities highlighted in our 2024 State of the Strawberry Category Report, which reflects the growing consumer demand for fresh strawberries and the strong performance of retail promotions.’
The implications of this report extend beyond the strawberry industry itself. For retailers, the data provides valuable insights for optimizing product placement, promotional strategies, and inventory management. For consumers, the increased availability and promotion of strawberries could mean better access to this nutritious fruit. The strong performance of organic strawberries also signals a potential shift in consumer preferences towards more sustainable and health-conscious options.
Industry professionals interested in learning more about these trends 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 continues to grow and evolve, this report serves as a valuable resource for stakeholders across the supply chain, from farmers to retailers, helping them make informed decisions to meet consumer demand and drive category growth in the coming years.
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