Editor’s note: The following report is from The Packer’s Organic Fresh Trends 2024, which provides insight based on survey responses from consumers. Since 1983, The Packer has sponsored major consumer studies to track trends in the purchases and consumption of fresh produce, documenting the fluctuation in purchases of specific fruits and vegetables as well as changing attitudes toward industry issues.
Organic strawberries are a star in the fresh produce department.
In 2022, retail scan data from Circana indicated organic fresh strawberry sales of $441.8 million, or nearly 6% of total organic produce sales.
2022 sales were off 1.5% compared with 2021, and volume of organic strawberries was 92.7 million pounds, down 5.9% from 2021.
The Packer’s Organic Fresh Trends 2024 survey shows that younger consumers were the most frequent purchasers of organic strawberries exclusively.
For consumers aged 18-29, Organic Fresh Trends 2024 showed that 33% said they purchased organic strawberries exclusively, compared with just 5% of those aged 60 or older.
Fifteen percent of those polled by Organic Fresh Trends 2024 said they purchased organic strawberries exclusively, the same percentage as the 2023 and 2022 surveys.
More info from Organic Fresh Trends 2024
Organic retail sales — Strawberries 2022
- Pounds sold: 92.7 million pounds
- Average retail price per pound: $4.76
- Retail sales: $441.8 million
- Percent of total organic produce sales: 5.6%
- Organic percent of retail strawberries sales: 11.5%
- Change in sales from last year: -1.5%
Source: Circana
Organic purchasing patterns of strawberries
- Organic only: 15%
- Organic at least some of the time: 39%*
*Includes consumers who purchase only organic and those who purchase a combination of both organic and conventional fruit.
Reported ORGANIC ONLY purchase by household income*
- $100k+: 17%
- $50k<$100k: 13%
- $25k<$50k: 16%
- Less than $25k: 16%
*Figures based on annual household income
Reported ORGANIC ONLY purchase by presence of children at home
- 1 kid: 27%
- 2 kids: 23%
- 3 or more kids: 10%
- No kids: 11%
Reported ORGANIC ONLY purchase by region
- Midwest: 15%
- Northeast: 13%
- South: 18%
- West: 14%
Reported ORGANIC ONLY purchase by age*
- 18-29: 33%
- 30-39: 16%
- 40-49: 18%
- 50-59: 8%
- 60+: 5%
*Considering primary household buyers
Reported ORGANIC ONLY purchase by gender
- Women: 18%
- Men: 11%
Reported ORGANIC ONLY purchase by ethnicity
- Asian: 17%
- Black/African American: 31%
- Hispanic: 20%
- Other: 10%
- White/Caucasian: 12%
