Berries are a hit with all demographics, but The Packer’s Fresh Trends 2024 data reveals where strawberries, blueberries, raspberries and blackberries shine.
Fresh Trends 2024, a survey of more than 1,100 consumers conducted in mid-October 2023, found that 60% of consumers said they purchased fresh strawberries in the previous year, compared with 54% for blueberries, 33% for blackberries and 28% for raspberries.
Higher-income consumers reported the highest percentage of berry purchases in the past year, according to Fresh Trends. Here is a summary of reported purchases by annual household income for berry varieties:
- Strawberries — The highest reported purchase rates are in the $50,000 to $100,000 (65%) and the $100,000-plus income (66%) groups. The lowest purchase rate is in the under $25,000 income group at 41%.
- Blueberries — The highest purchase rate is in the $100,000-plus income group at 68%, while the lowest purchase rate is in the under $25,000 group at 32%.
- Blackberries — The highest purchase rate is in the $100,000-plus income group at 45%; the lowest purchase rate is in the under $25,000 income group at 17%.
- Raspberries — The highest purchase rate is in the $100,000-plus income group at 41%, while the lowest purchase rate is in the under $25,000 income group at 15%.
For all four berries, Fresh Trends 2024 data showed purchase rates were lowest in the under $25,000 income group and highest in the $100,000 and up income group, indicating that berry purchases increase with higher household income levels.
In terms of age demographics, Fresh Trends found that for all four berries, purchases tend to be lowest in the youngest 18-29 age group. Berry purchases increase with older age groups, peaking in the 40s, 50s or 60 and older age ranges depending on the berry. In general, the data suggest that berry purchases increase with age.
Here is selected data on reported berry purchases by age:
- Strawberries — The highest purchase rate is in the 60 or older age group at 64%, while the lowest purchase rate is in the 18-29 age group at 50%.
- Blueberries — The highest purchase rates are in the 50-59 (58%) and 40-49 (57%) age groups; the lowest purchase rate is in the 18-29 age group at 46%.
- Blackberries — The highest purchase rate is in the 30-39 age group at 38.6%, while the lowest purchase rate is in the 18-29 age group at 28%.
- Raspberries — The highest purchase rate is in the 50-59 age group at 35%; the lowest purchase rate is in the 18-29 age group at 22%.
Other factors
Fresh Trends 2024 data showed a slightly higher purchase rate for consumers with dependent children compared to those without. In general, having dependent children in the household corresponds to more frequent reports of berry purchases.
For blackberries, raspberries and blueberries, the data shows higher purchase rates for households with dependent children compared to those without. For these three berries, the highest purchase rate tends to be in households with two or more kids.
However, for strawberries, Fresh Trends data shows a slightly lower purchase rate for households with kids versus those with no kids.
Relative to geographic region, Fresh Trends 2024 data indicated that for blackberries and raspberries, the West region had the highest purchase rates. For blueberries and strawberries, the highest purchase rates were found in the Northeast U.S.
The Midwest consistently had among the lowest purchase rates for all four berry types, according to survey. The specific regional rankings varied by berry, but the Northeast and West tended to have higher berry purchases compared to the Midwest and South regions, according to the data.
White/Caucasian consumers, in general, tended to have the highest or second-highest rate of reported berry purchases across types of berries, while Black/African American consumers consistently had the lowest purchase rates for all berry types, according to Fresh Trends 2024 data.
For example, Fresh Trends 2024 data showed the highest fresh blueberry purchase rates for White/Caucasian consumers at 57%, while 42% of Black/African American consumers reported fresh blueberry purchases.
