What is the likelihood of a strawberry purchase in the U.S.?

These bright red berries continued to be a consumer favorite in 2021, finding favor as the No. 2 most popular fruit in Fresh Trends 2022 — a title typically held by apples. Perhaps consumers were seeking out additional sources of vitamin C during the pandemic, but no matter the reason, these fruits found their way into the fridges of more than half of all consumers.

The likelihood of a strawberry purchase increased according to age for the fourth consecutive year. Shoppers 60 and older were the most likely group overall to make a berry purchase.

While a favorite in more than half of family households with kids, strawberries were actually more popular in homes without children. Those with one child living at home were more apt to buy the berries than those with more kids.

Last year, Westerners comprised the region most likely to buy this red fruit; this year, Midwesterners took the top spot, followed by those in the Northeast. Consumers earning $50,0000-$99,999 annually were the top income group to buy strawberries this year.  

Hispanic shoppers and those in the “other” ethnic group were among the most likely to buy strawberries when considering ethnicity. Black consumers were the least likely to buy.

Strawberries have a loyal organic following. One-third of buyers said they chose organic berries at least some of the time—as was the case last year. Shoppers younger than age 40 and those with two kids living at home were the most likely to make a periodic organic purchase. Fifteen percent of buyers said they always bought organic strawberries.