Consumer News

Your Red Edge to Increased Sales and Profits
California Strawberries have The Red Edge ®, to drive produce department sales. For one, they’re popular: consumers rated strawberries as their absolute favorite fruit, citing their healthiness, convenience and great taste as the top three reasons to dig in. As the number one red fruit in the 5-A-Day the Color Way program, they’re at the top of shopping lists. This unique combination of taste, convenience and health gives them The Red Edge you can take straight to the bank.

Consumer Survey Results
The California Strawberry Commission recently conducted a study of consumer attitudes and usage of strawberries, uncovering a gold mine of information you need to know.

Like a Bull to a Red Flag...
Your customers are looking for strawberries in your produce department. Strawberries are among the top five most frequently consumed fruits, and strawberry consumption is growing faster than any other fruit. In fact, one in five households report eating more strawberries in the last year.

• 96% of your customers eat strawberries several times a month during peak season
  
• 88% of this group say they would purchase fresh strawberries year-round
  
• 85% say they could eat strawberries every day

Consumers who eat strawberries at least once a week make up 36% of all users. Among these:

• 28% of those who eat strawberries more than once a week shop a store based on the quality of strawberries
  
• 29% choose a store with strawberries as an advertised special
  
• 15% buy organic strawberries, even at a higher price
  

What if You Don’t Have Strawberries?

• 17% would go to another store to find them
  
• 20% won’t buy anything else as a substitute
  
• 30% of your customers will always or often buy another fruit
  

Size Does Matter
Clamshell packaging continues to dominate the market, capturing 94% of strawberry category dollar sales for the 52 weeks ending 3/27/05. The one-pound package was 82% of strawberry dollar sales, followed by the two-pound at 8% and four-pound at 4%.

Nutrition Counts
Virtually everyone knows strawberries are healthy—48 percent rate them above other fruits, noting that they are “one of the most healthy fruits you can eat”, or are “one of the fundamentals of a healthy diet.”

Eating strawberries improves overall diet quality by providing essential nutrients and minerals including fiber , potassium , vitamin C , and powerful antioxidants such as anthocyanins, quercetin and ellagic acid.

Dual Placement Works Twice as Well
Most shoppers have strawberries on their list and consistently buy strawberries simply to have them on hand. Strawberries need both continuity of location and a strong position in the produce department to capture both pre-planned and impulse shoppers.

Roll Out the Red Carpet all Year
Adults love them. Kids love them. Strawberries are the #1 red fruit in the 5-A-Day the Color Way program. So let your customers know California Strawberries are available, fresh, and delicious year-round, and you’re sure to sell more.

A Strawberry Commission retail kit provides information and tools you can use to increase store sales. Please Contact the Commission to receive a copy.

© 2010 California Strawberry Commission. All Rights Reserved. CSC Disclaimer.