Overall volume berry sales rose 11.3%, with 11.8% growth for strawberries [Kantar Worldpanel 52w/e 21 March].
Sales have been boosted by a year-round promotional campaign by UK, South American and Spanish growers.
The British strawberry season kicked off this week, with supermarkets expected to sell 50% of berries as British by next week and 100% by the end of the month. British fruit will remain on shelves until October.
Warm days and cool nights had brought good yields of excellent-tasting berries, according to British Summer Fruits.
It predicted a strong season this year with sales rising again as a result of advances in varietal development and work on extending the season.