Gen Z and millennials: Key demographics needed to revive pear consumption

Core pear consumers have decreased this year after a hike in prices, Circana’s Fresh Food Vice President Jonna Parker said.

Losing returning customers is a worrisome trend for any produce category. However, it can be especially bad for pears, which have been unable to seduce the main demographics driving fruit consumption growth.

Declining pear sales

According to Circana, prices in this category have increased 14.1 percent in the US this past year. This, Parker says, is enough for consumers to stop buying altogether, buy less, or buy less often.

“For pears, even the folks who kept buying at the higher price were purchasing the fruit less often or buying fewer pounds,” she explained. “The category lost people; sales didn’t just slow down.” 

Parker says the pome fruit might be suffering from a marketing problem, resulting in an inability to attract new buyers. She says the next step for the industry should be to focus on attracting Gen Z and Millennials while simultaneously retaining loyal buyers by really getting to know their needs.

Demand-driving work needs to be done in pears, she added, and the answer is less in tactical retail promotions, and more in getting to know younger consumers deeply and reaching them through other channels like social media.

Health also might be a good place to start, since the pome fruit has a good amount of fiber, the second most sought-after macronutrient among health-conscious consumers. 

A favorite among SNAP households

Rising prices are not the only problem the category is facing; the government shutdown may also further erode pear consumption.

Because, contrary to the overall decline in purchases, SNAP beneficiaries are buying more of the fruit, according to Circana.

“In 2024, the group actually increased its share of spending in pears, whereas other groups did not,” Parker explained. “When it came to eating out of hand, mandarins and pears were the top fruits.”

The Circana executive says that whenever consumers feel like they can’t afford their food, produce can either win or lose. On the winning side, fruit offers an inexpensive snacking alternative with the added benefit of a feel-good value.

However, Parker said things might not go well for the pome fruit since it is not as present as other produce for buyers: “If you're not top of mind, you could be lost in the shuffle.”

”We’re seeing erosion of sales, and most concerningly, we’re seeing an attrition of shoppers leaving the category,” she says.

Rethinking pears

The US pear industry is well aware of the challenges it faces in 2025. USA Pears, the organization that promotes, advertises, and develops markets for fresh pears nationwide, recently underwent a rebrand primarily aimed at appealing to a younger demographic.

But that's not all. CarrieAnn Arias, CEO of Pear Bureau Northwest, said they're bringing pears to social media, and nutrition will be a key driver. 

"Our research shows that younger consumers, in particular, value convenience, creativity, and clear information," she said. "We’re simplifying how we talk about pears by sharing quick videos, tips, and recipes that make ripening and eating pears intuitive and fun."

The campaign will focus on connection and discovery, she explained, and will include short, engaging digital content and family-forward recipes.

The marketing effort will also recruit the help of influencers to showcase pears in everyday life. This will help the public incorporate the pome fruit into their daily menus and keep it top of mind while at the grocery store. 

"Pears are unique—there’s really nothing else that tastes quite like them, and a lot of people love the idea of pears but aren’t quite sure how to fit them into their routines," she said. 

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