Oct 8, 2015

Pear marketing focuses on snacking

Harvest is nearing completion for the Northwest pear growers of Washington and Oregon. Over the next months, 10 pear varieties will be at their peak, putting a fresh crop of Northwest-grown pears within easy reach through next spring, according to Pear Bureau Northwest (PBN).

As part of a multi-year campaign, PBN will position pears as a perfect choice for wholesome, simple snacking with consumer programs that include sampling demos and events, new website content, social media campaigns and media and blogger outreach.

Half of all eating occasions are now snack driven. According to a recent Mintel report on snacking, 94 percent of Americans snack at least once a day, compared to just 64 percent last year. Thirty-three percent say they are choosing healthier foods this year compared to last year, with an emphasis on simple ingredients. Millennials are leading the way, and are more likely than any other demographic to snack multiple times throughout the day.

“Busy lifestyles are here to stay, and adults are reaching for healthy snacks to fuel themselves and their families or even replace meals,” said Kathy Stephenson, PBN’s marketing communications director. “We want to tell time-starved consumers that pears are portable, packable, and pair-able.”

A recent usage study commissioned by USA Pears showed that on average, pear consumers purchase six or more pears in bulk when shopping, with 46 percent eating them as mid-morning and afternoon snacks.

“The quality of USA Pears for the new season is excellent, and we anticipate an abundance of ‘snackable’ size fruit resulting from high summer temperatures in the Northwest growing regions. Our snacking initiative is perfectly timed to help our growers and shippers sell their plentiful, high-quality, small-sized fruit,” said Stephenson. “Smaller fruit is perfect for the lunchbox, or to toss into a purse or string bag on the way out the door.”