How Pears are Ripe for Growth with Shoppers Under 30

Yakima, WA. — Pears remain one of the most underrated fruits in the grocery store produce section. Despite being nutrient-dense and versatile, they often go unnoticed. Current pear buyers tend to be between the ages of 30 and 65, with a strong peak in the 40 to 55 age group. These shoppers are loyal, diverse, and health-conscious, proving there is already a solid and engaged consumer base for pears.

However, recent data highlights a gap: shoppers under 30 are virtually absent from the category. At first glance, this seemed like a mistake in the data, but it’s consistent across both high-low retailers and everyday low-price (EDLP) retailers. Showing us that store formats are not the issue and that there is an opportunity to capture sales across different retailers.

“This isn’t just a challenge, it’s one of the biggest opportunities in produce,” said Trisha Casper, Customer Insights Manager at Superfresh Growers. “Pears already have a loyal and diverse base among the older generations, but winning younger shoppers will define the future of the category. These consumers are actively looking for foods that deliver benefits like gut health, hydration, and energy, and pears are naturally built for that story. If we can meet them with the right education, packaging, and visibility, pears can become a staple for the next generation.”

With buying power shifting to younger generations, now is the time to engage them. These consumers want consistent, ready-to-eat fruits with clear health benefits, and pears fit PEAR-fectly into this lifestyle: they are rich in fiber for digestion and weight management, hydrating, packed with antioxidants, and full of key nutrients that support heart health, bone strength, and blood sugar control, among other benefits.

Although the industry is already investing efforts in marketing pears, we need to lean in harder to attract those under 30 to notice pears. Packaging and visibility are important factors in bridging the gap. The rise of bagged pears, as shown in retailer data, suggests that families see value and convenience in this format. Pairing that with clear ripeness cues, snack-friendly messaging, and strong promotions in-store and online can capture new shoppers. Social media campaigns, recipes, and educational content are also essential to bring pears into the everyday food conversations that younger audiences are already having.

The pear category has a loyal foundation today, but its future depends on engaging the next generation. By spotlighting health benefits, reducing the guesswork around ripeness, and leaning into value-driven formats like bagged pears, retailers can bridge the gap with under-30 shoppers. With the right visibility in-store and online, pears can move from being “underrated” to becoming a staple in every household and ensuring long-term growth for the category.