WENATCHEE, WA - Stemilt has released its first pear category Stemilt-O-Graphic of the new crop, showing significant growth in branded pouch bags year-over-year. Using retail scan data from Nielsen Perishables Group, Stemilt’s analysis reveals the percentage that bags contributed to the pear category in October grew from 5.9% in 2014 to 6.9% in 2015, with dollars from bags also on the rise.
“Branded pouch bag programs are making a positive impact on the pear category,” said Stemilt’s Marketing Director Roger Pepperl as he explains that these programs drive up average purchase size. “Stemilt was the first in the industry to introduce pouch bag pears with our Lil Snappers® line of 3lb. pouch bags. Lil Snappers perform well because its branding is aimed at parents and kids, the ideal audience for the smaller sized fruit found inside. The 3lb. size is proven to build volume for the category by not diminishing purchase size.”
According to a press release, Bartlett was the leading pear variety for the category in October with 63% of sales, with Bosc and d’Anjou rounding out the top three varieties at a combined 25% of sales. Stemilt expects this ranking to shift in the coming months, however, as the Bartlett pear season wraps up and is replaced by d’Anjou, a popular winter pear variety that provides an improved consumer eating experience from more time in cold storage.
In general for the produce category, Nielsen data shows the pear category decreased its contribution from 1.2% in October 2014, to 1% in October 2015. Pepperl recommends that retailers can help reverse this trend by dedicating extra shelf space and promotion for pears in the coming months, and especially during the holidays.
“Pears are an ideal fruit to promote in the produce department during the holidays,” explains Pepperl. “Retailers can merchandise bulk pears alongside cheese or wine. Promoting the use of pears in appetizers and even baked dishes encourages shoppers to place this gourmet fruit in their shopping baskets.”
Retailers can benefit from running duel promotions on both bulk and premium pouch bags, Stemilt says, with Lil Snappers® kid-sized pears being ideal for January back-to-school promotions. Pepperl says that Lil Snappers are the leading pouch bag for pears because of its great ability to promote intended use right on the package, leading to volume and sales growth for the entire pear category.
For more on Stemilt’s pear program and Lil Snappers promotions, visit www.stemilt.com.
