Australian Pears set the stage for a refreshed 2026 season

The marketing plan for the 2026 pear season has a clear vision: help consumers rediscover their love of Australian pears.

This year’s pears marketing plan aims to lift 12-month household penetration above 52 per cent while strengthening demand in key international markets, anchored by two strategic pillars: growing domestic consumption and building export presence.

The existing Australian Pears marketing material has been refined for 2026 with sharper art direction, revised message hierarchy and stronger colour focus to broaden appeal among younger households.

Data and insights: the case for renewed pear demand

Pears face an awareness and consideration challenge – they are essentially a ‘forgotten fruit’, with only 14 per cent of consumers spontaneously buying them (compared to 64 per cent for apples and 67 per cent for bananas). This is reflected in penetration: 52 per cent of households have purchased pears in the past year, and only 19.7 per cent in the past four weeks.[1] Most buyers are light purchasers (buying just twice a year), indicating a clear need to inspire trial and repeat purchase. Younger adults, in particular, under-index in pear consumption; however, last year’s influencer and foodie activations showed strong promise with this demographic, pointing to an untapped future consumer base.

Internationally, pears account for just 6 per cent of production exported (versus 16 per cent for all fruit).[2] Current strength in New Zealand and Canada suggests meaningful room to diversify and regain share in global markets.

Domestic push: social, retail and influencer firepower

On the home front, season 2026 activity spans the full calendar year across complementary channels, each playing a distinct role. Social media and digital campaigns serve as the awareness engine, landing the versatility message through branded tiles, inspirational recipe content and influencer partnerships. Retail digital and online display advertising drive consideration at the point of purchase, while strategic retail partnerships – including a collaboration with PepsiCo at Coles – create instore disruption during key seasonal moments.

The retail strategy follows a two-pronged approach: driving season entry through early year online display activity at Woolworths and Coles, then protecting end-of-season momentum with front-of-store digital screens and collaborative entertaining occasions from September to October. This retail focus builds on strong October 2025 results, when four-weekly household penetration rose to 19.7 per cent, up from 13.3 per cent a year earlier.[3]

Export: navigating headwinds in Canada and New Zealand

Programs in Canada and New Zealand form the export backbone. However, the Canadian program faces significant headwinds – prolonged heat earlier in the year reduced crop size, leading to lower export-grade volumes and supply challenges. As a result, retailer participation has also narrowed, although Costco, Pattison/Save-On-Foods and Federated Co-op are confirmed.

Despite these challenges, the continued investment signals a commitment to building long-term presence in both markets.

Creative optimisation: from gut health to versatility

Perhaps the most significant shift lies in the creative strategy. The previous “Good Things Come in Pears” campaign, which led with a gut health message, was deemed too restrictive. The refreshed direction leans into pears’ versatility – enjoyable at every stage of ripeness and adaptable across occasions and cuisines. Rather than a full brand overhaul, the team is refining existing creative with sharper art direction, revised message hierarchy and stronger colour focus to broaden appeal among younger households.

Ten new recipes have been developed, and a suite of branded social tiles – both static and animated – anchor the digital presence. A standout initiative is “The Great Pear-Off” – an influencer-led campaign pitting sweet against savoury, featuring creators Courtney Roulston and Khanh Ong, which launched in June 2026.

With a sharper creative platform and a balanced domestic-export strategy, the 2026 season positions Australian Pears for renewed growth across key markets.

Ten new recipes have been developed, including Pear, Pea, Strawberry and Mint Salad with Feta and Lemon Zest (left) and Roasted Pear, Pumpkin and Freekeh Salad with Tahini-Maple Dressing (right) to show the versatility of pears and how they can be enjoyed at every stage of ripeness.

More information

Industry marketing initiatives are managed by Hort Innovation and are funded by the apple and pear marketing levy. Growers are welcome to contact Lynda Pallone, Head of Marketing (apples and pears), Hort Innovation ([email protected]) with any questions relating to the marketing program.

Source

[1] NIQ Homescan data for the pear category for the 12-month period ending 10 August 2025, for the Australian total retail market.

[2] Australian Horticulture Statistics Handbook 2023–24.

[3] NIQ Homescan data for the pear category for the 36-month period ending 28 November 2025, for the Australian total retail market.