WATERMELON
US CONSUMER STUDY
(IMPORT)
Prepared by:
Rose Research LLC
October, 2013
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Background & Purpose
The primary objective of this study is to measure changes that have taken place (during the import season)
in the watermelon category in the United States over the past year (which is when the last wave of
interviewing was fielded). Accordingly, this research project will update consumer demand data for
watermelon, reasons for purchasing each type, as well as its future growth potential and marketplace
opportunities.
Areas of investigation include – awareness of watermelon health benefits, watermelon cut preferred and
reasons why, the extent to which watermelon is considered a good value for the money, food safety
concerns, as well as a number of other watermelon topics (i.e. interest in connecting with the NWPB through
social media, affect of the economy on shopping habits, watermelon bin investigation, value for the money,
etc.).
Methodology
A quantitative project was conducted online among a total of 1,001 consumers in March/April, 2013.
Qualified respondents were men and women, 18 years of age or older, who are the primary grocery
shoppers of their household.
In addition, where applicable, findings from the 2013 study are compared to the previously conducted 2012
research.
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OVERVIEW
Page § 3
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Overview
Positively, watermelons’ perception of being a healthy food to eat continues to climb, as more than half of
the consumers are reportedly aware of its health benefits (56%, up from 47% last year and 40% in 2011) –
reaching an all-time high. Moreover, watermelon purchasers, California residents, high income earners (at
least $75K a year) and those who are better educated (at least a college graduate) are even more likely to
be aware of watermelon’s health attributes. In addition, 44% of the respondents (who are aware that red
watermelon contains lycopene) recognized that watermelon contains more lycopene than any other fresh
produce item (on par with last year – 44% and higher than any year prior to 2012) - - with watermelon
purchasers and younger respondents (under the age of 46) even more aware.
Also favorable, while watermelon purchasing during the import season has remained more or less steady
over the past 6 years (ranging from 57% in 2010 to 60% in 2009 and 2012 [58% this year]), the following
reasons for purchase (during the winter) increased this year compared to 2012 – “tastes good/I like to eat
it” (65% vs. 62%), “it’s a good snack” (59% vs. 54%), “it’s healthy and nutritious” (49% vs. 48%), “it’s fun to
eat” (43% vs. 41%), “it looked fresh/appealing” (39% vs. 38%), “it’s a good value” (26% vs. 22%), “for a
picnic, party or special occasion” (18% vs. 12%), “to make a carving” (12% vs. 11%), “given a sample in a
store” (11% vs. 9%) and “to use as an ingredient in a recipe” (9% vs. 8%) - - a sign that all of the NWPB
promotional efforts are working.
Overall, the greatest threat to increased watermelon sales is the issue of “food safety”, particularly after the
various produce recalls (especially cantaloupe) in 2012.
While significantly fewer respondents are
concerned with the fruit they purchase compared to last year, three-fifths of the population remain
“extremely/very/somewhat” concerned with the safety of the fruit they buy (60% vs. 78% in 2012).
Accordingly, the NWPB should reinforce its efforts to differentiate watermelon from cantaloupe and
honeydew - - as a growing number of consumers consider cantaloupe, watermelon and honeydew to be the
same and would lump them together as “melons” if a food safety issue were to occur (56% vs. 49%).
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Specifically, when the individual fruits are examined, “honeydew” and “cantaloupe” are thought to be the
least safe, followed by “apples”, while “bananas”, “oranges” and “watermelon” are perceived to be the safest.
Notably, when it comes to “who is to blame” for food safety issues, a growing number of respondents
mentioned that it “depends on the situation” compared to last year (58% vs. 47%), followed closely by the
“grower” (41% vs. 38%) and at lower levels, the “distributor” (26% vs. 20%) and “retailer” (16% vs. 13%).
Furthermore, about one-third of the shoppers “have ever had a problem with the quality of watermelon
they’ve purchased” (32%) - - with the primary quality issue being with the “whole” watermelon variety during
the summer. However, more than three-fifths of the respondents who’ve experienced a quality problem with
watermelon “didn’t do anything about it” (62%), while significantly fewer “stopped buying watermelon” (18%)
or “returned it to the store” (15%).
All in all, the outlook for watermelon remains very encouraging - - as awareness of it’s health attributes
continue to grow and recognition that “watermelon contains more lycopene than any other fresh produce
item” remains strong. However, while “safety” concerns have declined compared to last year, it continues to
be of paramount importance. As such, it is our opinion that the NWPB strengthen its promotions/messaging
surrounding the fact that “not all melons are the same” - - targeting the trade and the media (which will
eventually trickle down to the consumer), while continuing with its efforts which position watermelon as a
“safe food to eat” – that is also “healthy” and “a good value for the money”.
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FOOD SAFETY
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Concern With Fruit Safety
While still a large segment of the population (64%), fewer households are concerned about the safety of the
fruit they bought this year vis-à-vis last year (78%).
Concern with Safety of Fruit Purchased – Import
50%
46%
Extremely/very
concerned
45%
40%
35%
36%
34%
32%
30%
30%
25%
Somewhat
concerned
Not very/not at
all concerned
22%
20%
15%
10%
5%
0%
2012
Q1c. How concerned are you with the safety of the fruit that you purchase? Would you say you are…?
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2013
Base: Total respondents
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Is Fruit Safety More Of An Issue Today
Accordingly, not as many shoppers reported that the safety of the fruit they purchase today is a concern
than it was in the past (2013 – 55% vs. 2012 – 65%).
Is Fruit Safety More Of An Issue Today – Import
70%
65%
Yes
60%
55%
No
50%
Don't know
40%
33%
30%
25%
20%
13%
10%
10%
0%
2012
Q1d. Do you consider the safety of fruit more of an issue today than it was in the past?
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2013
Base: Total respondents
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Fruit Safety Issues
The two major health/safety concerns when purchasing fruit is E. Coli (53%) and Salmonella (46%),
followed by Listeria (30%).
Fruit Safety Issues - Import
60%
E. Coli
53%
50%
Salmonella
46%
Listeria
Don't know
40%
30%
None of the
above
30%
20%
20%
15%
10%
0%
2013
Q1d1. Which, if any, of the following are you concerned about when purchasing fruit?
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Base: Total respondents
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Fruit Safety Ranking
Honeydew and cantaloupe are still the two fruits consumers are most concerned about (4.12 and 4.04
means) – followed by apples (3.63) and watermelon (3.33 mean) – while oranges (3.07) and bananas (2.80
mean) are perceived to be the safest.
2012
Import
2013
Import
MEAN
MEAN
Bananas
2.85
2.80
Oranges
2.92
3.07
Watermelon
3.27
3.33
Apples
3.58
3.63
Cantaloupe
4.18
4.04
Honeydew
4.19
4.12
Fruit Safety Ranking
Q1e. Please rank the following fruits in terms of how safe you consider them to be. Rank the fruit you consider to be the safest a “1” and the one
you consider the least safe a “6” as well as the ones in between.
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Base: Total respondents
YOUR LOGO
Melon Safety Concerns
Interestingly, higher than last year (directionally) more respondents feel that if there is a problem with the
safety of melons (in general) all of the varieties would be affected (2013 – 56% vs. 2012 – 49%).
Melon Safety Concerns – Import
90%
Yes
80%
70%
No
56%
60%
50%
51%
49%
44%
40%
30%
20%
10%
2012
2013
Q1f.
Thinking about cantaloupe, watermelon and honeydew, do you consider them to be the same – in other words if a food safety issue
occurred with one type of melon then would it affect every type of melon?
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Base: Total respondents
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Blame For Food Safety Issues
Also, higher than last year, more of the shoppers in 2013 indicated that putting the blame for food safety
issues “depends on the situation” (2013 – 58% vs. 2012 – 47%), while singling out specific groups (i.e.
distributors, retailers, etc.) was more or less in line with 2012.
Blame For Food Safety Issues – Import
70%
58%
60%
50%
Depends on the
situation
The grower
The distributor
47%
41%
40%
The retailer
38%
The consumer
30%
20%
26%
Don't know
20%
16%
13%
10%
4%
6%
5%
7%
0%
2012
Q1g. If a food safety issue were to occur, who do you think would be to blame?
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2013
Base: Total respondents
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Impact of Food Recall on Purchase Intent
Notably, when food is recalled, there is a significant impact on purchase behavior – as better than 4 in 10
played back that they “might or might not buy the product” (42%), with 32% indicating that they won’t buy it
(definitely/probably won’t buy it).
Impact of Food Recall on Purchase Intent - Import
45%
42%
Definitely would
purchase the
product
40%
35%
Probably would
purchase the
product
30%
25%
Might or might not
purchase the
product
22%
20%
18%
15%
10%
10%
Probably would not
purchase the
product
7%
Definitely would not
purchase the
product
5%
0%
2013
Q1h. Using a 5 point scale, where a 5 is a "definitely would purchase the product" and a 1 is "definitely would not purchase the product", what
impact does a food recall have on your future purchase behavior with that product?
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Base: Total respondents
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HEALTH PERCEPTIONS
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Health Perceptions – Awareness
Positively, and an all-time high, nearly 6 in 10 of the respondents are aware of the health
benefits provided by watermelon (2013 – 56% vs. 2012 – 47%).
Awareness of Health Benefits - Import
70%
56%
60%
50%
44%
47%
60%
56%
53%
44%
40%
30%
40%
47%
53%
Yes
56%
45%
No
20%
10%
0%
2008
2009
Q2a. Are you aware of any health benefits that watermelon provides?
Page § 15
2010
2011
2012
2013
Base: Total Respondents
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Health Perceptions – Awareness
Also encouraging, across the board, all of the population segments are more aware of the health benefits
provided by watermelon.
Purchasers
70%
66%
58%
60%
Region
2012 Import
2013 Import
50%
40%
30%
34%
32%
70%
60%
63%
55%
50% 45%
40%
45%
39%
10%
0%
10%
0%
Yes
C alifo rnia
No
Wes t
Income
70%
56%
60%
48%
43%
65%
57%
43%
30%
20%
10%
0%
Under $50k
$50k - $75k
P lains
S o uth
C entral
G reat
L akes
S o utheas t M id S o uth N o rtheas t
Education Level
40%
$75k or more
Q2a. Are you aware of any health benefits that watermelon provides?
Page § 16
43%
55%
55%
54%
50% 52%
53%
47%
45%
30%
20%
20%
50%
59%
58%
70%
60%
50%
40%
30%
20%
10%
0%
41%
47%
Under College Grad.
54%
64%
College Grad. +
Base: Total Respondents
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Health Perceptions – Purchase Intent
More or less consistent with last year, better than 7 in 10 of the shoppers indicated that
knowing watermelon is healthy and nutritious makes them more likely to want to purchase it in
the future (2013 – 72% vs. 2012 – 77%).
Purchase Intent Based on Health Benefits - Import
Yes
100%
80%
74%
72%
77%
67%
77%
72%
No
60%
40%
20%
17%
8%
18%
10%
20%
13%
15%
8%
16%
Don't
know
21%
7%
7%
0%
2008
2009
2010
2011
Q2b. Does/would knowing that watermelon is healthy and nutritious make you more likely to purchase it in the future?
Page § 17
2012
2013
Base: Total Respondents
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Health Perceptions – Purchase Intent
Consumers residing in California, the Mid South and Northeast, higher income households (earn $75k or
more a year) and those with children under the age of 18 living with them are even more disposed to want to
purchase watermelon because it’s healthy and nutritious.
Purchasers
100%
85%
Region
2012 Import
2013 Import
82%
80%
100%
80%
66%
60%
60%
40%
40%
20%
20%
0%
0%
Purchasers
80%
76%
C alifo rnia
Non-purchasers
83%
81%
73%
79%
70% 78% 72%
74%
71% 71%
72%
71%
67%
68%
Wes t
Income
85%
75%
70%
100%
75%
74%
70%
70%
S o utheas t M id S o uth N o rtheas t
78%
77%
69%
40%
60%
0%
$75k or more
Q2b. Does/would knowing that watermelon is healthy and nutritious make you more likely to purchase it in the future?
Page § 18
G reat
L akes
60%
20%
$50k - $75k
85%
80%
65%
Under $50k
S o uth
C entral
Children Under 18
81%
79%
80%
P lains
Yes
No
Base: Total Respondents
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Health Perceptions – Specific Awareness
Benefits Provided by Watermelon
Awareness of specific watermelon health benefits were essentially on par with last year – as better than 6 in
10 credit it for “being low in fat” (75%), “low in calories” (70%) and “having vitamins” (63%).
2013
Import
%
2012
Import
%
2011
Import
%
2010
Import
%
2009
Import
%
2008
Import
%
Watermelon is low in fat
75
75
81
81
79
85
Watermelon is low in calories
70
71
75
71
70
82
Watermelon has vitamins
63
61
64
65
64
69
Red Watermelon contains the antioxidant lycopene
49
53
57
56
50
43
Watermelon is high in Vitamin C
54
47
50
49
43
56
Watermelon consumption is good for cardiovascular
function
39
47
46
37
27
31
The amino acids in watermelon help maintain arteries
and blood flow promoting heart health
35
41
42
33
24
25
Watermelon is high in Vitamin A
35
35
31
30
27
27
Watermelon is high in Vitamin B-6
28
26
24
28
16
21
(555)
(472)
(400)
(131)
(143)
(175)
BASE
Q2c. What health benefits are you aware of that watermelon provides?
Page § 19
Base: Respondents Aware of Watermelon Health Benefits
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Health Perceptions – Source of Information
When asked how they learned about watermelon health attributes, about one-quarter credited
the Internet (26%), magazines and newspapers (24%) and friends/family (22%), followed by –
nutrition labeling (17%), television (16%) and supermarket/grocery store (15%).
2013 2012 Import Import % % Internet (not via social networking) 26 34 Magazines and newspapers 24 30 Friends/family 22 26 Nutrition labeling 17 22 Television 16 23 Supermarket/grocery store 15 16 Books 13 19 School/classes 13 13 Internet (via social networking) 12 9 Doctor/healthcare provider 9 15 Weight Watchers 7 9 On the watermelon bin 7 7 On the actual watermelon 6 7 Radio 4 4 Don‘t know 20 11 (555)
(472)
BASE
Q3. And, do you remember where you learned or read about watermelon health benefits?
Page § 20
Base: Respondents Aware of Watermelon Health Benefits
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Health Perceptions – Lycopene Content
On par with 2012, however higher than previous years, awareness that watermelon contains
more lycopene than any other fresh produce item was played back by more than 4 in 10 of the
shoppers aware of it (2013 – 44% vs. 2012 – 44%).
Watermelon and Lycopene Content - Import
80%
70%
60%
50%
40%
30%
20%
10%
0%
68%
61%
39%
2008
32%
2009
Yes
62%
38%
2010
59%
41%
2011
Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item?
Page § 21
56%
44%
2012
56%
44%
No/Don't
know
2013
Base: Respondents Who Are Aware Red Watermelon Contains Lycopene
YOUR LOGO
Health Perceptions – Lycopene Content (Yes)
Also similar to last year, younger respondents (under the age of 46) and watermelon
purchasers are significantly more likely to know that watermelon contains more lycopene than
any other fresh produce item compared to their respective counterparts.
Age
Watermelon Purchasers
60%
50%
49%
2012
2013
47%
60%
50%
49%
2012
2013
47%
41%
40%
36%
40%
30%
30%
20%
20%
10%
10%
0%
0%
Under 46
46+
Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item?
Page § 22
36%
28%
Yes
Non-purchasers
Base: Respondents Who Are Aware Red Watermelon Contains Lycopene
YOUR LOGO
VALUE FOR THE MONEY
Page § 23
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Perceived Value for the Money
Significantly lower than last year, fewer watermelon purchasers indicated that it is a “much/
somewhat better value for the money” compared to other produce items (2013 – 37% vs. 2012
– 57%), with nearly half playing back that it’s an “equal value” (2013 – 47% vs. 2012 – 40%)
and 16% a “somewhat/much worse value” (compared to 4% last year).
Value for the Money – Import
60%
57%
Much/
Somewhat
better value for
the money
47%
50%
40%
37%
40%
An equal value
for the money
30%
20%
16%
10%
Somewhat/
Much worse
value for the
money
4%
0%
2012
Q7b. Compared to other produce items you’ve purchased this winter, do you think watermelon is…?
Page § 24
2013
Base: Watermelon Purchasers
YOUR LOGO
PURCHASE BEHAVIOR
Page § 25
YOUR LOGO
Purchase Behavior – Types of Fruit
Similar to last year (and lower than in the summer), about three-fifths of the respondents
purchased watermelon in the past 12 months (2013 – 58% vs. 2012 – 60%), with bananas,
apples and orange much higher.
Types of Fruit Purchased in Past 12 Months - Import
100%
80%
93%
88% 87%
92% 92%91%
90% 89%90%
89%
86% 86%
81%
78% 79%
78%
77% 77%
2008
2009
60%
58% 55% 55%
58%60% 58%
58% 55% 56%
57%
53%
60%
35%
32%
29% 30%
31%
28%
40%
20%
2011
2012
0%
Bananas
Q1.
2010
Apples
Oranges
Which of the following fruits have you purchased in the last 12 months?
Page § 26
Watermelon
Cantaloupe
Honeydew
2013
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Watermelon
Respondents residing in California, the Plains and Northeast, as well as those aware of
watermelon health attributes, higher income consumers (earn at least $75K per year), those
who have children under 18 living in their household and college graduates are most likely to
be watermelon purchasers.
Origin
Children Under 18 Years OId
70%
67%
69%
65%
60%
60%
54%
55%
50%
Yes
Q1.
64%
58%
54%
N
or
th
ea
s
t
49%
So
ut
h
M
id
t
5 1%
So
ut
he
as
re
at
So
ut
h
65%
54%
No
2012
2013
80%
70%
60%
50%
40%
30%
20%
10%
0%
73%
52%
68%
48%
Yes
74%
61%
63%
45%
No
68%
48%
$50k - $75k
Aware of Health Attributes
Which of the following fruits have you purchased in the last 12 months?
Page § 27
80%
70%
60%
50%
40%
30%
20%
10%
0%
Under $50k
G
W
es
t
C
66%
56%
58%
en
tra
l
50%
Pl
ai
ns
59%
La
ke
s
66%
62%
C
64%
59%
al
ifo
rn
ia
70%
60%
50%
40%
30%
20%
10%
0%
Income
$75k or more
Education Level
70%
60%
50%
40%
30%
20%
10%
0%
54%
65%
54%
Under College
Grad.
61%
College Grad. +
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Attribute Ratings
The most played back reason for purchasing watermelon is because it is “refreshing/cool/juicy” (2013 –
83% vs. 2012 – 91%), followed by – “it is satisfying” (2013 – 77% vs. 2012 – 84%), “my family likes it” (2013
– 79% vs. 2012 – 81%) and “it is healthy and nutritious” (2013 – 76% vs. 2012 – 81%). The lowest rated
attribute is – “it has no reside or pathogens” (2013 – 43% vs. 2012 – 60%).
2013
2012
2011
2010
2009
2008
Import
Import
Import
Import
Import
%
%
%
Import
%
%
%
It is refreshing/cool/juicy
83
91
91
87
88
95
My family likes it
79
81
83
74
79
88
It is low in fat
79
78
82
84
82
79
It is satisfying
77
84
83
89
85
90
It is healthy and nutritious
76
81
83
74
74
83
It is a safe food to eat
72
75
78
82
76
81
It contains lots of vitamins
63
78
75
74
71
71
It is a good value
62
71
57
68
76
62
It is good for my heart
61
71
73
66
59
50
It is good for picnics
55
64
64
61
56
60
It contains the antioxidant lypocene
55
62
59
71
59
50
It is filling
54
71
62
68
59
71
It can be used in a variety of ways
52
62
63
66
68
40
It is the 2nd lowest fresh produce item in terms of containing
pesticides and urbicides
49
61
46
42
50
40
It is part of my diet to help me lose weight
47
49
48
61
38
36
It has no residue or pathogens
43
60
55
50
50
43
(116)
(129)
(109)
(38)
(34)
(42)
BASE
Q7a. Thinking about the many reasons you purchased watermelon during the winter, how strongly do you agree or
disagree with the following statements?
Page § 28
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior - Enticements
Consistent with previous years, price is the main purchase driver among import buyers, as better than 4 in
10 indicated that they would be more apt to buy watermelon/buy more of it “if it was cheaper/less
expensive” (2013 – 44% vs. 2012 – 46%), while 3 in 10 also mentioned “if it was more available where I
shop” (2013 – 30% vs. 2012 – 30%), followed by “if it looked good in the store” (2013 – 23% vs. 2012 –
28%).
Enticements to Purchase Watermelon More Often - Import
70%
61%
56%
60%
50%
54%
53%
46%
40%
30%
32%
28%
26%
18%
14% 13%
9%
16%
16%
16%
11%
20%
10%
33%
32%
44%
18%
16%
14%
8%
17%
16%
12%
10%
16%
16%
11%9%
23%
19%
11%
7%7%
0%
2008
2009
2010
2011
2012
2013
If it w as cheaper/ less
expensive
If it looked good in the
store
If m y fam ily asked for
it
If it w ould help m e
lose w eight
If it w ere good for m y
heart
If I knew m ore w ays to
use it
Enticements to Purchase Watermelon More Often – Import (cont’d)
40%
36%
36%
30%
30%
20%
10%
19 %
8%
3%
30%
18 %
16 %
8%
If it w as m ore
available w here I shop
36%
10 %
8%
18 %
8%
10 %
6%
2%
30%
18 %
9%
9%
3%
18 %
12 %
10 %
5%
9%
12 %
If I knew w here the
product w as com ing
from / knew the origin
If it w ere healthier
6%
Don't know
0%
2008
2009
2010
2011
Q10. What, if anything, would encourage you to purchase watermelon/more watermelon during the winter?
Page § 29
2012
2013
Nothing
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Reasons for NonPurchase
The main reasons for not purchasing watermelon among the import sample is also due to the fact that “it’s
too expensive/not a good value” (2013 – 26% vs. 2012 – 30%) and “it’s too big/not convenient” (2013 – 27%
vs. 2012 – 29%).
Reasons for Not Purchasing (More) Watermelon - Import
40%
37%
31%
30%
23%
23%
20%
35%
33%33%
14%
9%11%
10%
14%
11%
10%
30%
29%
30%
29%
24%
19% 19%
14%
12%
27%
26%
18%
17%
12% 11%
9%
15% 15%
12%
11%
10%
10%
12%
0%
2008
2009
2010
2011
2012
2013
It's too expensive/ not
a good value
It's too big/ not
convenient
Spoils too quickly
It's too hard to cut
My fam ily doesn't like
it
I don't like the taste
Reasons for Not Purchasing (More) Watermelon – Import (cont’d)
25%
20%
20%
5%
0%
7%
4%4%
2%
0%
2008
15%
6%6%
2%
0%0%
2009
9%
6%6%
3% 2%
1%
2010
Q11. Why don’t you purchase watermelon/purchase it more often?
Page § 30
18%
16%
15% 12%
10%
It's not available at the
store w here I shop
It is poor quality
11%
7%6%
1%2%
2011
8%
6%
4%
1%0%1%
2012
4%
3%2% 2%
2% 2%
2013
Too high in carbs/
sugar
It has a poor external
appearance
It's not healthy
It has too m any calories
It's not good for m y
heart
Base: Watermelon Non-Purchasers
YOUR LOGO
Purchase Behavior – Attribute Agreement
(Top-2 Box)
Dropping from last year, fewer shoppers are “paying more attention to prices that they used to” (due to
the weak economy) – (77% compared to 83% last year), while also less concerned about the prices of
food products than ever before (71% vs. 79%). In addition, less of them are also cutting back on their
expenditures (60% vs. 70%) and “sacrificing luxury items and only buying things they need” (57% vs.
67%).
Attribute Agreement - Import
100%
85%83%
90%
80%
70%
75%73%
66%
60%
74%
71%
83%
79%
70%
67%
60%
77%
71%
60%
57%
50%
I pay attention to prices when
I'm shopping more than I used
to
I am more concerned about
the prices of food products
than ever before
I am cutting back on my
expenditures due to the
current economic
environment
40%
30%
I am sacrificing luxury items
and only buying the things I
need
20%
10%
0%
2010
2011
2012
2013
Q12. Using the same scale from 1 to 5 where a 1 means you “agree completely” and a 5 means you “disagree completely”,
how much do you agree with the following statements?
Page § 31
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Penetration by Season
Consistent with previous years, watermelon is bought much more often in the summer months, as about 9
in 10 purchase it during this time of year (2013 – 92% vs. 2012 – 92%), followed by about half in the spring
(2013 – 46% vs. 2012 – 54%), with about 4 in 10 buying it in the fall (2013 – 36% vs. 2012 – 39%) and 20%
in the winter (compared to 20% last year).
Purchase Penetration - Import
100%
94%
96%
95%
95%
92%
92%
Summer
80%
60%
40%
53%
40%
45%41%
47%
45%40%
22%
19%
18%
20%
56%
54%
39%
22%
19%
46%
36%
20%
Fall
Winter
0%
2008
2009
2010
Q5a. During which season(s) have you purchased watermelon in the past 12 months?
Page § 32
Spring
2011
2012
2013
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Penetration (Primary
Choice) by Season
Accordingly, watermelon purchase penetration is strongest during the summer (2013 – 87%
vs. 2012 – 86%).
Season When Watermelon is Purchased the Most - Import
100%
91%
93%
88%
91%
86%
87%
Summer
80%
Spring
60%
40%
20%
Fall
6% 2%
0%
4% 2% 1%
6% 4%
0%
2008
2009
2010
Q5b. And, which one season do you purchase watermelon the most?
Page § 33
2%
4% 2% 2%
8% 3% 3%
7% 4% 2%
Winter
2011
2012
2013
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Types by Season
In addition, and consistent with past years, whole watermelon is the type that is purchased most often
throughout the year (of all of the seasons), followed at significantly lower levels by minis, sections/
slices and cubes.
2013 Import
Whole
75%
80%
Sections/Slices
70%
60%
Mini
Cubes
51%
51%
50%
41%
40%
30%
20%
21%
19%
9%
10%
22% 23%
21%
17%
11% 11%
13%
11%
3%
0%
Spring
Summer
Q5c. And, which of the following types of watermelon do you purchase most often during each season?
Page § 34
Fall
Winter
Base: Watermelon Purchasers By Season
YOUR LOGO
Purchase
Behavior – Reasons for Purchase
The main reason for purchasing watermelon continues to be because “it tastes good/I like to eat it” (2013 –
65% vs. 2012 – 62%), followed by – “it’s cool/refreshing/juicy” (2013 – 55% vs. 2012 – 56%) and “a good
snack” (2013 – 59% vs. 2012 – 54%), with being considered “healthy and nutritious” (2013 – 49% vs. 2012
– 48%) also important.
2013
Import
%
2012
Import
%
2011
Import
%
2010
Import
%
2009
Import
%
2008
Import
%
Tastes good/I like to eat it
65
62
72
71
74
69
It‘s a good snack
59
54
67
68
65
67
It‘s cool/refreshing/juicy
55
56
56
55
68
57
It‘s healthy and nutritious
49
48
61
61
65
36
It‘s fun to eat
43
41
45
42
41
45
It looked fresh/appealing
39
38
53
45
53
57
My family/kids like it
35
40
46
34
50
55
It‘s a good value
26
22
26
16
12
12
It has a lot of vitamins
23
36
35
34
38
21
It is a safe food to eat
23
34
38
50
35
26
It‘s good for my heart
22
32
34
16
35
14
I saw a large display at the store
20
12
12
8
15
17
When there is an advertised or promotional price
20
19
21
18
15
21
For a picnic, party or special occasion
18
12
19
5
9
7
It‘s part of my diet to help me lose weight
16
16
21
24
21
10
To make a carving
12
11
10
8
12
2
Given a sample in store
11
9
10
-
-
7
It‘s in season
10
12
11
5
3
5
To use as an ingredient in a recipe
9
8
14
3
6
-
(116)
(129)
(556)
(38)
(34)
(42)
BASE
Q6a. For which of the following reasons do you buy watermelon during the winter months?
Page § 35
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Primary Purchase Reason
Not surprising, the major reason the respondents indicated that they buy watermelon is
because “it tastes good/I like to eat it” (2013 – 40% vs. 201 – 26%), followed at lower levels by
“my family/kids like it” (2013 – 11% vs. 2012 – 12%) and “it’s healthy and nutritious” (2013 –
9% vs. 2012 – 12%).
2013
Import
%
2012
Import
%
2011
Import
%
2010
Import
%
2009
Import
%
2008
Import
%
Tastes good/I like to eat it
40
26
28
26
26
38
My family/kids like it
11
12
14
13
24
26
It‘s healthy and nutritious
9
12
11
11
9
10
It‘s a good snack
8
8
9
5
9
5
It’s fun to eat
7
-
-
-
-
-
It‘s cool/refreshing/juicy
4
9
6
5
6
5
For a picnic, party or special occasion
3
3
1
3
-
2
It‘s part of my diet to lose weight
3
2
4
5
6
2
When there is an advertised or promotional price
3
1
1
-
6
2
It looked fresh/appealing
2
5
9
8
6
5
Given a sample in store
2
-
-
-
-
-
It’s a good value
2
-
-
-
-
-
It has a lot of vitamins
2
-
-
-
-
-
It‘s in season
1
1
-
-
-
-
It‘s good for my heart
1
5
2
8
3
-
To use as an ingredient in a recipe
1
-
-
-
-
-
I saw a large display at the store
1
-
-
-
-
-
To make a carving
1
-
-
-
-
-
(116)
(129)
(109)
(38)
(34)
(42)
BASE
Q6b. And, thinking about all the reasons you buy watermelon during the winter months,
what is the ONE reason you purchase it most often?
Page § 36
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Frequency by Type
Watermelon is bought at least once a month by virtually all of the shoppers.
2013 Import
50%
40%
32%
38%
42%
42%
36%
38%
26%
30%
20%
Whole
Sections/Slices
Mini
Cubes
21%
14%
10%
10%
13%
11%
13%
18%
25%
5%
0%
Once a week or more
2-3 times a month
Once a month
Once a season
2012 Import
70%
60%
50%
40%
30%
20%
10%
0%
Whole
Sections/Slices
Mini
Cubes
59%
46%
36%
36%
32%
12%
32%
27%
32%
35%
14%
Once a week or more
2%
2-3 times a month
Once a month
Q8a/b/c/d. How often do you buy (whole watermelon/watermelon in sections or slices/watermelon cubes/mini watermelon)
during the winter?
Page § 37
27%
4%
8%
0%
Once a season
Base: Watermelon Purchasers By Type
YOUR LOGO
Purchase Deterrents – Import Season
The primary watermelon purchase deterrent centers around price, as watermelon is perceived to be “too
expensive” (2013 – 34% vs. 2012 – 36%), followed closely by being “out-of-stock” (2013 – 30% vs. 2012 –
32%).
Purchase Deterients - Import
45% 42%
41%
40%
37%
36%
35%
30%
It's too expensive/not a good value
Not available at store where I shop
39%
32%
27%
25%
20%
15%
20%
18%
14%
11%
10%
5%
26%
25%
21%
24%
23%
21%
10%
9%
6%
5%
3%
2009
2010
7%
6%
3%
0%
0%
0%
2008
12%
8%
5%
2%
2011
Q9. Why don’t you purchase watermelon during the winter? Are there any other reasons?
Page § 38
30%
24%
21%
20%
16%
11%
9%
5%
32%
24%
23%
It has poor taste
It's poor quality
34%
It's too cold outside
It has poor texture
21%
19%
16%
My family doesn't like it
It has a poor external appearance
It's too high in carbs/sugar
13%
7%
5%
2%
2012
9%
7%
4%
2%
2013
Base: Import Watermelon Non-Purchasers
YOUR LOGO
What’s Done To Watermelon Before It Is
Consumed
About 4 in 10 of the consumers wash watermelon before they eat it (41%), while 33% run it
under tap water and 36% do nothing to it.
Watermelon Before It Is Consumed - Import
50%
40%
47%
41%
35%
28%
30%
33%
36%
Wash it
Run it under
tap water
20%
10%
Nothing
0%
2012
Q13b. What do you do with watermelon before you consume it?
Page § 39
2013
Base: Total Respondents
YOUR LOGO
QUALITY ISSUES
Page § 40
YOUR LOGO
Ever Have Problem With Watermelon Quality
The majority – about 7 in 10 – have never had a problem with the quality of the watermelon
they’ve purchased (68%).
Ever Have Problem With Watermelon Quality - Import
85%
75%
2013
68%
65%
55%
45%
35%
32%
25%
15%
5%
Yes
Q15i. Have you ever had a problem with the quality of watermelon that you've purchased?
Page § 41
No
Base: Respondents Who Have Not Used Mobile Phone to
Assist With Grocery Shopping
YOUR LOGO
Type of Watermelon That Had Quality Issue/
And Season
Whole watermelon is generally the variety that has a quality problem and it’s usually in the
summer (47%).
Type of Watermelon That Had Quality Issue/and Season - Import
60%
Winter
Spring
Summer
Fall
47%
50%
40%
30%
24%
26%
26%
20%
11%
12%
11%
10%
4%
7%
8% 9%
6%
9%
7% 6% 8%
0%
Whole
Mini
Sections/Slices
Q15J. With which of the following types of watermelon did you have a quality problem? And, which season(s) did you have this quality problem?
Page § 42
Cubes
Base: Respondents Who Have
Had a Problem With the Quality of
Watermelon They’ve Purchased
YOUR LOGO
Action Taken When There’s A Problem With
Watermelon
Notably, while better than 6 in 10 don’t do anything when they run into a problem with
watermelon (62%), nearly 2 in 10 stop buying it (18%) and/or return it to the store (15%).
Action Thane When There’s a Problem With Watermelon - Import
80%
2013
70%
62%
60%
50%
40%
30%
20%
18%
15%
6%
10%
2%
0%
Stopped buying
watermelon
Returned in to the store Changed the store where Looked at the stickerI purchase watermelon label of the watermelon
for contact information
Q15k. What did you do when you had a problem with the quality of watermelon?
Page § 43
Didn't do anything
Base: Respondents Who Have
Had a Problem With the Quality of
Watermelon They’ve Purchased
YOUR LOGO
Quality Concerns When Fruit Is Sold In
Bunches
When fruits are sold in bunches (i.e. apples/bananas) there is no more or no less concern
about their quality compared to watermelon – 75% have the same amount of concern.
Quality Concerns When Fruit is Sold in Bunches - Import
80%
75%
2013
70%
60%
50%
40%
30%
20%
14%
11%
10%
0%
More concerned about fruit that comes in
bunches
About the same amount of concern about
fruit that comes in bunches
Less concerned about fruit that comes in
bunches
Q15M: How concerned are you with the quality of fruit that is sold in bunches - such as apples or bananas compared to watermelon?
Page § 44
Base: Total Respondents
YOUR LOGO
Season When Watermelon Quality Is An Issue
There is no specific time of the year when the consumer is more concerned about the quality
of watermelon (61%).
Season When Watermelon Quality is an Issue - Import
80%
2013
70%
61%
60%
50%
40%
30%
26%
20%
12%
10%
7%
7%
Spring
Fall
0%
Winter
Summer
Q15O. Is there a specific time of year when you are more concerned about the quality of watermelon?
Page § 45
No specific time of year
Base: Total Respondents
YOUR LOGO
WATERMELON BINS
Page § 46
YOUR LOGO
Purchase Intent Based On Specific Bin
About four-fifths of the respondents indicated that after seeing watermelon in this bin they are “extremely/
very/somewhat” likely to buy it if it were sold at an acceptable price (79%).
Purchase Intent Based On Specific Bin – Import
60%
50%
Extremely/ very
likely
Somewhat likely
48%
Not very/ not at all
likely
40%
30%
31%
20%
20%
10%
0%
2012
Q13b1. Assuming that watermelon is sold at an acceptable price in a store where you normally shop, how likely would you be to buy watermelon
if it were sold in the following bin?
Page § 47
Base: Total Respondents
YOUR LOGO
Purchase Intent Based On Specific Bin
Moreover, this bin is even better – as 9 in 10 of shoppers agreed that they would be “extremely/very/
somewhat” likely to purchase watermelon after seeing it sold this way (90%).
Purchase Intent Based On Specific Bin – Import
70%
Extremely/ very
likely
63%
60%
Somewhat likely
50%
Not very/ not at
all likely
40%
30%
27%
20%
9%
10%
0%
2012
Q13b2. And, assuming that watermelon is sold at an acceptable price in a store where you normally shop, how likely would you be to buy
watermelon if it were sold in the following bin?
Page § 48
Base: Total Respondents
YOUR LOGO
Type Of Information Interested In On Bins
Nearly half (47%) of the respondents are interested in seeing “nutritional information” on bins
at the retail store, followed at much lower levels by “stickers” (17%), “eye-catching information/
advertisements” (16%) and “QR codes” (11%) – all lower than last year.
Type Of Information In On Bins - Import
70%
60%
Nutritional information
60%
Stickers
47%
50%
Eye-catching information/advertisements
QR Codes
40%
Don't care
31%
30%
20%
20%
11%
10%
18%
17% 16%
15%
9%
21%
Nothing
11%
0%
2012
2013
Q13c. What type of information would you like to see on the watermelon bins at the retail store?
Page § 49
Base: Total Respondents
YOUR LOGO
SOCIAL MEDIA
Page § 50
YOUR LOGO
Social Media
Facebook continues to be the dominant social network website, as nearly three-quarters of the
shoppers belong to it (2013 – 71% vs. 2012 – 74%), with all of the others significantly lower.
Social Media Website Membership – Import
80%
71%
70%
60%
50%
40%
30%
20%
25% 25%
19%
18%
13%
10%
11%
9% 9%
4% 4% 3%
2% 2% 2% 2% 2% 2% 2% 2% 2% 2%
0%
Facebook.com
Twitter.com
Linkedin.com
Pinterest
Google+
Instagram
Myspace.com
Classmates.com
Tumblr
StumbleUpon
360.yahoo
Hi5.com
Tagged.com
Reunion.com
Livejournal.com
Flixster.com
Cafemom.com
Friendster.com
Myyearbook
Blackplanet
Bebo
None of the above
2013
Q21b. Which, if any, of the following social networking websites do you belong to?
Page § 51
Base: Total Respondents
YOUR LOGO
Social Media – Facebook
Facebook is skewed toward – watermelon purchasers, younger respondents (under the age of
46) and those with children under the age of 18 residing with them.
Import Purchasers
Children Under 18
90%
80%
2012
78%
2013
72%
70%
68% 69%
Age
90%
90%
2012
2013
81%
80%
73%
72% 71%
80%
70%
70%
60%
60%
60%
50%
50%
50%
40%
40%
40%
30%
30%
30%
20%
20%
20%
10%
10%
10%
0%
0%
0%
Yes
Non-purchasers
Yes
Q21b. Which, if any, of the following social networking websites do you belong to?
Page § 52
No
2012
2013
80%
75%
65% 66%
Under 46
46+
Base: Total Respondents
YOUR LOGO
Social Media
About half of the shoppers indicated that they would be interested (extremely/very/somewhat)
in connecting with the National Watermelon Promotional Board on the social networking sites
that they belong to in order to receive new recipes, health information, etc. (2013 – 49% vs.
2012 – 59%).
Interest in Connecting With NWPB Via Social Media – Import
60%
51%
50%
Somewhat
interested
41%
Not very/ not at
all interested
40%
32%
30%
Extremely/ very
interested
27%
26%
23%
20%
10%
0%
2012
Q21c. How interested would you be in connecting with the National Watermelon Promotional Board
on the social networking sites that you belong to in order to receive new recipes, health information, etc.?
Page § 53
2013
Base: Respondents Who Belong to
Social Networking Websites
YOUR LOGO
Social Media – Top-2 Box
Specifically, watermelon purchasers, those aware of watermelon health attributes, consumers with children
under 18 residing in their household, younger shoppers and those living in California and the Plains states
are most interested in connecting with the NWPB via social networking.
Purchasers
Region
50%
2012
2013
39%
40%
31%
50%
40%
30%
30%
19%
20%
19%
2012
2013
40%
38%
31% 31%
22%
30%
23%
21%
20%
20%
29%
30%
37%
28%
26%
25%
15%
10%
10%
0%
0%
Yes
Aware of Health Attributes
42%
2013
31%
50%
40%
42%
22%
20%
19%
2012
2013
26%
19%
20%
10%
15%
0%
10%
Yes
No
Yes
No
Q21c. How interested would you be in connected with the National Watermelon Promotional Board on the social
networking sites that you belong to in order to receive new recipes, health information, etc.?
Page § 54
P lains
S o uth
C entral
G reat
L akes
S o utheas t M id S o uth N o rtheas t
Age
38%
30%
30%
25%
Wes t
Children Under 18
2012
40%
35%
C alifo rnia
Non-purchasers
40%
35%
30%
25%
20%
15%
10%
5%
0%
36%
2012
2013
30%
24%
20%
Under 46
46+
Base: Respondents Who Belong to
Social Networking Websites
YOUR LOGO
Social Media
In addition, of those interested in receiving information from the NWPB via social media, about
7 in 10 would prefer to be contacted via email (69%), followed at much lower levels by “social
networking sites they belong to” (35%) and “text messages” (14%).
Interest in Receiving Social Media Updates/Alerts From NWPB - Import
80%
75%
Email
69%
70%
60%
Through the social
networking site you
belong to
50%
Text message
40%
30%
35%
29%
I don't want to receive
updates/alerts
20%
12%
14%
10%
10%
10%
0%
2012
2013
Q21d. How would you be interested in receiving updates/alerts from the National Watermelon Promotional Board?
Page § 55
Base: Respondents Who Were Interested in Being
Contacted by NWPB via Social Media
YOUR LOGO
MOBILE DEVICES
Page § 56
YOUR LOGO
Mobile Devices
More than one-quarter of the respondents use their mobile device to assist with grocery
shopping (28%), with 52% aware of what a QR code is (higher than last year – 42%).
Mobile Device Used When
Grocery Shopping - Import
80%
75%
Aware of QR Code - Import
70%
72%
70%
60%
50%
50%
Yes
40%
30%
25%
28%
No
52%
49%
42%
40%
Yes
No
30%
20%
20%
10%
10%
0%
0%
2012
2013
Q15d. Do you ever use your mobile device to assist you with grocery shopping?
Q15e. Do you know what a QR code is when it is used with mobile phones?
Page § 57
58%
60%
2012
2013
Base: Total Respondents
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Mobile Devices
Among those who use their mobile device to assist with grocery shopping, half use it to
“compare prices” (2013 – 50% vs. 2012 – 62%), followed by – “for coupons” (2013 – 57% vs.
2012 – 57%), “to find better prices” (2013 – 42% vs. 2012 – 47%) and “for QR codes” (2013 –
31% vs. 2012 – 34%).
How Mobile Phone is Used When Grocery Shopping - Import
85%
2012
2013
75%
65%
62%
57%
57%
55%
50%
47%
42%
45%
34%
35%
31%
25%
15%
5%
For coupons
To compare prices
Q15f. How do you use your mobile phone to assist you with your grocery shopping?
Page § 58
To find better pricing
I use QR codes
Base: Respondents Who Have Used Mobile Phone to
Assist With Grocery Shopping
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Mobile
Devices
The main reasons for not using their mobile phones to assist with grocery shopping include –
“haven’t considered it” (2013 – 39% vs. 2013 – 37%), “shop with my paper list” (2013 – 27%
vs. 2012 – 28%) and “I don’t want to incur the mobile phone data charges” (2013 – 16% vs.
2012 – 22%).
Reasons Mobile Phones Not Used to Assist With Grocery Shopping - Import
85%
2012
2013
75%
65%
55%
45%
37%39%
35%
28%27%
25%
15%
22%
16%
10%10%
11%10%
10% 9%
9% 9%
My mobile
phone screen
is too small to
surf the web
I don't know
what website
to go to
Websites are
more difficult
to navigate on
a mobile
phone
13%
8%
5%
Haven't
considered it
I shop with my I don't want to I don't have a
paper list,
incur the
good mobile
using the
mobile phone reception and/
mobile phone data charges
or speed
would be too
time
consuming
Q15g. Why haven’t you yet used your mobile device to assist you with grocery shopping (via QR codes,
coupons, better pricing, etc.)?
Page § 59
Didn't know
that was
possible
Base: Respondents Who Have Not Used Mobile Phone
to Assist With Grocery Shopping
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Mobile Devices
About one-quarter of the consumers plan to use their mobile device in the future to “assist with
grocery shopping via QR codes, coupons, better pricing, etc.” (2013 – 26% vs. 2012 – 23%).
Plan to Use Mobile Device to Assist with Shopping via QR Codes - Import
85%
77%
74%
2012
2013
75%
65%
55%
45%
35%
25%
26%
23%
15%
5%
Yes
Q15h. Do you ever plan on using your mobile device to assist you with grocery shopping via QR codes, coupons,
better pricing, etc.?
Page § 60
No
Base: Respondents Who Have Not Used Mobile Phone to
Assist With Grocery Shopping
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Demographic Information
RACE
2013 % AGE
2013 % NUMBER OF PEOPLE LIVING
IN HOUSEHOLD
2013 % Caucasian (Non-Hispanic)
68
24 or younger
13
1
18
Asian
4
25-29
10
10
55
13
30-35
2-3
African-American
10
27
14
36-39
4 or more
Hispanic/Latino
Other
2
40-45
11
2013 % 46-49
10
MEAN (who eat watermelon)
2.66
INCOME
50-55
12
Less than $15,000
10
56 and older
23
FAMILY MEMBER
CONSUMING WATERMELON
2013 % $15,000 – less than $24,999
12
MEAN
You
57
$25,000 – less than $34,999
9
Spouse/significant other
16
$35,000 – less than $49,999
13
Child
17
$50,000 – less than $74,999
14
Some high school or less
Other
5
$75,000 – less than $99,999
8
High school graduate
Don’t know
4
$100,000 – less than $124,999
7
Some college/AA/Trade/Tech.
$125,000 – less than $149,999
7
College graduate
NUMBER OF CHILDREN
(UNDER 18) IN HOUSEHOLD
$150,000 – less than $199,999
9
2013 % $200,000 or more
8
None
55
Refused
4
1
20
GENDER
2013 % 2-3
23
4 or more
2
Male
37
Female
63
EDUCATION
MEAN
2013 Post graduate degree (masters
or doctorate)
CHILDRENS INFLUENCE ON
WATERMELON PURCHASE
2013 % Greatly influence purchases
35
Somewhat influence purchases
43
Do not influence purchases
22
MEAN
Base Size Varies
Page § 61
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