WATERMELON
DOMESTIC CONSUMER
STUDY
Prepared by:
Rose Research LLC
September, 2013
Page § 1
YOUR LOGO
Background & Purpose
The primary objective of this study is to measure changes that have taken place 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, etc.).
New for this year were questions pertaining to hollow heart – i.e. awareness of it, taste (differences), impact
on purchase behavior, etc.
Methodology
A quantitative project was conducted online among a nationally representative sample of 3,200 consumers
in June, July and August, 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 previously conducted domestic
studies.
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OVERVIEW
Page § 3
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Overview
Positively, watermelon continues to enjoy very favorable consumer “health perceptions” (about 6 in 10
reportedly are aware of its health benefits) – which reportedly translates into greater sales. As such, threequarters of the shoppers indicated that knowing that it is “healthy” and “nutritious” makes them more likely to
want to buy it in the future. Specific health benefits played back by the respondents at high levels include –
“being low in fat” (2013 – 76% vs. 2012 – 73%), “low in calories” (2013 – 73% vs. 2012 – 69%), “has
vitamins” (2013 – 65% vs. 62%), “high in Vitamin C” (2013 – 53% vs. 2012 – 43%) and “has more lycopene
content than any other fresh produce item” (2013 – 46% vs. 2012 – 47%).
Moreover, and also encouraging, many of the reasons consumers buy watermelon (in the summer) also
increased this year, such as – “tastes good” (2013 – 75% vs. 2012 – 73%), “it’s a good snack” (2013 – 65%
vs. 2012 – 59%), “it’s healthy and nutritious” (2013 – 56% vs. 2012 – 54%), “my family/kids like it” (2013 –
53% vs. 2012 – 48%), “it’s for a picnic, party or special occasion” (2013 – 41% vs. 2012 – 36%) and “it’s part
of my diet to help me lose weight” (2013 – 16% vs. 2012 – 12%).
However, while future watermelon sales look promising, there are some potential constraints to be aware of.
First, food safety is an area which needs to be constantly monitored – as about ¾ of the consumers are
“extremely/very/somewhat” concerned about the safety of the fruit they buy/consume (71%). In fact, more
than 6 in 10 mentioned that it’s more of an issue today than it ever has been before (62%) – with key
concerns being E. Coli (55%), Salmonella (46%) and Listeria (32%). Importantly, and probably due to
recent problems/recalls, cantaloupe is among the fruits consumers are most worried about, with honeydew
also mentioned. On the other hand, watermelon is not perceived to be as prone to safety issues as the
aforementioned melons.
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YOUR LOGO
The potential problem is that about ½ of the consumers tend to lump cantaloupe, honeydew and watermelon
together if a food safety issue occurred with any one of them (53%) and most important, if there is a recall
future purchase behavior is seriously impacted. In fact, 1/3 of the shoppers indicated that they definitely/
probably wouldn’t buy the fruit (33%), while better than 4 in 10 were uncertain about what they’d do.
Another issue which should be monitored going forward is “Hollow Heart” – as a significant group has
bought/eaten a watermelon with a crevice or crack running down its center (47%) – and 7 in 10 think of it as
a problem (72%). The major issue they have with “Hollow Heart” is that they think it affects the taste of the
watermelon (55%) believing that it’s “not as sweet” (59%). Moreover, the issue is important enough to the
consumer to affect purchasing, as a significant group (43%) wouldn’t buy watermelon because of it.
Reasons for non-purchase (other than thinking it’s not as sweet) revolve around its appearance, with better
than ½ mentioning they “don’t like the way it looks” (53%), “looks like poor quality” (42%), “looks like it will
fall apart” (29%) – while also criticizing for “texture issues” (29%) and “taste” (27% - “don’t think it would
taste good”). However, only about ½ of the shoppers (who bought a watermelon with “Hollow Heart” and
didn’t like it) would complain to the store about it (49%), while the other half wouldn’t (51%). On the other
hand, the vast majority (78%) would still go back to the same store and buy another watermelon there in
spite of the “Hollow Heart” experience.
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YOUR LOGO
Most importantly, consumer education seems to be the way to resolve this potential constraint – by
communicating to watermelon buyers that watermelon that has a crack or crevice running down its center
actually makes for a “sweeter melon”. In fact, 8 in 10 (79%) reported that they would be more inclined to
purchase a watermelon that has “Hollow Heart” if they knew it “tasted sweeter”.
All in all, with consumer attitudes and health perceptions toward watermelon continuing to increase, sales
should continue to climb.
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HEALTH PERCEPTIONS
Page § 7
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Health Perceptions – Awareness
Positively, and maintaining the strong scores generated last year, more than half of the
respondents indicated that they are aware of health benefits provided by watermelon (2013 –
57% vs. 2012 – 57% vs. 2011 – 37%).
Awareness of Health Benefits
70%
65%
62%
64%
63%
57%
56%
60%
Yes
57%
No
50% 50%
50%
40%
44%
38%
43%
36%
35%
43%
37%
30%
20%
10%
0%
2004
2006
2008
Q2a. Are you aware of any health benefits that watermelon provides?
Page § 8
2009
2010
2011
2012
2013
Base: Total Respondents
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Health Perceptions – Awareness
In addition, watermelon purchasers, residents of California, more affluent households (earn $50K or more)
and college graduates are more aware of watermelon’s health benefits compared to their respective
counterparts.
Purchasers
70%
Region
64%
64%
62%
60%
58%
56%
54%
52%
50%
48%
60%
50%
43%
40%
30%
20%
10%
0%
Yes
63%
59%
S o utheas t
Wes t
Income
64%
61%
60%
58%
56%
54%
54%
52%
50%
Under $50k
$50k - $75k
$75k or more
Q2a. Are you aware of any health benefits that watermelon provides?
Page § 9
57%
56%
55%
N o rtheas t
P lains
M id S o uth
S o uth
C entral
G reat
L akes
Education Level
62%
62%
58%
53%
C alifo rnia
No
58%
70%
60%
50%
40%
30%
20%
10%
0%
64%
52%
Under College Grad.
College Grad. +
Base: Total Respondents
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Health Perceptions – Purchase Intent
Also encouraging and consistent with it’s strong consumer appeal, three-quarters of the
shoppers agree that knowing that watermelon is “healthy” and “nutritious” makes them more
likely to want to purchase it in the future (2013 – 75% vs. 2012 – 77% vs. 2011 – 76%).
Purchase Intent Based on Health Benefits
90%
80%
78%
77%
74%
77%
76%
72%
75%
71%
Yes
70%
No
60%
Don't
know
50%
40%
30%
21%
21%
20%
10%
0%
2%
18%
8%
20%
8%
20%
9%
16%
8%
17%
6%
18%
7%
0%
2004
2006
2008
2009
2010
2011
Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future?
Page § 10
2012
2013
Base: Total Respondents
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Health Perceptions – Purchase Intent
Younger watermelon purchasers (under 46), consumers residing in California, the South Central and
Northeast, with incomes of $50k-$75k and those with children under the age of 18 (living in their household)
are even more apt to want to purchase watermelon because it’s “healthy” and “nutritious”.
Purchasers
100%
Region
85%
83%
80%
80%
56%
60%
70%
20%
65%
0%
60%
80%
79%
78%
77%
76%
75%
74%
73%
72%
71%
C alifo rnia
No
Income
78%
S o uth
C entral
74%
N o rtheas t S o utheas t M id S o uth
82%
81%
78%
75%
74%
76%
74%
74%
72%
$75k or
more
70%
Yes
71%
70%
G reat
L akes
P lains
69%
Wes t
Age
80%
No
Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future?
Page § 11
75%
Children Under 18
79%
Under $50k $50k - $75k
77%
75%
40%
Yes
80%
80%
78%
76%
74%
72%
70%
68%
66%
64%
79%
70%
Under 46
46+
Base: Total Respondents
YOUR LOGO
Health Perceptions – Specific Awareness
Benefits Provided by Watermelon
About ¾ of the respondents continue to credit watermelon for being – “low in fat” (2013 – 76%
vs. 2012 – 73%) and “low in calories” (2013 – 73% vs. 2012 – 69%), with more than 6 in 10
also aware that it “has vitamins” (2013 – 65% vs. 2012 – 62%), while more of them this year
credited it for being “high in Vitamin C” (2013 – 53% vs. 2012 – 43%).
2013
%
2012
%
2011
%
2010
%
2009
%
2008
%
Watermelon is low in fat
76
73
81
82
82
84
Watermelon is low in calories
73
69
75
76
76
80
Watermelon has vitamins
65
62
66
67
61
68
Watermelon is high in Vitamin C
53
43
49
48
45
52
Red Watermelon contains the antioxidant lycopene
47
53
57
55
55
49
Watermelon is high in Vitamin A
38
32
32
31
27
29
Watermelon consumption is good for cardiovascular
function
37
42
49
45
34
35
The amino acids in watermelon help maintain
arteries and blood flow promoting heart health
36
37
42
36
29
32
Watermelon is high in Vitamin B-6
30
25
27
23
20
25
(1838)
(1814)
(1192)
(1140)
(1408)
(1389)
BASE
Q2c. What health benefits are you aware of that watermelon provides?
Page § 12
Base: Respondents Aware of Watermelon Health Benefits
YOUR LOGO
Health Perceptions – Source of Information
The respondents learned about watermelon health benefits mainly from the Internet (2013 – 28% vs. 2012 –
30%), magazines/newspapers (2013 – 25% vs. 2012 – 27%) and friends/family (2013 – 23% vs. 2012 –
27%), followed at lower levels by – television (2013 – 18% vs. 2012 – 21%) and nutrition labeling (2013 –
15% vs. 2012 – 16%).
2013
%
2012
%
2011
%
2010
%
2009
%
2008
%
2006
%
2004
%
Internet (not via social networking)
28
30
28
27
NA
NA
NA
NA
Magazines and newspapers
25
27
32
27
25
27
36
29
Friends/family
23
27
23
25
22
27
9
9
Television
18
21
18
15
14
21
4
6
Nutrition labeling
15
16
16
12
9
9
5
3
Books
13
18
15
13
11
11
9
10
School/classes
13
13
10
9
9
12
9
10
Supermarket/grocery store
11
12
13
11
9
11
2
3
Internet (via social networking)
11
10
6
6
NA
NA
NA
NA
Doctor/healthcare provider
10
11
9
8
5
6
3
3
Weight Watchers
5
7
7
3
4
6
-
-
On the actual watermelon
5
5
4
4
4
2
-
-
On the watermelon bin
5
4
6
3
4
4
-
-
Radio
4
4
4
4
2
3
1
*
Don‘t know
19
15
18
18
20
15
28
33
(1838)
(1814)
(1192)
(1140)
(1408)
(1389)
(1220)
(2296)
BASE
Q3. And, do you remember where you learned or read about watermelon health attributes?
Page § 13
Base: Respondents Aware of Watermelon Health Benefits
YOUR LOGO
Health Perceptions – Lycopene Content
Also positive, awareness that watermelon contains more lycopene than any other fresh
produce item remains strong – as nearly half of the shoppers are aware of it (2013 – 46% vs.
2012 – 47%).
Watermelon and Lycopene Content
80%
76%
74%
70%
62%
59%
60%
53%
47%
50%
41%
40%
30%
58%
26%
38%
54%
53%
47%
42%
Yes
No/Don't
know
46%
24%
20%
10%
0%
2004
2006
2008
2009
2010
Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item?
Page § 14
2011
2012
2013
Base: Respondents Who Are Aware Red Watermelon Contains Lycopene
YOUR LOGO
VALUE FOR THE MONEY
Page § 15
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Perceived Value for the Money
Consistent with last year, watermelon is also considered a “much/somewhat better value for
the money” compared to other produce items by three-fifths of the shoppers (2013 – 60% vs.
2012 – 61%), with 36% indicating it’s an “equal value” and only 4% a “somewhat/much worse
value”.
Value for the Money
70%
62%
60%
61%
57%
57%
61%
60%
Much/
Somewhat
better value for
the money
50%
40%
39%
39%
36%
33%
36%
An equal value
for the money
36%
30%
20%
10%
5%
4%
3%
3%
4%
3%
Somewhat/
Much worse
value for the
money
0%
2008
2009
2010
2011
Q7b. Compared to other produce items you’ve purchased this summer, do you think watermelon is…?
Page § 16
2012
2013
Base: Watermelon Purchasers
YOUR LOGO
Perceived Value for the Money
Those aware of its health attributes, younger shoppers, as well as consumers living in the
Southeast, Plains and California are more apt to consider watermelon a “good value for the
money” vis-à-vis their respective counterparts.
Purchasers
70%
60%
Region (Top-2 Box)
66%
64%
62%
60%
58%
56%
54%
52%
50%
60%
50%
36%
40%
30%
20%
4%
10%
0%
Top-2 Box
Equal value for $
65%
63%
63%
59%
Wes t
Aware of Health Attributes
70%
60%
Yes
54%
No
33%
40%
30%
40%
70%
60%
64%
S o uth
C entral
G reat
L akes
S o utheas t M id S o uth N o rtheas t
Under 46
46 +
56%
50%
40%
40%
30%
32%
20%
20%
10%
3%
6%
10%
3%
5%
0%
0%
Top-2 Box
Equal value for $
Bottom-2 Box
Q7b. Compared to other produce items you’ve purchased this summer, do you think watermelon is…?
Page § 17
P lains
Age
64%
50%
60%
58%
56%
C alifo rnia
Bottom-2 Box
61%
Top-2 Box
Equal value for $
Bottom-2 Box
Base: Watermelon Purchasers
YOUR LOGO
PURCHASE BEHAVIOR
Page § 18
YOUR LOGO
Purchase Behavior – Types of Fruit
About 7 in 10 of the respondents purchased watermelon in the past 12 months (2013 – 68%
vs. 2012 – 73%) – much higher than other melons (cantaloupe/honeydew) – however,
bananas, apples and oranges are much higher.
Types of Fruit Purchased in Past 12 Months
120%
95% 96%
92%
92%
92% 91% 89% 89% 90%
87%
85%
89% 89%
87% 85% 84%
85%
80%
83%
77%
77%
77%
80%
74%
73%
72%74%72%71% 72% 72%
74% 70%
70%
70%
66%
69% 70% 68%
65%
65%
62% 61%
57%
60%
57% 57%
100%
2002
2004
2006
2008
2009
2010
2011
2012
2013
37%
36%
32% 33%
33% 32%
30% 29%
29%
40%
20%
0%
Watermelon
Q1.
Bananas
Which of the following fruits have you purchased in the last 12 months?
Page § 19
Apples
Oranges
Cantaloupe
Honeydew
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Watermelon
Notably, watermelon purchasers tend to be – aware of watermelon health attributes, higher
income earners (earn at least $50K per year), have children under 18 living in their household
and better educated (college graduates).
Aware of Health Attributes
80%
70%
60%
50%
40%
30%
20%
10%
0%
Income
76%
80%
58%
72%
70%
65%
63%
60%
Yes
No
55%
Under $50k
78%
80%
75%
70%
67%
65%
60%
Yes
No
Which of the following fruits have you purchased in the last 12 months?
Page § 20
$50k - $75k
$75k or more
Education Level
Children Under 18 Years OId
Q1.
75%
75%
72%
71%
70%
69%
68%
67%
66%
65%
64%
63%
71%
66%
Under College Grad.
College Grad. +
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Attribute Ratings
More or less in line with previous data, the primary reasons respondents purchase watermelon is because – it is “refreshing/
cool/juicy” (2013 – 88% vs. 2012 – 87%), “satisfying” (2013 – 82% vs. 2012 – 83%), “my family likes it” (2013 – 82% vs. 2012
– 83%), “low in fat” (2013 – 79% vs. 2012 – 78%) and “healthy and nutritious” (2013 – 79% vs. 2012 – 77%). However, the
perception of being “a safe food to eat” continues to decline (2013 – 71% vs. 2012 – 74% vs. 2011 – 83%).
2013
%
2012
%
2011
%
2010
%
2009
%
2008
%
It is refreshing/cool/juicy
88
87
91
90
92
93
It is satisfying
82
83
87
85
87
88
My family likes it
82
83
86
84
86
89
It is low in fat
79
78
82
81
81
84
It is healthy and nutritious
79
77
80
80
80
84
It is good for picnics
77
74
81
80
82
84
It is a safe food to eat
71
74
83
82
83
81
It is a good value
71
74
78
76
77
76
It contains lots of vitamins
66
69
69
67
66
70
It is filling
59
66
66
64
62
62
It is good for my heart
58
62
65
63
59
63
It can be used in a variety of ways
56
63
65
60
63
59
It contains the antioxidant lypocene
52
59
56
53
53
53
It is the 2nd lowest fresh produce item in terms of
containing pesticides and urbicides
43
49
49
45
44
46
It has no residue or pathogens
41
47
50
48
45
48
It is part of my diet to help me lose weight
37
42
41
41
38
37
2045
2205
2147
1995
2147
1913
BASE
Q7a. Thinking about the many reasons you purchase watermelon during the summer how strongly do you agree or
disagree with the following statements?
Page § 21
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior - Enticements
“Price” remains the key purchase motivator (in the summer), as better than 4 in 10 of the
shoppers agreed that they would purchase watermelon more often “if it was cheaper/less
expensive” (2013 – 44% vs. 2012 – 49%), followed by “if my family asked for it” (2013 – 32%
vs. 2012 – 28%).
Enticements to Purchase Watermelon More Often
60%
56%
50%
40%
52%
50%
49%
31%
30%
22%21%20%
19%
20%
24%
20%
19%
19%
15%
25%
21%
18%
20%
16%
49%
44%
28%
26%
19%
17%
15%
27%
24%
22%
20%
19%
If it w as cheaper/less
expensive
If my family asked for it
32%
23%
19%
16%
14%
10%
0%
2008
2009
2010
2011
2012
2013
If it looked good in the
store
If it w ould help me lose
w eight
If I knew more w ays to
use it
If it w ere good for my
heart
Enticements to Purchase Watermelon More Often
19 %
20%
15%
16 % 16 %
15 %
11%
10%
5%
12 %
10 %
9%
3%
12 %
11%
9%
13 %
11% 11%
14 %
13 %
13 %
12 %
14 %
12 %
13 % 13 %
12 %
10 %
If it w ere healthier
4%
5%
4%
4%
5%
Don't know
0%
2008
2009
2010
2011
Q10. What, if anything, would encourage you to purchase watermelon/more watermelon during the summer?
Page § 22
If I knew w here the
product w as coming
from/knew the origin
If it w as more available
w here I shop
2012
2013
Nothing
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Reasons for NonPurchase
However, the primary watermelon purchase deterrents continue to be that “it’s too big/not
convenient” (2013 – 30% vs. 2012 – 32%), followed at lower levels by – “it’s too expensive/not
a good value” (2013 – 20% vs. 2012 – 24%) and “it spoils too quickly” (2013 – 18% vs. 2012 –
19%).
Reasons for Not Purchasing (More) Watermelon
40%
35%
30%
25%
20%
15%
10%
5%
0%
33%
29%
36%
34%
32%
28%
24%
19%
15%
14%
14%
23%
13%
11%11%
32%
27%
23%
21%
16%
16%
14%
14%
14%
13%
30%
24%
19%
16%
13%
11%
20%
18 %
16%
14%
13%
It's too big/not
convenient
It's too expensive/not
a good value
Spoils too quickly
It's too hard to cut
My fam ily doesn't like
it
I don't like the taste
2008
2009
2010
2011
2012
2013
Reasons for Not Purchasing (More) Watermelon
9%
8%
7%
6%
5%
4%
3%
2%
1%
0%
Too high in carbs/sugar
8%
6%
5%
4%4%
6%
4%4%
3%
1%
0%
2008
2%
1%
0%
2009
6%6%
5%
4%
3%
3%
2%
1%
3%
2%
1%1%
4%
3%
1%1%
4%4%
3%
2%
1%1%1%
It has poor texture
It has a poor external
appearance
It has too m any calories
It's not healthy
2010
Q11. Why don’t you purchase watermelon/purchase it more often?
Page § 23
4%4%
It's not available at the
store w here I shop
It is poor quality
6%
2011
2012
It's not good for m y
heart
Base: Watermelon Non-Purchasers
2013
YOUR LOGO
Purchase Behavior – Attribute Agreement
(Top-2 Box)
While still high, somewhat fewer shoppers in 2013 are – “paying more attention to prices” (2013 – 79%
vs. 2012 – 83%), “more concerned about prices of food products than ever before” (2013 – 73% vs.
2012 – 77%), “cutting back on expenditures” (2013 – 63% vs. 2012 – 67%) and “sacrificing luxury goods
and only buying necessities” (2013 – 61% vs. 2012 – 65%).
Attribute Agreement
90%
80%
70%
84%
78%
75%
83%
80%
73%
68%
66%
79%
77%
69%
I pay attention to prices when I'm
shopping more than I used to
73%
67%
65%
63%
60%
61%
50%
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 scare 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 § 24
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Penetration by Season
Not surprising, in terms of seasonality, watermelon continues to be purchased by nearly all of
the respondents during the summer (93%), followed by about half in the spring (47%), with 2
in 10 buying it in the fall (20%) and 12% in the winter.
Purchase Penetration
120%
100%
99%
99%
97%
97%
96%
96%
94%
93%
Summer
80%
60%
61%
59%
43%
40%
20%
19%
55%
53%
52%
55%
52%
Spring
47%
Fall
39%
19%
25%
9%
25%
11%
26%
11%
24%
12%
22%
12%
20%
12%
Winter
0%
2004
2006
2008
2009
Q5a. During which season(s) have you purchased watermelon in the past 12 months?
Page § 25
2010
2011
2012
2013
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Penetration (Primary
Choice) by Season
Accordingly, watermelon purchase penetration is highest during the summer (2013 – 89% vs.
2012 – 90%).
Season When Watermelon is Purchased the Most
100%
93%
93%
93%
93%
90%
89%
90%
80%
70%
Summer
60%
Spring
50%
40%
Fall
30%
Winter
20%
10%
0%
5%
1%
0%
2008
5%
1% 1%
2009
5%
1%1%
2010
Q5b. And, which one season do you purchase watermelon the most?
Page § 26
5%
7%
1%1%
2011
8%
2%
1%
2012
1%
1%
2013
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Reasons for Purchase
The main reasons for purchasing watermelon (in the summer) are due to the fact that it is considered to – “taste good/I like to
eat it” (2013 – 75% vs. 2012 – 73% vs. 2011 – 81%) and be “cool/refreshing/juicy” (2013 – 73% vs. 2012 – 74% vs. 2011 –
79%), followed by “it’s in season” (2013 – 68% vs. 2012 – 65% vs. 2011 – 71%) and “it’s a good snack” (2013 – 65% vs. 2012
– 59% vs. 2011 – 66%). Similar to last year, being considered “a safe food to eat” was again much lower this year compared
to two years ago (2013 – 28% vs. 2012 – 27% vs. 2011 – 40%).
2013
%
2012
%
2011
%
2010
%
2009
%
2008
%
Tastes good/I like to eat it
75
73
81
79
81
85
It‘s cool/refreshing/juicy
73
74
79
78
78
83
It‘s in season
68
65
71
73
69
74
It‘s a good snack
65
59
66
64
64
72
It‘s healthy and nutritious
56
54
56
55
50
56
My family/kids like it
53
48
54
53
53
62
It looked fresh/appealing
51
50
54
52
52
59
It‘s fun to eat
50
50
53
50
50
55
It‘s a good value
42
41
43
43
41
40
For a picnic, party or special occasion
41
36
42
40
40
48
It has a lot of vitamins
31
31
30
27
23
29
It is a safe food to eat
28
27
40
35
34
40
When there is an advertised or promotional price
25
23
27
29
28
28
It‘s good for my heart
19
20
28
21
17
22
I saw a large display at the store
17
14
16
15
14
19
It‘s part of my diet to help me lose weight
16
12
14
12
9
14
To use as an ingredient in a recipe
9
7
6
5
6
6
To make a carving
8
9
7
6
6
6
Given a sample in store
5
4
4
3
2
3
(2045)
(2205)
(2147)
(1995)
(2147)
(1913)
BASE
Q6a. For which of the following reasons do you buy watermelon during the summer months?
Page § 27
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Primary Reason for
Purchase
Moreover, one-third of the respondents indicated that the primary reason watermelon is purchased (in the
summer) most often is because – “it tastes good/I like to eat it” (2013 – 33% vs. 2012 – 25%) – with all of
the other factors much lower.
2013
%
2012
%
2011
%
2010
%
2009
%
2008
%
Tastes good/I like to eat it
33
25
29
30
30
40
It‘s cool/refreshing/juicy
15
23
21
22
20
16
My family/kids like it
15
10
12
12
14
17
It‘s in season
10
12
10
10
10
6
It‘s healthy and nutritious
6
9
7
6
6
4
It‘s a good snack
5
3
3
3
3
3
For a picnic, party or special occasion
3
2
3
4
3
4
When there is an advertised or promotional price
2
3
3
2
3
3
It looked fresh/appealing
2
3
3
3
3
1
It‘s part of my diet to lose weight
1
1
1
1
1
1
It‘s good for my heart
*
1
1
1
1
**
(2045)
(2205)
(2147)
(1995)
(2147)
(1913)
BASE
Q6b. And, thinking about all the reasons you buy watermelon during the summer months, what is the ONE reason you
purchase it most often?
Page § 28
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Frequency by Type
Positively, in line with past year’s findings, watermelon (all types) is purchased at least once a
month by the vast majority of the shoppers (at least 9 in 10) during the summer.
Whole
Sections/Slices
2010 Summer
Mini
2011 Summer
60%
2012 Summer
60%
50%
47%
34%
35%
40%
50%
48%
47%
50%
40%
40%
44%
42%
40%
46%
44%
42%
45%
50%
50%
Cubes
32% 34%
40%
30%
30%
26%
20%
29%
28%
28%
34%
27%
25%
30%
23% 23%
20%
18%
20%
15%
11%
11%
10%
4% 5%
2%
5%
0%
0%
Once a 2-3 times Once a
week or a month month
more
Once a
season
10%
3% 3%
3%
0%
0%
Once a 2-3 times Once a
week or a month month
more
Once a
season
Q8a/b/c/d. How often do you buy (whole watermelon/watermelon in sections or slices/watermelon cubes/mini watermelon)
during the summer?
Page § 29
23%
21%
17%
12%
10%
6%
4%
4%
3%
32%
31%
26%
26%
20%
21%
34%
Once a
week or
more
2-3
times a
month
Once a
month
Once a
season
Base: Watermelon Purchasers By Type
YOUR LOGO
Watermelon Behavior Before It Is Consumed
Three-quarters of the shoppers either “wash watermelon” (41%) or “run it under tap
water” (35%), with 3 in 10 doing “nothing” – before they eat/serve it.
Watermelon Before It Is Consumed
50%
45%
40%
44%
41%
37%
34%
35%
Wash it
30%
30%
35%
Run it under
tap water
25%
20%
Nothing
15%
10%
5%
0%
2012
Q13b. What do you do with watermelon before you consume it?
Page § 30
2013
Base: Total Respondents
YOUR LOGO
Type Of Information Interested Seeing On Bins
When asked what type of information they would like to see displayed on watermelon bins in
the retail store, about half are interested in “nutritional information” (49%), followed by “eyecatching information/advertisements” (16%, lower than 29% last year), and “stickers” (16%,
directionally lower than 20% last year).
Type Of Information In On Bins
60%
53%
Nutritional information
49%
50%
Eye-catching information/
advertisements
Stickers
40%
30%
20%
29%
20%
20%
12%
16%
10%
10%
18%
16%
9%
19%
QR Codes
Don't care
Nothing
0%
2012
Q13c. What type of information would you like to see on the watermelon bins at the retail store?
Page § 31
2013
Base: Total Respondents
YOUR LOGO
Demographic Information
RACE
2013 % AGE
2013 % Caucasian (Non-Hispanic)
68
24 or younger
13
Asian
3
25-29
10
African-American
13
30-35
11
Hispanic/Latino
14
36-39
8
Other
2
40-45
12
INCOME
2013 % 46-49
9
50-55
13
Less than $15,000
11
56 and older
$15,000 – less than $24,999
13
$25,000 – less than $34,999
10
$35,000 – less than $49,999
NUMBER OF PEOPLE LIVING
IN HOUSEHOLD
2013 % 1
20
2-3
54
4 or more
27
Eat watermelon - MEAN
2.70
24
CHILDRENS INFLUENCE ON
WATERMELON PURCHASE
EDUCATION
2013 % 2013 % Greatly influence purchases
42
14
Some high school or less
2
Somewhat influence purchases
42
$50,000 – less than $74,999
14
High school graduate
16
Do not influence purchases
17
$75,000 – less than $99,999
8
$100,000 – less than $124,999
8
Some college/AA/Trade/Tech.
38
$125,000+
18
College graduate
30
Refused
4
Post graduate degree (masters
or doctorate)
14
NUMBER OF CHILDREN
(UNDER 18) IN HOUSEHOLD
2013 % None
54
1
21
2-3
22
4 or more
3
Page § 32
GENDER
2013 % FAMILY MEMBER
CONSUMING WATERMELON
2013 % Male
30
You
46
Female
70
Spouse/significant other
24
Child
21
Other
6
Don’t know
3
Base Size Varies
YOUR LOGO