WATERMELON
CANADA CONSUMER STUDY
Prepared by:
Rose Research LLC
September, 2013
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Background & Purpose
The primary objective of this study was to get a better understanding of the watermelon category in Canada,
and see how it compares to the U.S. study. Accordingly, this research project will go over 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.) and 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 1,001 consumers
in 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, 2013 findings from the Canada study are compared to the U.S. study, where applicable.
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OVERVIEW
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Overview
Overall, and similar to the U.S., Canadian consumers have very favorable perceptions of watermelon –
indicating that it is a “healthy food to eat” (nearly 6 in 10 are aware of its health benefits), “refreshing” (88%
top-2 box), “satisfying” (79% top-2 box) and “low in fat” (80% top-2 box), while also rating it high for being “a
good value for the money” compared to other produce items (54% - much/somewhat better value for the
money).
In addition, about 4 in 10 of the shoppers are aware where the watermelon they buy is from – with the
majority (67%) mentioning that “country of origin” is important to them. Moreover, the U.S. and Canada
were singled out as the two sources where they bought watermelon from in the past year – much higher
than any other country (both 88%). However, the U.S. is where most of the Canadian shoppers buy their
watermelon from (48%) – followed by Canada (38%).
While watermelon coming from Canada enjoys very positive attribute ratings – across virtually all of the key
metrics, including – “taste”, “quality perceptions”, “health/nutrition”, etc., which should translate into
increased sales, the Hollow Heart issue should be addressed.
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Accordingly (in both the U.S. and Canada), roughly ½ of the consumers have had the experience of buying/
eating a watermelon with a crevice or crack running down its center (Canada – 48% vs. U.S. – 47%) – and 7
in 10 of them consider it to be a problem (Canada – 69% vs. U.S. – 72%). Moreover, better than half
believe that the crack or crevice affects the taste of the watermelon (Canada – 53% vs. U.S. – 55%) –
mentioning that it “isn’t as sweet” (Canada – 54% vs. U.S. – 59%). The issue is so pervasive that nearly ½
of the shoppers indicated that they wouldn’t purchase the watermelon because of the crack/crevice (Canada
– 52% vs. U.S. – 57%). Furthermore, in addition to taste concerns, those who wouldn’t buy watermelon
reported that they – “don’t like the way it looks” (Canada – 46% vs. U.S. – 53%), “believe it’s poor
quality” (Canada – 44% vs. U.S. 42%), “feel that it will fall apart” (Canada – 34% vs. U.S. - 29%) and “just
don’t think it’s good” (Canada – 33% vs. U.S. 33%). Interestingly, only about half of the consumers would
tell the store about the “Hollow Heart” issue (Canada – 42% vs. U.S. – 49%) – with the vast majority of the
shoppers mentioning that they would return to the same store where they bought the watermelon that had a
crevice/crack running down its center (Canada – 74% vs. U.S. - 78%). However, and an important solution
(which should alleviate these consumer concerns) is to inform the consumer that the crack/crevice in the
watermelon makes it taste even sweeter, as better than 7 in 10 reported that if they knew this, they would be
more inclined to buy it.
Based upon this data, we will include additional “Hollow Heart” issues in future research and monitor
consumer attitudes and behavior closely.
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HOLLOW HEART DATA
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Ever Noticed Crack/Crevice in the Center of a
Watermelon
In both countries, about ½ of the consumers have (ever) had a watermelon and noticed a
crevice or crack in its center (Canada – 48% vs. U.S. – 47%)
Ever Noticed Crack/Crevice in the Center of a Watermelon
Canada - 2013
80%
USA - 2013
70%
60%
50%
53%
52%
48%
47%
40%
30%
20%
10%
0%
Yes
Q15a1. Have you ever seen a watermelon and noticed a crevice or crack in the center of it?
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No
Base: Total Respondents
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Is Crack/Crevice in the Center of a Watermelon
A Problem
Similar to the U.S., roughly 7 in 10 of the Canadian consumers perceive the crevice/crack as a
problem (Canada – 69% vs. U.S. – 72%).
Is Crack/Crevice in the Center of a Watermelon A Problem
80%
70%
Canada - 2013
USA - 2013
72%
69%
60%
50%
40%
31%
28%
30%
20%
10%
0%
Yes
Q15a2. When a watermelon has a crevice or crack in it do you think it’s a problem?
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No
Base: Total Respondents
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Does Watermelon With Crack/Crevice Taste
Different
In addition, better than half of the consumers in both the U.S. and Canada believe that a
watermelon with a crevice/crack running down its center does in fact taste different (Canada –
53% vs. U.S. – 55%).
Does Watermelon with Crack/Crevice Taste Different
Canada - 2013
USA - 2013
80%
70%
60%
55%
53%
47%
50%
45%
40%
30%
20%
10%
0%
Yes
Q15a3. Do you think a watermelon that has a crevice or crack in the center tastes any different?
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No
Base: Respondents who noticed watermelon with crack/
crevice
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How Does It Taste Different
By and large they feel that a watermelon with a crevice/crack “isn’t as sweet” (Canada – 54%
vs. U.S. – 59%).
How Does It Taste Different
Canada - 2013
80%
USA - 2013
70%
60%
59%
54%
50%
40%
35%
27%
30%
20%
11%
13%
10%
0%
It's not as sweet
Q15a4. How do you think it tastes different?
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It's sweeter
Other
Base: Respondents who think that watermelon with a
crack/crevice tastes different
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Would Specific Crack/Crevice Affect Purchase
In terms of purchase behavior, about ½ of the shoppers responded that they still would buy a
watermelon even if they saw it had a crevice/crack when they were at the store (Canada –
52% vs. U.S. – 57%) – while the other half wouldn’t.
Would Specific Crack/Crevice Affect Purchase
Canada - 2013
USA - 2013
80%
70%
60%
57%
52%
50%
48%
43%
40%
30%
20%
10%
0%
Continue to purchase the watermelon regardless of
the crevice/crack
Q15a5. If you saw this in the store and you were going to buy watermelon, would you…
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Not purchase the watermelon because of the
crevice/crack
Base: Total Respondents
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Reasons Wouldn’t Purchase Watermelon With
Crack/Crevice
Reasons for not buying – in both countries – it primarily have to do with – “don’t like its
appearance” (Canada – 46% vs. U.S. – 53%), “looks like poor quality” (Canada – 44% vs. U.S. – 42%),
“looks like it will fall apart” (Canada – 34% vs. U.S. – 29%) and “don’t think it’s good” (Canada – 33% vs.
U.S. – 33%).
Reasons Wouldn’t Purchase With Crack/Crevice
Canada - 2013
80%
USA - 2013
70%
60%
50%
53%
46%
44%
42%
40%
34%
29%
30%
33%
33%
31%
29%
23%
27%
20%
10%
0%
Don't like the
appearance
Q15a6. Why wouldn’t you buy it?
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Looks like poor
quality
Looks like it
would fall apart
Don't think it's
good
Don't think
texture would be
good
Don't think it
would taste
good
Base: Respondents who wouldn’t purchase watermelon
with crack/crevice
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Would Tell Store Personnel About Crack/
Crevice
About half of the shoppers would reportedly inform the store about the crevice or crack
(Canada – 42% vs. U.S. – 49%), while the other half wouldn’t.
Would Tell Store Personnel About Crack/Crevice
Canada - 2013
80%
USA - 2013
70%
58%
60%
50%
51%
49%
42%
40%
30%
20%
10%
0%
Yes
Q15a7. If you purchased a watermelon like this (with a crevice/crack in the center) and didn’t like it, would you tell the store
personnel where you bought it?
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No
Base: Total Respondents
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Would Crack/Crevice Prevent Purchasing At
Specific Store
By far, about 7 in 10 would return to the same store even though the watermelon they
previously bought there had a crevice or crack in it (Canada –74% vs. U.S. – 78%).
Would Crack/Crevice Prevent Purchasing At Specific Store
80%
Canada - 2013
USA - 2013
78%
74%
70%
60%
50%
40%
30%
26%
22%
20%
10%
0%
Yes
Q15a8. Would it prevent you from buying watermelon from this store again?
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No
Base: Total Respondents
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Would Knowing That a Crack/Crevice Makes it
Sweet Impact Their Purchase Decision
For sure, if consumers knew that the crevice/crack in the center of the watermelon made it
taste sweeter they would be more inclined to buy it (Canada – 73% vs. U.S. – 79%).
Would Knowing That a Crack/Crevice Makes it Sweet Impact Their Purchase Decision
80%
Canada - 2013
79%
USA - 2013
73%
70%
60%
50%
40%
27%
30%
21%
20%
10%
0%
Yes
Q15a9. And, if you knew that the crevice/crack in the center of watermelon makes it taste sweeter, would you be more
inclined to purchase it?
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No
Base: Total Respondents
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COUNTRY OF ORIGIN
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Country of Origin Awareness
About 4 in 10 of the Canadian shoppers are reportedly aware of where the watermelon they
buy comes from (41%).
Country of Origin Awareness
80%
70%
2013
59%
60%
50%
41%
40%
30%
20%
10%
0%
Yes
Q5a1. When you purchase watermelon, are you aware of the country of origin (i.e. where it comes from)?
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No
Base: Total Respondents
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Importance of Watermelon Country of Origin
Only 1/3 of the consumers feel that watermelon “country of origin” isn’t important.
Importance of Watermelon Country of Origin
80%
70%
2013
60%
50%
39%
40%
33%
28%
30%
20%
10%
0%
Extremely/Very important
Q5a2.
How important is country of origin when you buy watermelon? Is it…?
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Somewhat important
Not very/Not at all important
Base: Total Respondents
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Countries Where Watermelon was Purchased
From in Past Year
By far, the two countries/areas where Canadian consumers have bought watermelon from is
the U.S. and Canada (88% for both countries).
Countries Where Watermelon was Purchased in Past Year
90%
88%
88%
2013
80%
70%
60%
51%
50%
40%
35%
30%
26%
21%
20%
17%
13%
10%
10%
0%
Canada
USA
Mexico
China
Q5a4. And, have you bought watermelon from (INSERT COUNTRY) in the past year?
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Brazil
Spain
Turkey
Iran
Japan
Base: Total Respondents
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Country Purchase Watermelon From the Most
However, the U.S. is where most of the Canadian shoppers buy their watermelon from (48%),
followed by Canada (38%).
Country Purchase Watermelon From the Most
China
Canada
USA
Mexico
Spain
Brazil
Turkey
80%
70%
60%
48%
50%
38%
40%
30%
20%
10%
10%
1%
1%
1%
1%
0%
2013
Q5a5. Which country do you purchase watermelon from the most?
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Base: Total Respondents
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PRODUCE SAFETY
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Concern With Produce Safety
Similar to the U.S., food safety is also an issue in Canada – as two-thirds are “extremely/very/
somewhat” concerned about the produce they buy (Canada – 66% vs. U.S. – 71%).
Concern with Safety of Produce Purchased
40%
35%
38%
34%
33%
32%
29%
30%
34%
Extremely/very
concerned
Somewhat
concerned
25%
Not very/not at
all concerned
20%
15%
10%
5%
0%
USA - 2013
Canada - 2013
Q1c. How concerned are you with the safety of the produce that you purchase? Would you say you are…?
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Base: Total respondents
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Is Produce Safety More Of An Issue Today
In fact, about 6 in 10 played back that the safety of the produce they eat is more of an issue
now than ever before – in both countries (Canada – 61% vs. U.S. – 62%).
Is Produce Safety More Of An Issue Today
70%
62%
Yes
61%
60%
No
50%
Don't know
40%
30%
28%
28%
20%
12%
11%
10%
0%
USA - 2013
Q1d. Do you consider the safety of produce more of an issue today than it was in the past?
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Canada - 2013
Base: Total respondents
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HEALTH PERCEPTIONS
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Health Perceptions – Awareness
Nearly 6 in 10 of the consumers (in both the U.S. and Canada) are reportedly aware of health
benefits provided by watermelon (Canada – 55% vs. U.S. – 57%).
Awareness of Health Benefits
60%
57%
55%
Yes
50%
No
45%
43%
40%
30%
20%
10%
0%
USA - 2013
Q2a. Are you aware of any health benefits that watermelon provides?
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Canada - 2013
Base: Total Respondents
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Health Perceptions – Purchase Intent
Along these lines, and reinforcing the importance of its “healthy image”, about 7 in 10 of the
shoppers indicated that knowing watermelon is “healthy/nutritious” makes them more apt to
buy it in the future (Canada – 71% vs. U.S. – 75%).
Purchase Intent Based on Health Benefits
80%
75%
71%
70%
60%
Yes
50%
No
40%
30%
20%
Don't
know
23%
18%
7%
10%
6%
0%
USA - 2013
Canada - 2013
Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future?
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Base: Total Respondents
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Health Perceptions – Specific Awareness
Benefits Provided by Watermelon
Playback of specific health benefits provided by watermelon is strong and more or less at
parity when comparing Canada to the U.S. – with at least 6 in 10 of the shoppers mentioning it
“is low in fat”, “low in calories” and “has lots of vitamins”.
U.S. – 2013
%
Canada - 2013
%
Watermelon is low in fat
76
79
Watermelon is low in calories
73
76
Watermelon has vitamins
65
65
Watermelon is high in Vitamin C
53
51
Red Watermelon contains the antioxidant lycopene
47
45
Watermelon is high in Vitamin A
38
31
Watermelon consumption is good for cardiovascular function
37
37
The amino acids in watermelon help maintain arteries and blood flow promoting heart health
36
34
Watermelon is high in Vitamin B-6
30
23
(1838)
(553)
BASE
Q2c. What health benefits are you aware of that watermelon provides?
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Base: Respondents Aware of Watermelon Health Benefits
YOUR LOGO
Health Perceptions – Source of Information
Consumers learn about watermelon health benefits mainly from the “Internet – not via social media” (Canada
– 30% vs. U.S. – 28%), “magazines/newspapers” (Canada – 25% vs. U.S. – 25%) and “friends/
family” (Canada – 21% vs. U.S. – 23%), followed at lower levels by – “television” (Canada – 16% vs. U.S. –
18%), “books” (Canada – 15% vs. U.S. – 13%) and “nutrition labeling” (Canada – 8% vs. U.S. – 15%).
U.S. – 2013
%
Canada - 2013
%
Internet (not via social networking)
28
30
Magazines and newspapers
25
25
Friends/family
23
21
Television
18
16
Books
13
15
Internet (via social networking)
11
10
Nutrition labeling
15
8
School/classes
13
8
Supermarket/grocery store
11
6
Doctor/healthcare provider
10
7
Weight Watchers
5
5
Radio
4
3
On the actual watermelon
5
2
On the watermelon bin
5
2
Don‘t know
19
19
(1838)
(553)
Information Source
BASE
Q3. And, do you remember where you learned or read about watermelon health attributes?
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Base: Respondents Aware of Watermelon Health Benefits
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Health Perceptions – Lycopene Content
Awareness that watermelon contains more lycopene than any other fresh produce is strong –
while somewhat higher (directionally) in the U.S. vis-à-vis Canada (Canada – 40% vs. U.S. –
46%).
Watermelon and Lycopene Content
70%
60%
60%
50%
54%
Yes
46%
No/Don't
know
40%
40%
30%
20%
10%
0%
USA - 2013
Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item?
Page § 29
Canada - 2013
Base: Respondents Who Are Aware Red Watermelon Contains Lycopene
YOUR LOGO
VALUE FOR THE MONEY
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Perceived Value for the Money
Watermelon is perceived to be a “much/somewhat better value for the money” compared to
other produce items by three-fifths of the shoppers in the U.S. (60%) – again marginally higher
compared to Canada (54%).
Value for the Money
70%
Much/
Somewhat
better value for
the money
60%
60%
54%
50%
42%
40%
An equal value
for the money
36%
30%
Somewhat/
Much worse
value for the
money
20%
10%
4%
4%
0%
USA - 2013
Q7b. Compared to other produce items you’ve purchased this summer, do you think watermelon is…?
Page § 31
Canada - 2013
Base: Watermelon Purchasers
YOUR LOGO
PURCHASE BEHAVIOR
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Purchase Behavior – Types of Fruit
In both countries, about 7 in 10 of the respondents purchased watermelon in the past 12
months (Canada – 69% vs. U.S. – 68%) – much higher than other melons (cantaloupe/
honeydew).
Types of Fruit Purchased in Past 12 Months
100%
89%
90%
USA - 2013
93%
85%
89%
Canada - 2013
77%
80%
70%
68%
72%
69%
57%
60%
56%
50%
40%
29%
30%
33%
20%
10%
0%
Watermelon
Q1.
Bananas
Which of the following fruits have you purchased in the last 12 months?
Page § 33
Apples
Oranges
Cantaloupe
Honeydew
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” (Canada – 88% vs. U.S. – 88%), “it is satisfying” (Canada – 79% vs. U.S. – 82%), “my family likes it” (Canada –
84% vs. U.S. – 82%), “it is low in fat” (Canada – 80% vs. U.S. – 79%) and “it is healthy and nutritious” (Canada – 77% vs. U.S.
– 79%).
U.S. – 2013
%
Canada – 2013
%
It is refreshing/cool/juicy
88
88
My family likes it
82
84
It is low in fat
79
80
It is satisfying
82
79
It is healthy and nutritious
79
77
It is good for picnics
77
74
It is a safe food to eat
71
71
It is a good value
71
71
It contains lots of vitamins
66
65
It is good for my heart
58
54
It contains the antioxidant lypocene
52
51
It can be used in a variety of ways
56
49
It is filling
59
48
It is the 2nd lowest fresh produce item in terms of containing pesticides and urbicides
43
37
It has no residue or pathogens
41
36
It is part of my diet to help me lose weight
37
32
(2045)
(646)
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 § 34
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior - Enticements
“By far, the main purchase motivator in both Canada and the U.S. is price related, as about
half of the shoppers agreed that they would purchase watermelon more often “if it was
cheaper/less expensive” (Canada – 47% vs. U.S. – 44%), while second tier responses were
also more or less consistent across the two countries.
Enticements to Purchase Watermelon More Often
50%
45%
If it was cheaper/less expensive
47%
If my family asked for it
44%
If it was more available where I shop
40%
35%
if I knew origin/where it came from
If I knew more ways to use it
32%
30%
if it was healthier
25%
23%
13%
16%
14%
if it was good for my heart
20%
19%
19%
20%
15%
if it looked good in the store
28%
18%
15%
16%
16%
12%
if it would help me lose weight
12%
9%
10%
5%
0%
USA - 2013
Canada - 2013
Q10. What, if anything, would encourage you to purchase watermelon/more watermelon during the summer?
Page § 35
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Reasons for NonPurchase
Additionally, the main watermelon purchase deterrents are that “it’s too big/not convenient” –
somewhat higher in the U.S. (Canada – 23% vs. U.S. – 30%), “it spoils too quickly” (Canada –
23% vs. U.S. – 18%) and “it’s too expensive/not a good value” (Canada – 19% vs. U.S. –
20%).
Reasons for Not Purchasing (More) Watermelon
35%
It has a poor external
appearance
I don’t like the taste
30%
30%
It is too expensive/not a good
value
it is poor quality
25%
23%23%
It's too big/not convenient
20%
20%
19%
18%
It's too hard to cut
16%
14%
15%
Spoils too quickly
13%
It's not available at the store
w here I shop
It has too m any calories
14%
13%
12%
It's not healthy
10%
It's not good for m y heart
6%
4%
5%
2%
4%
3%
1% 1% 1%
2%
3%
3%
3%
1% 1%
0%
USA - 2013
Q11. Why don’t you purchase watermelon/purchase it more often?
Page § 36
Too high in carbs/sugar
5%
0%
My fam ily doesn't like it
It has a poor texture
Canada - 2013
Base: Watermelon Non-Purchasers
YOUR LOGO
Purchase Behavior – Attribute Agreement
(Top-2 Box)
Probably due to the economic shocks both countries endured during the “great recession”, about threequarters of the respondents are reportedly – “paying more attention to prices” (Canada – 81% vs. U.S. –
79%), “more concerned about prices of food products than ever before” (Canada – 77% vs. U.S. –
73%), while 6 in 10 “are cutting back on expenditures” (Canada – 61% vs. U.S. – 63%) and “sacrificing
luxury goods and only buying necessities” (Canada – 64% vs. U.S. – 61%).
Attribute Agreement
90%
80%
70%
81%
79%
73%
63%
61%
I pay attention to prices when I'm
shopping more than I used to
77%
61%
64%
60%
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%
USA - 2013
Canada - 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 § 37
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Penetration by Season
In terms of seasonality, in both countries, watermelon continues to be purchased by nearly all
of the respondents during the summer (Canada – 94% vs. U.S. – 93%), followed by better
than 4 in 10 in the spring, with the fall and winter much lower.
Purchase Penetration
100%
94%
93%
Summer
90%
80%
Spring
70%
Fall
60%
50%
47%
43%
Winter
40%
30%
20%
24%
20%
16%
12%
10%
0%
USA - 2013
Q5a. During which season(s) have you purchased watermelon in the past 12 months?
Page § 38
Canada - 2013
Base: Watermelon Purchasers
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Purchase Behavior – Penetration (Primary
Choice) by Season
Accordingly, watermelon is purchased the most during the summer in Canada and the U.S.
(Canada – 90% vs. U.S. – 89%).
Season When Watermelon is Purchased the Most
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
89%
90%
Summer
Spring
Fall
8%
1%
1%
USA - 2013
Q5b. And, which one season do you purchase watermelon the most?
Page § 39
7%
2%
1%
Winter
Canada - 2013
Base: Watermelon Purchasers
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Purchase Behavior – Primary Reason for
Purchasing Watermelon in the Summer
About 1/3 of the shoppers (in both the U.S. and Canada) indicated that the primary reason watermelon is
purchased most often during the summer is because – “it tastes good/I like to eat it” (Canada – 31% vs.
U.S. – 33%) followed by – “it’s cool/refreshing/juicy” (Canada – 18% vs. U.S. – 15%) and “my family/kids like
it” (Canada – 17% vs. U.S. – 15%).
U.S. – 2013
%
Canada - 2013
%
Tastes good/I like to eat it
33
31
It‘s cool/refreshing/juicy
15
18
My family/kids like it
15
17
It‘s in season
10
9
It‘s healthy and nutritious
6
4
It‘s a good snack
5
4
For a picnic, party or special occasion
3
3
When there is an advertised or promotional price
2
3
It‘s part of my diet to lose weight
1
2
It’s a good value
-
2
(2045)
(646)
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 § 40
Base: Watermelon Purchasers
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Purchase Deterrents – Summer
As indicated earlier, “size” is a constraint to some shoppers in the summer months also – as
about 1 in 3 played back that the primary purchase deterrent is that watermelon is “too
big” (Canada – 33% vs. U.S. – 25%) – followed at much lower levels by “expensive” (Canada
– 19% vs. U.S. – 16%).
Purchase Deterients
35%
33%
It's too big/not convenient
It's too expensive/not a good value
30%
My family doesn't like it
25%
It spoils too quickly
25%
It's hard to cut
15%
10%
5%
It has poor taste
19% 19%
20%
It has poor texture
16% 15%
15%
15%
It's too high in carbs/sugar
Not available at store where I shop
11%
9%
5%5%5%4%4%
2%
6% 6%
4%
It's poor quality
It has a poor external appearance
4%
3%
0%
USA - 2013
Q9. Why don’t you purchase watermelon during the summer? Are there any other reasons?
Page § 41
It has too many calories
1% 1%
1% 1%
It's not healthy
It's not good for my heart
Canada - 2013
Base: Summer Watermelon Non-Purchasers
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Watermelon Behavior Before It Is Consumed
At least 3 in 10 of the shoppers in both countries “wash watermelon” or “run it under tap water”
before they eat/serve it, with about 1/3 doing “nothing” to it.
Watermelon Behavior Before It Is Consumed
Wash it
50%
45%
40%
35%
Run it under tap water
46%
Nothing
41%
34%
35%
32%
33%
30%
25%
20%
15%
10%
5%
0%
USA - 2013
Q13b. What do you do with watermelon before you consume it?
Page § 42
Canada - 2013
Base: Total Respondents
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Type Of Information Interested Seeing On Bins
When asked what type of information they would like to see displayed on watermelon bins in
retail stores, “nutritional information” is #1 (Canada – 48% vs. U.S. – 49%) – much higher than
all of the other options.
Type Of Information Interested in Seeing On Bins
60%
50%
Nutritional information
49%
48%
Eye-catching information/
advertisements
Stickers
40%
30%
20%
16%
18%
16%
19%
16%
9%
10%
19%
19%
19%
QR Codes
Don't care
7%
Nothing
0%
USA - 2013
Q13c. What type of information would you like to see on the watermelon bins at the retail store?
Page § 43
Canada - 2013
Base: Total Respondents
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WATERMELON QUALITY
Page § 44
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Had A Problem With Quality Of Watermelon
About 3 in 10 of the consumers have (ever) had a problem with the quality of watermelon
they’ve purchased (Canada – 34% vs. U.S. – 31%).
Had A Problem With Quality Of Watermelon
USA - 2013
80%
Canada - 2013
69%
70%
66%
60%
50%
40%
34%
31%
30%
20%
10%
0%
Yes
Q15i. Have you ever had a problem with the quality of watermelon that you’ve purchased?
Page § 45
No
Base: Total Respondents
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Types/Seasons With Quality Problem(s)
In both countries, the majority of the quality problems are associated with whole watermelon,
primarily during the summer season, followed by the spring.
U.S. – 2013 – Types/Seasons With Quality Problem(s)
60%
56%
Whole
50%
40%
32%
30%
Mini
22%
20%
21%
7%
10%
9% 10%
9% 8%
10% 10%
6%
Sections/Slices
6% 8% 7%
6%
Cubes
0%
Winter
Spring
Summer
Fall
Canada – 2013 – Types/Seasons With Quality Problem(s)
60%
53%
Whole
50%
40%
30%
Mini
33%
26%
22%
20%
10%
8%
8% 5%
12%
7%
4%
11% 10%
4%
Sections/Slices
9% 8%
4%
Prepared platters/trays
0%
Winter
Spring
Summer
Fall
Q15j. With which of the following types of watermelon did you have a quality problem? And, which season(s) did you have the quality problem?
Page § 46
Base: Watermelon Purchasers with a
Quality Problem
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What Was Done About Quality Problem
Among those who had a problem with the quality of watermelon, at least half “didn’t do
anything about it” (Canada – 59% vs. U.S. – 53%), while about 2 in 10 “returned it to the
store” (Canada – 16% vs. U.S. – 19%) or “stopped buying watermelon” (Canada – 19% vs.
U.S. – 19%).
What Was Done About Quality Problem
70%
Didn't do anything
59%
60%
I returned it to the store
53%
50%
I stopped buying watermelon
40%
I changed the store where I
purchase watermelon
30%
20%
19%
19%
16%
15%
10%
5%
I looked at the sticker/label
of the watermelon for
contact information
19%
7%
5%
0%
USA - 2013
Q15k. What did you do when you had a problem with the quality of watermelon?
Page § 47
Canada - 2013
Base: Watermelon purchasers with a
Quality Problem
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Months/Weeks Stopped Buying Watermelon
Additionally, after they had a problem with the quality of watermelon, purchasers stopped
buying it on average for about 4 months (Canada – 17.24 vs. U.S. – 17.83) – somewhat longer
in the U.S.
Months/Weeks Stopped Buying Watermelon
USA - 2013
Canada - 2013
25
20
17.83
17.24
15
10
5
0
Weeks
Q15l. Please insert the number of months and weeks that you stopped buying watermelon?
Page § 48
Base: Watermelon purchasers with a
Quality Problem
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Concern With Quality Of Fruit Sold In Bunches
Seven in 10 of the consumers have the same concern about fruit that is sold in bunches (i.e.
apples, bananas) compared to watermelon (Canada – 73% vs. U.S. – 70%), while about 2 in
10 are more concerned about fruit that comes in bunches (Canada – 18% vs. U.S. – 19%) and
about 1 in 10 less concerned (Canada – 9% vs. U.S. – 11%).
Concern With Quality Of Fruit Sold In Bunches Compared to Watermelon
80%
73%
More concerned about fruit
that comes in bunches
70%
70%
60%
About the same amount of
concern about fruit that
comes in bunches
50%
40%
30%
20%
Less concerned about fruit
that comes in bunches
19%
18%
11%
9%
10%
0%
USA - 2013
Canada - 2013
Q15m. How concerned are you with the quality of fruit that is sold in bunches – such as apples or bananas compared to watermelon?
Page § 49
Base: Total Respondents
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Specific Time Of Year More Concerned
In both countries, about half of the respondents are not more concerned about watermelon
quality during a specific time of the year (Canada – 54% vs. U.S. – 56%), while among those
who are, winter is the season they are most apt to play back (Canada – 35% vs. U.S. – 26%).
Specific Time Of Year More Concerned
60%
56%
54%
Winter (December - March)
50%
Spring (April - May)
40%
30%
35%
Summer (June - August)
26%
Fall (September - November)
20%
13%
10%
9%
No specific time of year
11%
8%
9%
9%
0%
USA - 2013
Canada - 2013
Q15o. Is there a specific time of year when you are more concerned about the quality of watermelon?
Page § 50
Base: Total Respondents
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Ranking Of Importance
When purchasing watermelon, “quality” is by far the most important factor to consumers
(Canada – 1.90 vs. U.S. – 1.91), followed by “pricing” (Canada – 2.12 vs. U.S. – 2.38),
“season” (Canada – 2.83 vs. U.S. – 2.59) and lastly, “country of origin” (Canada – 3.15 vs.
U.S. – 3.11).
U.S. – 2013
Canada – 2013
MEANS
MEANS
Quality
1.91
1.90
Pricing
2.38
2.12
Season
2.59
2.83
Country of Origin
3.11
3.15
Ranking of Importance – Summer
Q15p. Please rank the following in terms of importance when purchasing watermelon.
Page § 51
Base: Total respondents
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SOCIAL MEDIA
Page § 52
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Social Media
Facebook is the dominant social networking website in both countries, as about three-quarters
of the shoppers belong to Facebook.com (Canada – 77% vs. U.S. – 73%), with all of the
others significantly lower.
Social Media Website Membership
90%
Facebook.com
80%
Twitter.com
77%
73%
Linkedin.com
70%
Pinterest.com
Google+.com
60%
Instagram.com
50%
Myspace.com
Classmates.com
40%
30%
20%
10%
26%
Tumblr.com
24%
23% 21%
12%
18%
11%9%
5% 4%
25%
23%
19%20%
9%
StumbleUpon.com
16%
None of the above
4% 5% 5% 5%
0%
USA - 2013
Q21b. Which, if any, of the following social networking websites do you belong to?
Page § 53
Canada - 2013
Base: Total Respondents
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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
they belong to in order to receive new recipes, health information, etc. (Canada – 45% vs.
U.S. – 50%).
Interest in Connecting With NWPB Via Social Media
60%
55%
50%
50%
Somewhat
interested
Not very/ not at
all interested
40%
30%
Extremely/ very
interested
25%
25%
23%
22%
20%
10%
0%
USA - 2013
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 § 54
Canada - 2013
Base: Respondents Who Belong to
Social Networking Websites
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Social Media
Specifically, of those interested in receiving information from the NWPB via social media,
better than 6 in 10 would like to be contacted via “email” (Canada – 65% vs. U.S. – 63%),
followed at much lower levels by “the social networking site they belong to” (Canada – 27% vs.
U.S. – 33%).
Interest in Receiving Social Media Updates/Alerts From NWPB
70%
65%
63%
Email
60%
Through the social
networking site you
belong to
50%
40%
Text message
33%
27%
30%
20%
13%
15%
13%
10%
I don't want to receive
updates/alerts
4%
0%
USA - 2013
Canada - 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
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MOBILE DEVICES
Page § 56
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Mobile Devices
About 2 in 10 of the respondents use their mobile device to assist with grocery shopping
(Canada – 18% vs. U.S. – 26%).
Mobile Device Used When Grocery Shopping
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
74%
26%
USA - 2013
Q15d. Do you ever use your mobile device to assist you with grocery shopping?
Page § 57
82%
Yes
No
18%
Canada - 2013
Base: Total Respondents
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Mobile Devices
Of those who call upon their mobile device to assist with grocery shopping, about half use it “to
compare prices” (Canada – 48% vs. U.S. – 56%), followed by “for coupons” (Canada – 39%
vs. U.S. – 60%), while 40% mentioned “to find better pricing” in the U.S., much higher than
Canada (Canada – 24% vs. U.S. – 40%).
How Mobile Phone is Used When Grocery Shopping
85%
USA - 2013
Canada - 2013
75%
65%
60%
56%
55%
45%
48%
40%
39%
35%
28%
24%
25%
17%
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
YOUR LOGO
Mobile Devices
About 2 in 10 of the consumers plan to use their mobile device in the future to assist with
grocery shopping via QR codes, coupons, better pricing, etc. (Canada – 17% vs. U.S. – 25%).
Plan to Use Mobile Device to Assist with Shopping via QR Codes
85%
USA - 2013
Canada - 2013
83%
75%
75%
65%
55%
45%
35%
25%
25%
17%
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 § 59
No
Base: Respondents Who Have Not Used Mobile Phone to
Assist With Grocery Shopping
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Demographic Information
RACE
2013 % AGE
2013 % Caucasian (Non-Hispanic)
90
19-24
11
Asian
3
25-29
9
African-American
2
30-35
11
Hispanic/Latino
2
36-39
10
Other
2
40-45
11
INCOME
2013 % 46-49
12
50-55
13
Less than $15,000
6
56 and older
22
$15,000 – less than $24,999
9
$25,000 – less than $34,999
12
EDUCATION
$35,000 – less than $49,999
17
2013 % $50,000 – less than $74,999
17
Some high school or less
3
$75,000 – less than $99,999
16
High school graduate
17
$100,000 – less than $124,999
7
Some college/AA/Trade/Tech.
43
$125,000+
7
College graduate
29
Refused
8
Post graduate degree (masters
or doctorate)
8
FAMILY MEMBER
CONSUMING WATERMELON
2013 % You
43
Spouse/significant other
23
Child
26
Other
5
Don’t know
4
Page § 60
GENDER
2013 % Male
30
Female
70
NUMBER OF PEOPLE LIVING
IN HOUSEHOLD
2013 % 1
24
2-3
55
4 or more
21
Eat watermelon - MEAN
2.46
CHILDRENS INFLUENCE ON
WATERMELON PURCHASE
2013 % Greatly influence purchases
36
Somewhat influence purchases
45
Do not influence purchases
19
NUMBER OF CHILDREN
(UNDER 18) IN HOUSEHOLD
2013 % None
60
1
19
2-3
20
4 or more
1
Base Size Varies
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