WATERMELON
US CONSUMER STUDY
Prepared by:
Rose Research LLC
October 12, 2011
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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 (among the various
forms – seeded, seedless, mini, fresh cut, etc.), reasons for purchasing each type, as well as its future
growth potential and marketplace opportunities. In addition, the NWPB would also like to continue to focus
on summer and import purchasing behavior among domestic consumers, and as a result, we have
conducted two waves of interviewing – one during June, July and August and the other in March of 2011.
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, the affect
promotional tactics have on sales of watermelon, 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.).
Methodology
A quantitative project was conducted online among a total of 4,200 consumers, with 1,000 surveys
conducted in March and 3,200 in June, July and August, 2011. 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 2011 study are compared to previously conducted domestic
studies.
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Overview
The macro-trend of “eating healthy” continues – as better than three-quarters of the population indicated that
knowing that watermelon is “healthy” and “nutritious” makes them more likely to buy it in the future.
Moreover, younger shoppers (under 46 years of age), more affluent households (earn $75k or more a year)
and families with children under the age of 18 living with them are even more apt to feel this way.
Furthermore, when it comes to specific health perceptions, while the vast majority of the shoppers continue
to play back that watermelon is “low in fat” (81%) and “low in calories” (75%) – awareness that “it is good for
cardiovascular function” and “helps arteries and blood flow promoting heart health” both climbed compared
to last year. In addition, knowing that watermelon contains more lycopene than any other fresh produce item
continues to grow – as more than 4 in 10 played this back – also higher than last year. However, among
those who know red watermelon contains lycopene, nearly half (45%) don’t know what benefit it provides,
while those who do (know the benefits of lycopene) – 3 in 10 recognize that it’s “good for the heart” (29%)
and one-fifth believe that it “fights/prevents cancer” (20%). Additionally, about four-fifths of the shoppers
indicated that knowing that watermelon is “good for their heart” makes them want to buy “more of it in the
future”.
Importantly, in addition to its healthy perceptions (and particularly meaningful in these challenging economic
times) watermelon’s perceived “value for the money” rating are also encouraging – as at least three-fifths of
the shoppers indicated that it is a “much/somewhat better value for the money compared to other produce
items” (61% - higher than the last two years).
All in all, watermelon seems well positioned for continued growth, as key consumer perceptions are
improving – including its image (among summer respondents) of being a “safe food to eat” – which climbed
significantly from 35% to 40% this year – and “being good for the heart” (28% up significantly from 21% in
2010).
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HEALTH PERCEPTIONS
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Health Perceptions – Awareness
More or less in line with last year, nearly two-fifths of the general population indicated that they
are aware of health benefits provided by watermelon (summer – 37% & import – 40%).
Awareness of Health Benefits - Summer
70%
60%
50%
40%
30%
20%
10%
0%
65%
62%
50%
38%
50%
64%
56%
37%
36%
2006
2008
Yes
No
44%
35%
2004
63%
2009
2010
2011
Awareness of Health Benefits - Import
70%
56%
60%
50%
47%
44%
60%
56%
53%
44%
Yes
No
40%
40%
30%
20%
10%
0%
2008
2009
Q2a. Are you aware of any health benefits that watermelon provides?
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2010
2011
Base: Total Respondents
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Health Perceptions – Awareness (Yes)
On the other hand, higher than the general population, watermelon purchasers, residents of California,
affluent households (earn $75K per year or more), college graduates and consumers with children under the
age of 18 living in their household are more aware of watermelon’s health benefits compared to their
respective counterparts.
Purchasers
60%
50%
Region
Summer
Import
48%
44%
40%
30%
43%
40%
37%
38%
West
Plains
31%
35%
South
Central
Great
Lakes
38%
39%
33%
30%
29%
23%
50%
20%
20%
10%
10%
0%
0%
Yes
Income
50%
Children Under 18
45%
40%
34%
California
No
38%
41%
40%
30%
39%
20%
38%
10%
37%
Education Level
50%
40%
40%
Under $50k $50k - $75k
$75k or
more
37%
Page § 6
32%
20%
10%
0%
35%
Q2a. Are you aware of any health benefits that watermelon provides?
46%
30%
36%
0%
Southeast Mid South Northeast
Yes
No
Under College
Grad.
College Grad. +
Base: Total Respondents
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Health Perceptions – Purchase Intent
Furthermore, and eliciting the highest purchase intent level since 2006, more than threequarters of the shoppers agreed that knowing that watermelon is healthy and nutritious makes
them more likely to want to purchase it in the future (summer – 76% & import – 77%).
Purchase Intent Based on Health Benefits - Summer
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
78%
77%
74%
72%
Yes
76%
71%
No
21%
21%
8%
2%
0%
2004
20%
18%
2006
2008
20%
16%
9%
8%
2009
Don't
know
2010
8%
2011
Purchase Intent Based on Health Benefits - Import
Yes
100%
80%
74%
72%
77%
67%
No
60%
40%
20%
17%
8%
18%
10%
20%
13%
15%
Don't
know
8%
0%
2008
2009
2010
Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future?
Page § 7
2011
Base: Total Respondents
YOUR LOGO
Health Perceptions – Purchase Intent (Yes)
Younger watermelon purchasers (under 46), consumers residing in the Southeast, higher income
households (earn $75k or more a year) and those with children under the age of 18 living with them in their
household are even more apt to want to purchase watermelon because it’s healthy and nutritious.
Purchasers
100%
86%
Region
Summer
Import
85%
80%
66%
78%
76%
52%
60%
82%
80%
80%
75%
75%
74%
72%
40%
20%
76%
76%
75%
74%
G reat
L akes
S o utheas t M id S o uth N o rtheas t
72%
70%
68%
0%
Yes
Income
82%
80%
78%
76%
74%
72%
70%
68%
C alifo rnia
No
Wes t
78%
84%
82%
Age
82%
80%
73%
78%
76%
76%
74%
$75k or
more
72%
Yes
No
Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future?
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S o uth
C entral
Children Under 18
81%
Under $50k $50k - $75k
P lains
79%
78%
77%
76%
75%
74%
73%
72%
71%
70%
78%
73%
Under 46
46+
Base: Total Respondents
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Health Perceptions – Specific Awareness
While the vast majority continue to report that watermelon is “low in fat” (81%) and “low in calories” (75%),
awareness has increased among consumers (both summer and import) in terms of “being good for
cardiovascular function” (2011 – 49% & 46% vs. 2010 – 45% & 37%, respectively) and “helping arteries and
blood flow promoting heart health” (2011 – 42% each vs. 36% and 33%, respectively).
2011
Summer
%
2011
Import
%
2010
Summer
%
2010
Import
%
2009
Summer
%
2009
Import
%
2008
Summer
%
2008
Import
%
Watermelon is low in fat
81
81
82
81
82
79
84
85
Watermelon is low in calories
75
75
76
71
76
70
80
82
Watermelon has vitamins
66
64
67
65
61
64
68
69
Red Watermelon contains the antioxidant
lycopene
57
57
55
56
55
50
49
43
Watermelon is high in Vitamin C
49
50
48
49
45
43
52
56
Watermelon consumption is good for
cardiovascular function
49
46
45
37
34
27
35
31
The amino acids in watermelon help
maintain arteries and blood flow promoting
heart health
42
42
36
33
29
24
32
25
Watermelon is high in Vitamin A
32
31
31
30
27
27
29
27
Watermelon is high in Vitamin B-6
27
24
23
28
20
16
25
21
(1192)
(400)
(1140)
(131)
(1408)
(143)
(1389)
(175)
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
More of the respondents are learning about watermelon health benefits from magazines/newspapers (2011 32% vs. 2010- 27%), while the internet (28%), friends/family (23%), television (18%), nutrition labeling
(16%), books (15%), supermarket/grocery store (13%) and school/classes (10%) were other sources played
back.
2011
Summer
%
2010
Summer
%
2009
Summer
%
2008
Summer
%
2006
Summer
%
2004
Summer
%
Magazines and newspapers
32
27
25
27
36
29
Internet (not via social networking)
28
27
NA
NA
NA
NA
Friends/family
23
25
22
27
9
9
Television
18
15
14
21
4
6
Nutrition labeling
16
12
9
9
5
3
Books
15
13
11
11
9
10
Supermarket/grocery store
13
11
9
11
2
3
School/classes
10
9
9
12
9
10
Doctor/healthcare provider
9
8
5
6
3
3
Internet (via social networking)
6
6
NA
NA
NA
NA
On the actual watermelon
4
4
4
2
-
-
Radio
4
4
2
3
1
*
Weight Watchers
7
3
4
6
-
-
On the watermelon bin
6
3
4
4
-
-
Don‘t know
18
18
20
15
28
33
(1192)
(1140)
(1408)
(1389)
(1220)
(2296)
BASE
Q3. And, do you remember where you learned or read about watermelon health attributes?
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Base: Summer Respondents Aware of Watermelon Health Benefits
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Health Perceptions – Lycopene Content
Positively, awareness that watermelon contains more lycopene than any other fresh produce
item continues to grow - - as more than 4 in 10 of the shoppers are aware of it (summer –
47% & import – 41%).
Watermelon and Lycopene Content - Summer
80%
70%
60%
50%
40%
30%
20%
10%
0%
74%
Yes
76%
62%
59%
41%
26%
58%
47%
42%
38%
53%
No/Don't
know
24%
2004
2006
2008
2009
2010
2011
Watermelon and Lycopene Content - Import
80%
70%
60%
50%
40%
30%
20%
10%
0%
68%
61%
39%
2008
2009
Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item?
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59%
No/Don't
know
41%
38%
32%
Yes
62%
2010
2011
Base: Respondents Who Are Aware Red Watermelon Contains Lycopene
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Health Perceptions – Lycopene Content (Yes)
Specifically, summer watermelon purchasers and those under the age of 46 are significantly
more likely to know that watermelon contains more lycopene than any other fresh product item
compared to their counterparts.
Summer Purchasers
Age
60%
50%
48%
50%
48%
50%
46%
40%
32%
44%
30%
42%
41%
20%
40%
10%
38%
0%
36%
Yes
No
Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item?
Page § 12
Under 46
46+
Base: Respondents Who Are Aware Red Watermelon Contains Lycopene
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Health Perceptions – Benefits Associated with
Lycopene
While 45% of the respondents who know that red watermelon contains lycopene are unaware of its benefits,
nearly 3 in 10 recognize that it’s “good for the heart” (29%), while one-fifth played back that it “fights/
prevents cancer” (20%).
Benefits Associated with Lycopene - Summer
50%
45%
45%
40%
Eye health/Good for
vision
35%
30%
29%
Antioxidant/Fights
free radicals
25%
20%
20%
15%
Good for heart/
Cardiovascular
health
Cancer fighting/
Prevents cancer
Good for your health
11%
11%
8%
10%
5%
8%
Prostate health
Nothing/ Don't know
0%
2011
Q2e. And, what benefits do you associate with the antioxidant lycopene? Any others?
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Base: Summer Respondents Who Are Aware Red Watermelon Contains Lycopene
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Health Perceptions – Heart Healthy
Additionally, and more or less in line with last year’s findings, more than three-quarters of the
primary grocery shoppers indicated that watermelon is “healthy for their heart” – however, still
much lower than apples, bananas and oranges.
Healthy for the Heart
94% 94%
93% 92% 91% 90% 90% 89% 89%
100%
90%
80%
84%
83%
82%
2010 Summer
80%
78% 77%
80%
76% 76%
2011 Summer
70%
2011 Import
60%
50%
40%
30%
20%
10%
0%
Apples
Q1b.
Bananas
Oranges
Which of the following foods do you consider to be healthy for your heart?
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Cantaloupe
Honeydew
Watermelon
Base: Total Respondents
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Health Perceptions – Heart Healthy
Also encouraging, about four-fifths of the shoppers indicated that knowing watermelon is
“good for your heart” makes them want to purchase more of it in the future (summer – 77% &
import – 80%) - - its highest level since 2008.
Awareness of Heart Healthy Benefits - Summer
100%
Yes
82%
76%
80%
77%
74%
No
60%
Don't
know
40%
13%
20%
16%
5%
18%
7%
15%
8%
8%
0%
2008
2009
2010
2011
Awareness of Heart Healthy Benefits - Import
100%
81%
80%
Yes
80%
77%
69%
No
60%
40%
20%
14%
5%
14%
22%
9%
9%
14%
Don't
know
7%
0%
2008
2009
2010
Q4. And, would knowing watermelon is good for your heart make you want to purchase more of it in the future?
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2011
Base: Total Respondents
YOUR LOGO
Health Perceptions – Heart Healthy (Yes)
As such, watermelon purchasers, affluent households (earn $75K or more a year) and
consumers with children under the age of 18 residing with them would purchase more
watermelon if they knew it was “good for their heart”.
Children Under 18
Purchasers
100%
90%
Summer
Import
86% 88%
84%
84%
83%
Income
83%
82%
82%
80%
68%
70%
82%
80%
81%
60%
55%
80%
50%
76%
79%
40%
30%
78%
20%
77%
10%
78%
75%
74%
72%
76%
70%
0%
Yes
No
75%
Yes
No
Q4. And, would knowing watermelon is good for your heart make you want to purchase more of it in the future?
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78%
78%
Under
$50k
$50k - $75k
$75k or
more
Base: Total Respondents
YOUR LOGO
Health Perceptions – Heart Healthy
Both summer/import watermelon purchasers, higher income households (at least $50k per year), those
aware of watermelon’s health attributes, college graduates and consumers residing in the West and the
Plains states are most likely to recognize watermelon’s heart healthy attributes.
Purchasers
85%
Summer
Import
81%
80%
80%
Region
78%
76%
75%
69%
70%
82%
80%
69%
65%
74%
72%
60%
70%
68%
Yes
No
Income
79%
78%
78%
78%
100%
91%
67%
$75k or
more
Page § 17
West
Plains
South
Central
Great
Lakes
Southeast
Mid
South
Northeast
Education Level
78%
75%
75%
65%
60%
0%
Which of the following foods do you consider to be healthy for your heart?
75%
70%
20%
Under $50k $50k - $75k
75%
80%
40%
73%
76%
76%
72%
60%
75%
74%
Q1b.
76%
California
80%
75%
80%
Awareness of Health Attributes
77%
76%
80%
Yes
No
Under College
Grad.
College Grad. +
Base: Total Respondents
YOUR LOGO
Health Perceptions – Reaction to Logo
In addition, about one-quarter of the shoppers indicated that their first reaction to the
watermelon heart logo is that it is “cute” (22%), followed by – “watermelon is good for your
heart” (12%) and “I like it/it’s appealing” (11%).
Reaction to “I Love Watermelon” Logo
25%
22%
Cute
20%
Watermelon is
good for your
heart/heart
healthy
15%
12%
11%
10%
I like it/love
it/appealing
!
5%
0%
2011
Q15d. Can you tell me your first reaction to the following logo (I love watermelon heart logo)?
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Base: A Subset of Summer Respondents
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Health Perceptions – Influence of Health Claims
Encouragingly, and high across the board, all of the health claims tested were considered to
be influential, as at least three-fifths of the respondents indicated that the claims would
motivate them to buy watermelon.
Influence of Health Claims - Summer
70%
68%
66%
64%
62%
60%
58%
56%
54%
Eating w atermelon can help maintain cardiovascular health
69%
66%
65%
62%
65%
63%
61%
62% 62%
60%
2010
2011
Watermelon amino acids citrulline and arginine can help
maintain blood flow and heart health
Watermelon has amino acids such as citrulline and arginine
that help maintain arteries
Watermelon consumption increases free arginine and
citrulline, w hich can help maintain cardiovascular function
Amino acid citrulline can help maintain blood flow w ithin the
heart
Increased consumption of citrulline can help maintain
cardiovascular function
Influence of Health Claims - Import
Eating w atermelon can help maintain cardiovascular health
75%
70%
65%
60%
70%
65%
62%
68% 67%
64%
60% 59%
55%
50%
2010
2011
62%
65%
Watermelon amino acids citrulline and arginine can help
maintain blood flow and heart health
Watermelon has amino acids such as citrulline and arginine
that help maintain arteries
Watermelon consumption increases free arginine and
citrulline, w hich can help maintain cardiovascular function
Amino acid citrulline can help maintain blood flow w ithin the
heart
Increased consumption of citrulline can help maintain
cardiovascular function
Q13. Using a 5 point scale, where a 5 means that it would be “extremely influential” and a 1 means it would “not be influential”,
how would you rate the following health claims in terms of making you want to buy watermelon during the summer season?
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Base: Total Respondents
YOUR LOGO
VALUE FOR THE MONEY
Page § 20
YOUR LOGO
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 (61% - higher than the last two years –
57%), with 36% indicating it’s an “equal value” and only 3% a “somewhat/much worse value”.
Value for the Money - Summer
70%
62%
60%
61%
57%
57%
Much/
Somewhat
better value for
the money
50%
40%
39%
39%
An equal value
for the money
36%
33%
30%
Somewhat/
Much worse
value for the
money
20%
10%
5%
4%
3%
3%
0%
2008
2009
2010
Q7b. Compared to other produce items you’ve purchased this summer, do you think watermelon is…?
Page § 21
2011
Base: Summer Watermelon Purchasers
YOUR LOGO
Perceived Value for the Money
Younger watermelon purchasers (under 46), those aware of its health attributes and
consumers living in California and the Southeast are more apt to consider watermelon a good
value for the money vis-à-vis their respective counterparts.
Summer Purchasers
70%
60%
50%
40%
30%
20%
10%
0%
Region (Top-2 Box)
61%
Summer
36%
3%
Top-2 Box
Equal value for $
66%
64%
62%
60%
58%
56%
54%
52%
50%
65%
62%
50%
West
Yes
45%
No
60%
50%
25%
South
Central
Great
Lakes
Southeast Mid South Northeast
Under 46
46 +
46%
29%
30%
33%
20%
20%
10%
2%
4%
10%
3%
3%
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 § 22
52%
40%
34%
30%
Plains
55%
Age
56%
40%
59%
57%
Aware of Health Attributes
60%
62%
59%
California
Bottom-2 Box
65%
Top-2 Box
Equal value for $
Bottom-2 Box
Base: Summer Watermelon Purchasers
YOUR LOGO
SOCIAL MEDIA
Page § 23
YOUR LOGO
Social Media
Facebook membership continues to grow - - as about three-quarters of the shoppers belong to
Facebook.com (74% up from 70% in 2010 and 57% in 2009), with all other social network
websites significantly lower.
Social Media Website Membership – Summer
80%
74%
Facebook.com
70%
70%
60%
Myspace.com
57%
Classmates.com
Twitter.com
50%
Linkedin.com
40%
33%
Reunion.com
28%
30%
25%
22%
21%
20%
15%
11%
10%
5%
15% 15%
14%
3%
17%
18%
21%
16%
Livejournal.com
None of the above
10%
3% 3%
2% 3%
0%
2009
2010
Q21b. Which, if any, of the following social networking websites do you belong to?
Page § 24
2011
Base: Summer Respondents
YOUR LOGO
Social Media – Facebook (Yes)
Summer watermelon purchasers, those residing in the Plains states, college graduates,
younger respondents (under the age of 46) and those with children under the age of 18
residing with them are most likely to belong to Facebook.
Summer Purchasers
78%
76%
74%
72%
70%
68%
66%
64%
62%
60%
Region
77%
80%
75%
78%
72%
74%
74%
76%
75%
70%
66%
72%
67%
65%
60%
Yes
Education
78%
77%
76%
75%
74%
73%
72%
71%
70%
69%
72%
80%
P lains
S o uth
C entral
G reat
L akes
College grad +
100%
78%
80%
76%
60%
73%
74%
20%
70%
0%
No
80%
65%
40%
72%
Yes
S o utheas t M id S o uth N o rtheas t
Age
79%
Q21b. Which, if any, of the following social networking websites do you belong to?
Page § 25
Wes t
Children Under 18
77%
Under college
grad.
C alifo rnia
No
Under 46
46+
Base: Total Respondents
YOUR LOGO
Social Media
In line with last year, a significant group of the shoppers (more than half) 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. (2011
- 55% & 2010 - 54%).
Interest in Connecting With NWPB Via Social Media – Summer
60%
Extremely/ very
interested
51%
47%
50%
45%
Somewhat
interested
Not very/ not at
all interested
40%
30%
28%
30%
25%
24%
21%
30%
20%
10%
0%
2009
2010
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 § 26
2011
Base: Summer 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, the Mid South and the
Southeast are most interested in connecting with the NWPB via social networking.
Purchasers
35%
30%
25%
20%
15%
10%
5%
0%
31%
Region
Summer
Import
29%
35%
30%
29%
23%
25%
20%
18%
21%
20%
P lains
S o uth
C entral
25%
27%
28%
25%
15%
10%
11%
5%
0%
Yes
Aware of Health Attributes
40%
35%
35%
30%
25%
19%
20%
15%
10%
Yes
C alifo rnia
No
No
G reat
L akes
Children Under 18
35%
30%
25%
20%
15%
10%
5%
0%
S o utheas t M id S o uth N o rtheas t
Age
32%
30%
28%
25%
21%
21%
20%
15%
10%
5%
0%
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 § 27
Wes t
Under 46
46+
Base: Respondents Who Belong to
Social Networking Websites
YOUR LOGO
Social Media
In additional, and consistent with last year, of those interested in receiving information from the
NWPB via social media, about three-quarters would like to be contacted via email (2011 – 72%
vs. 2010 – 72%), followed at much lower levels by “through the social networking site they
belong to” (2011 – 27% vs. 2010 – 31%).
Interest in Receiving Social Media Updates/Alerts From NWPB - Summer
80%
72%
72%
Email
70%
60%
Through the social
networking site you
belong to
50%
Text message
40%
30%
31%
27%
I don't want to receive
updates/alerts
20%
12%
10%
8%
7%
10%
0%
2010
2011
Q21d. How would you be interested in receiving updates/alerts from the National Watermelon Promotional Board?
Page § 28
Base: Summer Respondents Who Were Interested
in Being Contacted by NWPB via Social Media
YOUR LOGO
MOBILE DEVICES
Page § 29
YOUR LOGO
Mobile Devices
One-fifth of the respondents use their mobile device to assist with grocery shopping (20%),
while 29% know what a QR code is.
Mobile Device Used When Grocery Shopping
Aware of QR code
Yes,
20%
No,
80%
Q15d-1. Do you ever use your mobile device to assist you with grocery shopping?
Q15e-1. Do you know what a QR code is when it is used with mobile phones?
Page § 30
Yes,
29%
No,
71%
Base: A Subset of Summer Respondents
YOUR LOGO
Mobile Devices
Of those who use their mobile device to assist with grocery shopping, better than half use it for
coupons (56%) or to compare prices (54%), while 29% utilize it to find better pricing and 23%
for QR codes.
How Mobile Phone is Used When Grocery Shopping
85%
75%
65%
56%
55%
54%
45%
35%
29%
23%
25%
15%
5%
For coupons
To compare prices
Q15f-1. How do you use your mobile phone to assist you with your grocery shopping?
Page § 31
To find better pricing
I use QR codes
Base: A Subset of Summer Respondents Who Have
Used Mobile Phone to Assist With Grocery Shopping
YOUR LOGO
Mobile Devices
The main reasons for not using their mobile phones to assist with grocery shopping include – “haven’t
considered it” (30%), “shop with my paper list, using the mobile phone would be too time consuming” (28%),
“I don’t want to incur the mobile phone data charges” (24%) and “I didn’t know that was possible” (19%).
Reasons Mobile Phones Not Used to Assist With Grocery Shopping
85%
75%
65%
55%
45%
30%
35%
25%
28%
24%
19%
15%
13%
11%
11%
8%
5%
Haven't
I shop with I don't want to
considered it my paper list,
incur the
using the
mobile phone
mobile phone data charges
would be too
time
consuming
Didn't know
that was
possible
I don't know Websites are
My mobile
I don't have a
what website more difficult phone screen good mobile
to go to
to navigate on is too small to reception and/
a mobile
surf the web
or speed
phone
Q15g-1. Why haven’t you yet used your mobile device to assist you with grocery shopping (via QR codes,
coupons, better pricing, etc.)?
Page § 32
Base: A Subset of Summer Respondents Who Have Not
Used Mobile Phone to Assist With Grocery Shopping
YOUR LOGO
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. (28%).
Plan to Use Mobile Device to Assist with Shopping via QR Codes
85%
72%
75%
65%
55%
45%
35%
28%
25%
15%
5%
Yes
Q15h-1. Do you ever plan on using your mobile device to assist you with grocery shopping via QR codes, coupons,
better pricing, etc.?
Page § 33
No
Base: A Subset of Summer Respondents Who Have Not
Used Mobile Phone to Assist With Grocery Shopping
YOUR LOGO
PURCHASE BEHAVIOR
Page § 34
YOUR LOGO
Purchase Behavior – Types of Fruit
Seven in 10 (70%) of the summer respondents purchased watermelon in the past 12 months
– up from 65% last year, while in line with 2010 findings – about three-fifths of the import
sample reportedly bought it in the past year (2011 – 58% vs. 2010 – 57%).
Types of Fruit Purchased in Past 12 Months - Summer
120%
2002
95% 96%
92% 92% 89%89%90% 92%
84%
87% 87%85%
91%
77%
83% 77% 80%
77%
80%
74% 70%69% 70%
71%
72% 65%
72% 74%72%
61%
70% 70%
66%
62%57%
65%
100%
60%
2004
2006
37% 32%
30%
33%36% 32% 29%
40%
20%
2008
2009
2010
0%
Watermelon
Bananas
Apples
Oranges
Cantaloupe
Honeydew
2011
Types of Fruit Purchased in Past 12 Months - Import
100%
93% 92%
89% 92%
89%
90%
88%
86%
80%
60%
58% 60%
77% 78%
79%
77%
58%
57%
2008
55% 58%56%55%
40%
2009
35% 29%
30%
28%
20%
0%
2011
Watermelon
Q1.
Bananas
Apples
Which of the following fruits have you purchased in the last 12 months?
Page § 35
2010
Oranges
Cantaloupe
Honeydew
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Watermelon
Younger respondents (under 46), those aware of watermelon health attributes, higher income
consumers (earn at least $50K per year), those who have children under 18 living in their
household and college graduates are most likely to be watermelon purchasers.
Aware of Health Attributes
Income
100%
80%
70%
60%
50%
40%
30%
20%
10%
0%
79%
80%
60%
60%
40%
20%
0%
Yes
No
80%
77%
75%
70%
66%
65%
60%
Yes
Q1.
No
$50k - $75k
Age
70%
69%
68%
67%
66%
65%
64%
63%
62%
61%
Which of the following fruits have you purchased in the last 12 months?
Page § 36
62%
Under $50k
Children Under 18 Years OId
$75k or more
Education Level
69%
64%
Under 46
76%
70%
46+
70%
69%
68%
67%
66%
65%
64%
69%
66%
Under College
Grad.
College Grad. +
Base: Total Respondents
YOUR LOGO
Purchase Behavior - Motivators
More or less in line with previous data, the primary reason respondents purchase watermelon is because it is “refreshing/cool/
juicy”, followed by – “it is satisfying” and “my family likes it”, while being used “in a variety of ways” and “is the 2nd lowest fresh
produce item in terms of containing pesticides and urbicides” both climbed compared to last year – most probably due to the
marketing efforts of the NWPB.
2011
Summer
%
2011
Import
%
2010
Summer
%
2010
Import
%
2009
Summer
%
2009
Import
%
2008
Summer
%
2008
Import
%
It is refreshing/cool/juicy
91
91
90
87
92
88
93
95
It is satisfying
87
83
85
89
87
85
88
90
My family likes it
86
83
84
74
86
79
89
88
It is a safe food to eat
83
78
82
82
83
76
81
81
It is good for picnics
81
64
80
61
82
56
84
60
It is low in fat
82
82
81
84
81
82
84
79
It is healthy and nutritious
80
83
80
74
80
74
84
83
It is a good value
78
57
76
68
77
76
76
62
It contains lots of vitamins
69
75
67
74
66
71
70
71
It can be used in a variety of ways
65
63
60
66
63
68
59
40
It is filling
66
62
64
68
62
59
62
71
It is good for my heart
65
73
63
66
59
59
63
50
It contains the antioxidant lypocene
56
59
53
71
53
59
53
50
It has no residue or pathogens
50
55
48
50
45
50
48
43
It is the 2nd lowest fresh produce item in
terms of containing pesticides and urbicides
49
46
45
42
44
50
46
40
It is part of my diet to help me lose weight
41
48
41
61
38
38
37
36
2147
109
1995
38
2147
34
1913
42
BASE
Q7a. Thinking about the many reasons you purchase watermelon during the summer/winter, how strongly do you agree or
disagree with the following statements?
Page § 37
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior - Enticements
“Price” continues to be the main purchase motivator, as about half of the summer shoppers
agreed that they would purchase watermelon more often “if it was cheaper/less
expensive” (2011 - 52% vs. 2010 - 50%), while second tier mentions were more or less
consistent with last year.
Enticements to Purchase Watermelon More Often - Summer
60%
56%
50%
40%
31%
30%
22% 21%
20%
20%
19%
24%
20%19% 19%
15%
If it w as cheaper/ less
expensive
If my family asked for it
52%
50%
49%
25%
21% 20% 18%
27%
16%
24%22%
20%19%
10%
0%
2008
2009
2010
2011
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 – Summer (cont’d)
16%
14%
12%
10%
8%
6%
4%
2%
0%
15%
11%
12%
10%
9%
12%
11%
9%
13%
11% 11%
13%
12%
5%
4%
If I knew w here the
product w as coming
from/ knew the origin
If it w as more available
w here I shop
If it w ere healthier
Don't know
2008
2009
2010
Q10. What, if anything, would encourage you to purchase watermelon/more watermelon during the summer/winter?
Page § 38
13%
10%
4%
3%
14%
2011
Nothing
Base: Summer Respondents
YOUR LOGO
Purchase Behavior - Enticements
On par with the summer sample, as well as the 2010 findings, price is also the main purchase driver among
import buyers, as about half agreed that they would be more apt to buy watermelon/buy more of it “if it was
cheaper/less expensive” (2011 – 54% vs. 2010 – 53%), while higher than last year, about one-third also
mentioned – “if it was more available where I shop” (2011 – 36% vs. 2010 – 30%) and “if it looked good in
the store” (2011 – 33% vs. 2010 – 26%).
Enticements to Purchase Watermelon More Often - Import
70%
61%
56%
60%
50%
40%
30%
20%
10%
54%
53%
33%
32%
32%
26%
16 %
16 %
16 %
11%
18 %
14 %
9%
13 %
16 %
16 %
9%
11%
17 %
16 %
10 % 12 %
0%
2008
2009
2010
2011
If it w as cheaper/ less
expensive
If m y fam ily asked for
it
If it looked good in the
store
If it w ould help m e
lose w eight
If I knew m ore w ays to
use it
If it w ere good for m y
heart
Enticements to Purchase Watermelon More Often – Import (cont’d)
36%
40%
36%
30%
30%
20%
10%
If I knew w here the
product w as com ing
from / knew the origin
If it w as m ore
available w here I shop
36%
19%
18%
16%
8%
8%
10%
3%
8%
18%
8%
2%
6%
10%
9%
9%
3%
If it w ere healthier
Don't know
0%
2008
2009
2010
Q10. What, if anything, would encourage you to purchase watermelon/more watermelon during the summer/winter?
Page § 39
2011
Nothing
Base: Import Respondents
YOUR LOGO
Purchase Behavior – Reasons for NonPurchase
The main purchase deterrent among summer buyers continues to be that “it’s too big/not convenient” (2011
– 36% vs. 2010 – 34%), followed at lower levels by “it’s too expensive/not a good value” (2011 – 27% vs.
2010 – 28%) and “it spoils too quickly” (2011 – 23% vs. 2010 – 21%).
Reasons for Not Purchasing (More) Watermelon - Summer
40%
35%
30%
25%
20%
15%
10%
5%
0%
33%
29%
28%
24%
23%
15%14% 14%
13%
11%
27%
21%
16%16%
19%
11%
It's too big/ not
convenient
It's too expensive/ not
a good value
Spoils too quickly
36%
34%
32%
23%
14%
14%14% 13%
My fam ily doesn't like
it
It's too hard to cut
I don't like the taste
2008
2009
2010
2011
Reasons for Not Purchasing (More) Watermelon – Summer (cont’d)
10%
8%
6%
4%
4%
5%
6%
4%
1%
0%
2008
6%
4% 4%
3%
2%
4%
2%
0%
2009
Q11. Why don’t you purchase watermelon/purchase it more often?
Page § 40
Too high in carbs/
sugar
It is poor quality
8%
1%
3% 3%
0%
2010
4% 4%
2%
3%
1%
2011
2%
1%
It's not available at the
store w here I shop
It has a poor external
appearance
It has too m any calories
It's not healthy
Base: Summer Watermelon Non-Purchasers
YOUR LOGO
Purchase Behavior – Reasons for NonPurchase
Higher than last year, the two major reason for not purchasing watermelon among the import sample is also
due to the fact that “it’s too expensive/not a good value” (2011 – 35% vs. 2010 – 29%), followed by “too big/
not convenient” (2011 – 24% dropping vs. 2010 – 30%) and “it’s not available at the store where I normally
shop” (2011 – 20% higher vs. 2010 – 9%).
Reasons for Not Purchasing (More) Watermelon - Import
40%
37%
30%
30% 29%
24%
23%
23%
19%
19%
20%
9%
10%
14%11%
It's too big/ not
convenient
It's too expensive/ not
a good value
Spoils too quickly
35%
33% 33%
31%
11% 10%
14%
12%
17%
14%
9%
12% 11%
0%
2008
2009
2010
My fam ily doesn't like
it
It's too hard to cut
I don't like the taste
2011
Reasons for Not Purchasing (More) Watermelon – Import (cont’d)
25%
20%
16%
15%
12%
10%
5%
7%
4%
11%
9%
4%
0%
2008
6% 6%
2%
0%
7%
6% 6%
2%
2009
Q11. Why don’t you purchase watermelon/purchase it more often?
Page § 41
Too high in carbs/
sugar
It is poor quality
20%
0% 0%
6%
3% 2%
1%
2010
2% 1%
2011
It's not available at the
store w here I shop
It has a poor external
appearance
It has too m any calories
It's not healthy
Base: Import Watermelon Non-Purchasers
YOUR LOGO
Purchase Behavior – Attribute Agreement
(Top-2 Box)
Not surprising, due to the current challenging economic situation, at least four-fifths of the respondents
are “paying more attention to prices” and “more concerned about prices of food products than ever
before”, while about 7 in 10 “are cutting back on expenditures” and “sacrificing luxury goods and only
buying necessities” – all higher compared to last year (among both the summer and import samples).
Attribute Agreement - Summer
100%
80%
78%
84%
75%
68%
80%
66%
73%
69%
60%
40%
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
I am sacrificing luxury items and only
buying the things I need
20%
0%
2010
I pay attention to prices when I'm
shopping more than I used to
2011
Attribute Agreement - Import
100%
80%
75%
85%
73%
66%
83%
60%
74%
71%
I am more concerned about the prices
of food products than ever before
60%
40%
I am cutting back on my expenditures
due to the current economic
environment
I am sacrificing luxury items and only
buying the things I need
20%
0%
2010
2011
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 § 42
I pay attention to prices when I'm
shopping more than I used to
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Penetration by Season
Consistent with previous years’ research, watermelon continues to be purchased by nearly all of the
respondents during the summer, followed by about half in the spring, with one-quarter (of the summer
sample) buying it in the fall (compared to 40% of the import respondents) and 12% (of the summer sample)
in the winter (compared to 19% of the import respondents).
Purchase Penetration - Summer
120%
100%
80%
60%
99%
99%
61%
59%
43%
40%
97%
20%
96%
Summer
Spring
55%
26%
11%
25%
11%
25%
9%
19%
96%
55%
53%
52%
39%
19%
97%
24%
12%
Fall
Winter
0%
2004
2006
2008
2009
2010
2011
Purchase Penetration - Import
120%
100%
96%
94%
95%
80%
60%
40%
53%
Spring
45% 40%
47%
22%
19%
18%
20%
56%
45% 41%
40%
Summer
95%
19%
Winter
0%
2008
2009
Q5a. During which season(s) have you purchased watermelon in the past 12 months?
Page § 43
Fall
2010
2011
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Penetration (Primary
Choice) by Season
As such, watermelon purchase penetration is highest during the summer (summer – 93% &
import – 91%).
Season When Watermelon is Purchased the Most - Summer
100%
93%
93%
93%
93%
Summer
80%
Spring
60%
40%
Fall
20%
5%
5% 1% 1%
1% 0%
5%
0%
2008
2009
5% 1% 1%
1% 1%
2010
Winter
2011
Season When Watermelon is Purchased the Most - Import
100%
91%
93%
88%
91%
Summer
80%
Spring
60%
40%
20%
Fall
6%
2% 0%
4% 2% 1%
6%
0%
2008
2009
Q5b. And, which one season do you purchase watermelon the most?
Page § 44
2010
4%
2%
4% 2% 2%
Winter
2011
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Types by Season
Furthermore, and in line with 2010 and 2009, whole watermelon is the type that is purchased most
often throughout the year (all of the seasons), followed at significantly lower levels by sections/slices,
minis and cubes.
Whole
Sections/Slices
Mini
Cubes
2011 Summer
2010 Summer
2009 Summer
80%
75%
70%
58%
60% 59%
44%
50%
40%
27%
30% 18%
20%
20%
16%
20%
17% 11%11%
10%
6%
6%
10%
2%
0%
80%
75%
70%
57%
60% 56%
50%
42%
40%
24%
30%
19%
19%
18%
20%
20%
15%
17%
12%
11%
9%
6%
10%
3%
0%
80%
75%
70%
60% 58%
55%
50%
42%
40%
25%
21%
30%
19%
19%
17%
17%
20%
11%11%
15%
7%
7%
10%
3%
0%
Spring Summer
Fall
Winter
Spring
Summer
Fall
Winter
Spring
Summer
Fall
Winter
2011 Import
2010 Import
2009 Import
80%
76%
70%
60% 55%
53%
50%
40%
32%32%
24%
30%
22%
22%
15%
16%
20%
14%
11%10%
7%
6%
10%
4%
0%
90%
77%
80%
70%
60% 56%
56%
50%
40%
32%
26%
30%
19%
19%
17%
21%
21%
16%
20%
10%11%
9%
8%
10%
2%
0%
80%
74%
70%
60%
50%
43%
43%
40%
35%
28%
29%
26%
30%
24%
23%
16%
20%
13%10%
13%12%
7%
10%
3%
0%
Spring
Summer
Fall
Winter
Spring
Summer
Fall
Q5c. And, which of the following types of watermelon do you purchase most often during each season?
Page § 45
Winter
Spring
Summer
Fall
Winter
Base: Watermelon Purchasers By Season
YOUR LOGO
Purchase Behavior – Reasons for Purchase
The main reasons both the summer and import samples purchase watermelon is because “it tastes good/I like to eat it”, “it’s
cool/refreshing/juicy”, and “a good snack” – with being “a safe food” (2011 – 40% vs. 2010 – 35%) and “being good for the
heart” (2011 – 28% vs. 2010 – 21%) significantly higher than last year among the summer respondents.
2011
Summer
%
2011
Import
%
2010
Summer
%
2010
Import
%
2009
Summer
%
2009
Import
%
2008
Summer
%
2008
Import
%
Tastes good/I like to eat it
81
72
79
71
81
74
85
69
It‘s cool/refreshing/juicy
79
56
78
55
78
68
83
57
It‘s in season
71
11
73
5
69
3
74
5
It‘s a good snack
66
67
64
68
64
65
72
67
My family/kids like it
54
46
53
34
53
50
62
55
It looked fresh/appealing
54
53
52
45
52
53
59
57
It‘s healthy and nutritious
56
61
55
61
50
65
56
36
It‘s fun to eat
53
45
50
42
50
41
55
45
It‘s a good value
43
26
43
16
41
12
40
12
For a picnic, party or special occasion
42
19
40
5
40
9
48
7
It is a safe food to eat
40
38
35
50
34
35
40
26
When there is an advertised or promotional price
27
21
29
18
28
15
28
21
It has a lot of vitamins
30
35
27
34
23
38
29
21
It‘s good for my heart
28
34
21
16
17
35
22
14
I saw a large display at the store
16
12
15
8
14
15
19
17
It‘s part of my diet to help me lose weight
14
21
12
24
9
21
14
10
To make a carving
7
10
6
8
6
12
6
2
To use as an ingredient in a recipe
6
14
5
3
6
6
6
-
Given a sample in store
4
10
3
-
2
-
3
7
(2147)
(556)
(1995)
(38)
(2147)
(34)
(1913)
(42)
BASE
Q6a. For which of the following reasons do you buy watermelon during the summer/winter months?
Page § 46
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Primary Reason for
Purchase
Nearly 3 in 10 of the respondents indicated that the primary reason watermelon is purchased
most often is because – “it tastes good/I like to eat it”, followed by “it’s cool/refreshing/juicy”
and “my family/kids like it”.
2011
Summer
%
2011
Import
%
2010
Summer
%
2010
Import
%
2009
Summer
%
2009
Import
%
2008
Summer
%
2008
Import
%
Tastes good/I like to eat it
29
28
30
26
30
26
40
38
It‘s cool/refreshing/juicy
21
6
22
5
20
6
16
5
My family/kids like it
12
14
12
13
14
24
17
26
It‘s in season
10
-
10
-
10
-
6
-
It‘s healthy and nutritious
7
11
6
11
6
9
4
10
For a picnic, party or special occasion
3
1
4
3
3
-
4
2
It‘s a good snack
3
9
3
5
3
9
3
5
When there is an advertised or promotional
price
3
1
2
-
3
6
3
2
It looked fresh/appealing
3
9
3
8
3
6
1
5
It‘s good for my heart
1
2
1
8
1
3
**
-
It‘s part of my diet to lose weight
1
4
1
5
1
6
1
2
(2147)
(109)
(1995)
(38)
(2147)
(34)
(1913)
(42)
BASE
Q6b. And, thinking about all the reasons you buy watermelon during the summer/winter months, what is the ONE reason you
purchase it most often?
Page § 47
Base: Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Frequency by Type
Positively, and similar to the last 2 years of data, watermelon is purchased at least once a
month by the majority of the shoppers during the summer.
Whole
Sections/Slices
2009 Summer
Mini
2010 Summer
47%46%
48%
50%
50%
50%
47%
32%
34%
35%
40%
32% 34%
30%
34%
30%
40%
40%
44%
40%
37%
46%
44%
42%
45%
42%
40%
31%
29%29%
30%
26%
20%
2011 Summer
60%
60%
50%
Cubes
21%
20%
20%
29%
28%
28%
27%
25%
23% 23%
20%
20%
21%
18%
15%
11%
11%
9%
10%
10%
4% 4%
6%
4%
4%
3%
6%
3%
Once a 2-3 times
week or a month
more
Once a
month
Once a
season
Once a
week or
more
2-3 times
a month
Once a
month
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 § 48
4% 5%
2%
5%
0%
0%
0%
12%
10%
Once a 2-3 times Once a
week or a month month
more
Once a
season
Base: Summer Watermelon Purchasers By Type
YOUR LOGO
Purchase Deterrents – Summer and Winter
Moreover, and also in line with previous data, the primary purchase deterrent among the summer sample is
price, as watermelon is perceived to be “too expensive” (25%), while it’s also the main reason among the
import sample (39%), followed closely by being “unavailable” (32%) and having “a poor taste” (24%).
Purchase Deterients - Summer
30% 27%
25%
10%
5%
0%
21%
17%
20%
16%
20%
15%
It's too expensive/not a good value
25%
13%
8%
5%
3% 3%
0%
0%
2008
8%
5%6%4%
3%
1%
2009
My family doesn't like it
It has poor taste
15%
10%
6%6%
4%3%
2%
2010
It has poor texture
8% 7%
4%
4%
3% 2%
2011
It's too high in carbs/sugar
Not available at store where I shop
It's poor quality
It has a poor external appearance
It's too cold outside
Purchase Deterients - Import
45% 42%
41%
39%
37%
40%
32%
35%
27%
30%
26% 25%
24%
24%
23%
23%
21%
25%
21%
20%
18%
20%
14%
16%
11%
11%
12%
15%
10%
9%
9%
8%
6%
7%
10%
5%
5%
6%
5%
3%
3%
2%
5%
0%
0%
0%
2008
2009
2010
2011
Q9. Why don’t you purchase watermelon during the summer/winter? Are there any other reasons?
Page § 49
It's too expensive/not a good value
My family doesn't like it
It has poor taste
It has poor texture
It's too high in carbs/sugar
Not available at store where I shop
It's poor quality
It has a poor external appearance
It's too cold outside
Base: Watermelon Non-Purchasers By Season
YOUR LOGO
Purchase Behavior – Watermelon and Quality
Notably, if the consumer has a bad experience with the quality of watermelon, about half indicated that they
would wait longer than normal to purchase it again (51%), while the other half wouldn’t (49%). As such, if
the quality was bad, 51% would wait weeks before buying another one, while 25% would wait months and
11% days. Moreover, (if unhappy with the quality) about 2 in 10 (21%) would ask for a store refund.
If Watermelon Quality Was Bad – Wait Longer Than
Normal For Next Purchase
No,
49%
Ask For Refund
Yes,
21%
Yes,
51%
No,
79%
Length of Time Until Next Watermelon Purchase
51%
51%
41%
25%
31%
21%
11%
11%
5%
4%
3%
More than 6 months
More than a year
I would never buy
watermelon again
1%
Days
Weeks
Months
Q14b. If you or a family member had a bad experience with the (eating) quality of a watermelon you bought,
would you wait longer than normal to purchase another one?
Q14c. How much longer than normal would you wait before you bought another one?
Q14d. And, if you or a family member have a bad experience with the (eating) quality of a watermelon, do you usually ask the store for a refund?
Page § 50
Base: A Subset of Summer Respondents
YOUR LOGO
Purchase Behavior – Watermelon Quality Bad –
Wait Longer Than Normal for Next Purchase (Yes)
Interestingly, less frequent watermelon purchasers, consumers not aware of watermelon’s health benefits
and those residing in the West would wait longer than normal for their next watermelon purchase if they/a
family member had a bad experience with the eating quality of a watermelon.
Region
70%
60%
60%
50%
56%
47%
45%
50%
South Central
Great Lakes
50%
51%
Mid South
Northeast
46%
40%
30%
20%
10%
0%
California
West
Plains
Frequency Summer Purchasers
58%
56%
54%
52%
50%
48%
46%
44%
42%
57%
Aware of Health Benefits
60%
50%
54%
45%
40%
30%
48%
20%
10%
0%
Yes
No
Q14b. If you or a family member had a bad experience with the (eating) quality of a watermelon you bought, would
you wait longer than normal to purchase another one?
Page § 51
Southeast
Yes
No
Base: A Subset of Summer Respondents
YOUR LOGO
Purchase Behavior – 2011 Summer
Watermelon Specifics
Despite the industry seeing lower volume, questionable quality (in some areas) and higher pricing this summer, three-quarters
of the shoppers are purchasing the same amount of whole watermelon based on the current price (75%), with 74% agreeing
that the whole watermelon they have been buying is the same quality. Additionally, about half are buying cut watermelon at
about the same rate, with 36% buying this variety less often and 10% more.
Watermelon Purchasing Based on
2011 Summer Pricing – Whole
Less,
12%
About
the
same,
75%
More,
14%
Quality of Watermelon Recently
Buying
Worse
quality, Better
7%
quality,
20%
Same
quality,
74%
Q15a-1. Thinking about the current price of whole watermelon, are you purchasing more, about the same or less?
Q15b-2. And, thinking about the quality of the whole watermelon you have been recently buying, is it?
Q15c-1. Based on the current pricing of cut watermelon, would you say you are…?
Page § 52
Watermelon Purchasing Based on
2011 Summper Pricing – Cut
More,
10%
Less,
36%
Same
amount,
53%
Base: A Subset of Summer Whole/Cut Watermelon Purchasers
YOUR LOGO
Purchase Behavior – Watermelon and Delta
Airlines Ad
While the incidence of flying on a Delta flight during the months of February or July was low, among those who did,
about one-third recalled seeing a cooking segment on TV featuring – “Mr. Food and his roast pork with watermelon
compote recipe” (summer – 31% & import – 37%), while 33% of the summer shoppers and 40% of the import
sample agreed that they would purchase more watermelon after seeing this cooking segment.
Flown Delta in Feb/July 2011
96%
91%
86%
81%
76%
71%
66%
61%
56%
51%
46%
41%
36%
31%
26%
21%
16%
11%
6%
1%
95%
2011 Summer
94%
2011 Import
5%
6%
Yes
No
Respondents Who Flew – Aware After Segment View – Purchase
of Ad
Intent
96%
91%
86%
81%
76%
71%
66%
61%
56%
51%
46%
41%
36%
31%
26%
21%
16%
11%
6%
1%
2011 Summer
2011 Import
69%
63%
37%
31%
Yes
No
Q15a. Have you flown on a Delta Airlines flight during the month of February/July 2011?
Q15b. And during your flight, do you recall seeing a cooking segment on the Delta/seatback TV featuring “Mr. Food
and his roast pork with watermelon compote recipe”?
Q15c. After seeing this cooking segment, will you purchase...?
Page § 53
96%
91%
86%
81%
76%
71%
66%
61%
56%
51%
46%
41%
36%
31%
26%
21%
16%
11%
6%
1%
2011 Summer
2011 Import
65%
69%
40%
33%
2% 1%
More
The same
Less
watermelon in
amount of
watermelon in
the future
watermelon in
the future
the future
Base: A Subset of Summer Respondents
YOUR LOGO
Demographic Information
RACE
2011 % AGE
2011 % NUMBER OF PEOPLE LIVING
IN HOUSEHOLD
2011 % Caucasian (Non-Hispanic)
81
24 or younger
10
1
21
Asian
5
25-29
17
14
54
7
30-35
2-3
African-American
8
26
5
36-39
4 or more
Hispanic/Latino
Other
2
40-45
12
MEAN
2.8
2011 % 46-49
4
MEAN (who eat watermelon)
2.7
INCOME
50-55
9
Less than $20,000
14
56 and older
26
FAMILY MEMBER
CONSUMING WATERMELON
2011 % $20,000 – less than $30,000
12
MEAN
41.63
You
52
$30,000 – less than $40,000
13
20
11
2011 % Spouse/significant other
$40,000 – less than $50,000
EDUCATION
Child
21
$50,000 – less than $75,000
21
Some high school or less
1
Other
5
$75,000 – less than $100,000
13
High school graduate
18
Don’t know
2
$100,000 – less than $150,000
9
Some college/AA/Trade/Tech.
38
$150,000+
3
College graduate
29
NUMBER OF CHILDREN
(UNDER 18) IN HOUSEHOLD
Refused
4
2011 % MEAN
58.47
Post graduate degree (masters
or doctorate)
13
None
55
CHILDRENS INFLUENCE ON
WATERMELON PURCHASE
2011 % 1
20
GENDER
2011 % Greatly influence purchases
45
2-3
21
Somewhat influence purchases
40
4 or more
3
Do not influence purchases
15
MEAN
2.0
Male
29
Female
71
Base Size Varies
Page § 54
YOUR LOGO