THE NATIONAL WATERMELON PROMOTION
BOARD CONSUMER REPORT
(DOMESTIC)
PREPARED FOR:
THE NATIONAL WATERMELON
PROMOTION BOARD
October, 2006
PREPARED BY:
rose research (r2)
5455 federal highway, suite q
boca raton, fl 33487
phone: (561) 241-1515 fax: (561) 241-1505
BACKGROUND & PURPOSE/METHODOLOGY
2
BACKGROUND & PURPOSE
The National Watermelon Promotion Board (NWPB), a non-profit organization dedicated
to increasing consumer demand for watermelon through marketing, research and
education, commissioned this project to investigate how often U.S. consumers purchase
watermelon (by season), what type of watermelon cut is preferred, factors which
influence purchase behavior and aware of health benefits associated with watermelon. In
addition to interviewing watermelon buyers, non-purchasers were also included in the
survey in order to understand their reasons for rejecting it. All of this information will
then be used to develop a comprehensive and effective marketing strategy.
The following are some of the areas of investigation covered in the research:
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Type of fruit purchased within the past 12 months
Reasons for purchasing watermelon
Most important reason for purchasing watermelon
Seasons during which watermelon is purchased
Watermelon cuts purchased during different seasons (whole, sections/slices,
cubes, mini watermelon)
Type of watermelon purchased most often
Frequency with which particular watermelon cuts are purchased during different
seasons
Reasons for buying particular watermelon cuts
Reasons for not buying watermelon during certain seasons
Preference for seeded or seedless watermelon
Reasons for not buying watermelon in general
Reasons for not buying certain watermelon cuts
Factors influencing purchase intent
Most important factor influencing purchase intent
Awareness of watermelon health benefits
Awareness of lycopene content in watermelon
Purchase intent after knowing of watermelon health benefits
Purchase intent after knowing watermelon is good for the heart
Sources of watermelon health information
Influence of recipes and carvings on purchase intent
Influence of children on purchasing behavior
Person who consumes the most watermelon in the family
Demographics
3
In addition, reaction to the following new product ideas were also measured in this
survey:
WATERMELON JUICE
Introducing…Watermelon juice, a refreshing juice made from real watermelon
which not only tastes great, but also contains natural watermelon health attributes
such as Lycopene, Vitamin C, Vitamin A, Vitamin B and potassium.
WATERMELON SORBET
Introducing…Watermelon sorbet, a refreshing sorbet made from real watermelon
juice, which not only tastes great, but also contains natural watermelon health
attributes such as Lycopene, Vitamin C, Vitamin A, Vitamin B and potassium.
WATERMELON BREAD
Introducing…Watermelon bread, a bread made from real watermelon with a taste
and color similar to pumpkin bread and contains natural watermelon health
attributes such as - - Lycopene, Vitamin C, Vitamin A, Vitamin B and potassium.
WATERMELON YOGURT
Introducing…Watermelon yogurt, a yogurt that is made from real watermelon and
has a delicious taste, pink color and is loaded with natural watermelon health
attributes such as, Lycopene, Vitamin C, Vitamin A, Vitamin B and potassium.
4
METHODOLOGY
A total of 3,128 interviews were conducted during June - August, 2006 among men and
women in the United States, 18 years of age or older and the primary grocery shopper of
their household. Within the sample, 2,400 interviews were conducted among watermelon
purchasers - - who were screened to be purchasers of watermelon (in any form) in the
past 12 months, and 728 non-purchasers. The watermelon purchasers were equally
distributed among 8 regions across the U.S., including California, the West, the Plains,
South Central, Great Lakes, Mid-South, Southeast and Northeast. All interviews were
conducted via the telephone and the analysis was conducted by rose research, llc—a
global market research company experienced in analyzing commodity data both
domestically and on a worldwide basis.
The 8 regions are defined as follows:
California
California
West
Alaska
Arizona
Colorado
Idaho
Nevada
New Mexico
Oregon
Utah
Washington
Plains
Iowa
Kansas
Minnesota
Missouri
South Central
Arkansas
Louisiana
Oklahoma
Texas
Great Lakes
Illinois
Indiana
Michigan
Ohio
Wisconsin
Mid South
Kentucky
Maryland
North Carolina
Tennessee
Virginia
West Virginia
Southeast
Alabama
Florida
Georgia
Mississippi
South Carolina
Northeast
Connecticut
Delaware
Maine
Massachusetts
New Hampshire
New Jersey
New York
Pennsylvania
Rhode Island
Vermont
In addition, and where applicable, findings from the 2006 study are compared to
previously conducted domestic studies in 2004 and 2002, as well as to a research project
in Toronto, Canada, conducted simultaneously (with this study).
5
MANAGEMENT OVERVIEW
6
MANAGEMENT OVERVIEW
Positively, watermelon purchase penetration in 2006 is higher than both 2004 and 2002,
however, slightly lower than Toronto, Canada.
2006
2004
2002
Toronto
% buying watermelon in past 12 months
77
74
66
79
In addition, and similar to 2004, watermelon purchasing in 2006 either increased or
remained static in most regions of the country, with consumers who are better educated,
earn more money, have children (under the age of 18) living at home and aware of
watermelon health benefits most likely to purchase watermelon.
Moreover, whole watermelon is the most popular type bought, as more than 7 in 10 buy it
most often (71%), with sections/slices (18%), minis (6%) and cubes (5%) much lower.
Children have a significant impact on watermelon purchasing (both domestically and in
Toronto), as about 8 in 10 of the shoppers (who have children living at home) mentioned
that they have at least some influence (domestic – 79% and Toronto – 85%) - particularly frequent summer buyers in the U.S. (82%).
Not surprising, the most important reason for purchasing watermelon is its “good taste”
(43%), followed by “my family/kids like it” (13%), “it’s healthy/nutritious” (12%) and
“it’s cool/refreshing/juicy” (11%). On the other hand, and similar to the 2004 data and
the Toronto findings, “being too big/inconvenient” is the major purchase deterrent (2006
– 25% vs. 2004 – 22% and Toronto – 30%). However, some differences exist by region
and demographics – with households in the West complaining about its “large size”,
while those in the Plains and Southeast, as well as less affluent respondents mentioning
that it’s “too expensive”. Additionally, older respondents are more apt to reject
watermelon due to its “large size”.
In terms of why they buy the various varieties (whole, sections/slices, etc.), whole
watermelon is credited for being a “better value” and “fresher”, while sections/slices and
cubes are singled out for “it’s the right amount for me/my family”, “it’s easier to see the
quality” and “convenience”, while cubes are also praised for “being a good snack”, “easy
to fit in the refrigerator”, “easy to take with you” and “you don’t have to cut it”.
On the other hand, whole watermelon is criticized for being “too big/not convenient” and
“my family can’t finish it all/wasteful”, while sections/slices and cubes generate
negatives due to the perception that they are “expensive” and concern about their
“freshness”.
7
Interestingly, while mini watermelon is also considered to be “the right size/amount for
the family”, “easier to fit into the refrigerator” and “more convenient”, it is also thought
to be “expensive” and to some consumers, “too small”, with other respondents unfamiliar
with it.
Seedless watermelon continues to be preferred over watermelon with seeds - - higher
than in the 2004 and 2002 domestic studies (2006 – 60% vs. 2004 – 56% vs. 2002 –
47%), however significantly lower than Toronto (69%). Specifically, the following
subgroups prefer seedless watermelon - - more affluent households ($50,000 or higher)
younger respondents (less than 46 years old) and college graduates.
Similar to 2004 and 2002, summer is the time watermelon is usually bought - - with the
whole variety most popular throughout the year.
PURCHASE PENETRATION BY SEASON
Summer
Spring
Fall
Winter
BASE
Domestic 2006
%
(a)
99
61
39 d
19
(2400)
Toronto 2006
%
(b)
99
72 acd
52 acd
35 acd
(200)
Domestic 2004
%
(c)
99
59
43 ad
19
(2400)
Domestic 2002
%
(d)
99
64 ac
36
19
(2044)
Base: Those who purchased watermelon within the past 12 months
a-d-Significantly different at the 95% confidence level
PURCHASE OF WATERMELON CUT BY SEASONS
Whole watermelon
Watermelon sections or slices
Mini watermelon
Watermelon cubes
BASE
Summer
%
(a)
78 bcd
26
16 bcd
8
(2392)
Fall
%
(b)
57 d
32 a
11
13 a
(946)
Spring
%
(c)
59 d
30 a
11
11a
(1453)
Winter
%
(d)
39
40 abc
11
23 abc
(447)
Base: Those who purchased watermelon in the summer, spring, fall or winter
a-d-Significantly different at the 95% confidence level
Notably, one of the primary reasons for not purchasing watermelon during the winter,
spring and fall is that consumers (particularly infrequent summer purchasers) consider it
to be a “summer fruit” - - a perception that might be changed by positioning it as an “all
8
year round” fruit - - which potentially could broaden its appeal among this essential
consumer segment and ultimately increase sales.
Another area which should continue to be strengthened is the “healthiness of
watermelon” - - as only one-third of the shoppers are aware of its health benefits - (which is on par with the research conducted in 2004 and Toronto - - 2006 – 35% vs.
2004 – 38% vs. Toronto – 35%). Along these lines, unaided awareness of specific health
benefits is also modest, with the highest mention being a general recognition that “it has
vitamins” (28%). However, in total (unaided and aided responses combined), the
majority of the consumers played back that watermelon is “low in fat” (91%), “low in
calories” (87%), “high in vitamin C” (68%) and “contains the antioxidant lycopene”
(57%) - - significantly higher than 2004 findings (46%). Notably, there is a correlation
between having a high income, better education and heavy summer use, as all of these
consumer segments are more knowledgeable about the nutritional advantages that
watermelon provides.
Moreover, and an indication of the importance of “watermelon health benefits”, the vast
majority of the respondents (who are aware of watermelon health benefits) would buy
watermelon because “it’s good for them” (2006 – 77% vs. 2004 – 78% vs. Toronto –
83%), while knowing that watermelon is “good for your heart” is even more impactful, as
81% indicated that they would be more apt to buy it if they had this information.
Another opportunity to increase watermelon sales is to distribute “new recipes” or “ways
to use it”, as about 3 in 10 mentioned that it would motivate them to use watermelon
more often - - both domestically and in Toronto.
Finally, in terms of new product opportunities, of the 4 new ideas tested, all of them were
below our norm in the U.S., however Toronto offers more potential. Specifically,
purchase interest in the watermelon juice, watermelon sorbet and watermelon yogurt all
surpassed our purchase interest target of 50% in Toronto, while falling short in the U.S.
Watermelon Juice
Watermelon Sorbet
Watermelon Yogurt
Top 2-Box Purchase Interest (Definitely/Probably Will Buy)
Toronto
U.S.
%
%
(a)
(b)
57 b
37
59 b
43
59 b
44
a-b-Significantly different at the 95% confidence level
However, interest in watermelon bread was low in both Toronto and the U.S. (Toronto –
31% vs. U.S. - 21%).
9
All in all, while incidence of purchasing watermelon continues to grow in the U.S., we
would suggest strengthening the health benefits of watermelon - - particularly that it’s
“good for your heart”, as well as positioning it as a “year round fruit the whole family can
enjoy”. In addition, we would also recommend that the NWPB commission a study to
further investigate the attitudes and behavioral practices of infrequent versus frequent
summer watermelon purchasers as a means of determining how to motivate them to buy
watermelon more often.
10
DETAILED FINDINGS
11
TYPES OF FRUIT PURCHASED IN THE PAST 12 MONTHS

Watermelon purchase penetration continues to grow - - as 77% of the consumers in
the U.S. bought it in the past year - - compared to 74% in 2004 and 66% in 2002.
o Notably, domestic purchasing is slightly lower than Toronto this year
(domestic - 77% vs. Toronto - 79%).
TYPES OF FRUIT PURCHASED IN THE PAST 12 MONTHS
Bananas
Apples
Oranges
Watermelon
Cantaloupe
Honeydew
BASE
Domestic
2006
%
(a)
96 c
92 cd
80 cd
77 cd
77 bcd
37 d
(3128)
Toronto
2006
%
(b)
95 c
95 acd
85 cd
79 d
62
42 d
(253)
Domestic
2004
%
(c)
92
87
72
74 d
72 b
36 d
(3230)
Domestic
2002
%
(d)
95 c
90 c
77 c
66
70 b
33
(2296)
Base: Total respondents
a-d-Significantly different at the 95% confidence level
Q.1. Which of the following fruits have you purchased in the last 12 months?
12
o In addition, incidence of purchasing various other fruits (bananas, apples,
cantaloupe, oranges and honeydew) among watermelon purchasers is
significantly higher compared to non-purchasers.
TYPES OF FRUIT PURCHASED WITHIN THE PAST 12 MONTHS
Watermelon
Bananas
Apples
Oranges
Cantaloupe
Honeydew
BASE
Domestic 2006
Watermelon Purchasers
%
(a)
100 b
97 b
94 b
83 b
82 b
41 b
(2400)
Domestic 2006
Watermelon Non-Purchasers
%
(b)
94
85
69
58
24
(728)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
13
o Compared to both previously conducted domestic studies, watermelon
purchasing in 2006 has either increased or remained static in every region
of the country, with the exception of the South Central and the Plains
states where there was a slight decline.
Watermelon Purchasers by Region in 2006, 2004 and 2002
Base: Those who have purchased watermelon in the past 12 months
California
80% a
80% a
65%
West
65%
77% a
77% a
73%
75%
78% bc
Plains
South Central
60%
Southeast
78% ab
74% a
58%
Great Lakes
64%
Northeast
61%
Mid-South
57%
0%
15%
Domestic 2002 (2044)
(a)
31%
46%
Domestic 2004 (2400)
(b)
61%
73% a
74% a
77% ab
72% a
84% ab
72% a
73% a
72% a
77%
92%
Domestic 2006 (2400)
(c)
a-c-Significantly different at the 95% confidence level
14
o Better educated consumers, high income earners, respondents with
children (under the age of 18) living at home and those aware of
watermelon health benefits are most likely to purchase watermelon than
their respective counterparts.
WATERMELON PURCHASERS
EDUCATION
Bought watermelon
BASE
<Coll.
Grad.
%
(a)
75
(1674)
Coll.
Grad+
%
(b)
80 a
(1289)
HAVE MINOR
CHILDREN LIVING
AT HOME
INCOME
<$50K
%
(c)
74
(1045)
$50K <$75K
%
(d)
78 c
(487)
$75K+
%
Yes
%
No
%
(e)
82 c
(722)
(f)
84 g
(1077)
(g)
76
(1402)
Base: Those who have purchased watermelon in the past 12 months
WATERMELON PURCHASERS
Bought watermelon
BASE
AWARE OF WATERMELON HEALTH BENEFITS
Yes
No
%
%
(h)
(i)
83 b
73
(1102)
(2026)
Base: Those who have purchased watermelon in the past 12 months
a-i-Significantly different at the 95% confidence level
15
TYPE OF WATERMELON PURCHASED MOST OFTEN

“Whole” watermelon is the type purchased most often by more than 7 in 10 of the
respondents (71%), followed at significantly lower levels by “sections or slices”
(18%), with less than 1 in 10 buying “minis” or “cubes” (6% and 5%, respectively).
o Less educated respondents and those living in rural areas reportedly
purchase “whole” watermelon most often - - significantly higher
compared to college graduates and shoppers living in urban areas, while
consumers without children living at home and those living in urban areas
are buying more “sections or slices” vis-à-vis their counterparts, with
more affluent consumers heavy purchasers of “cubes”.
TYPE OF WATERMELON PURCHASED MOST OFTEN
Domestic
2006
%
Whole watermelon
Sections or slices of watermelon
Mini watermelon (a watermelon the size of a cantaloupe)
Watermelon cubes
BASE
71
18
6
5
(387)
Base: Those who purchased watermelon in past 12 months (question added in August)
Q.1b. And, which of the following types of watermelon do you purchase most often?
16
TYPE OF WATERMELON PURCHASED MOST OFTEN
EDUCATION
Whole watermelon
Sections or slices of watermelon
Mini watermelon (a watermelon
the size of a cantaloupe)
Watermelon cubes
BASE
HAVE MINOR
CHILDREN LIVING
AT HOME
INCOME
<Coll.
Grad.
%
(a)
76 b
16
Coll.
Grad+
%
(b)
63
22
(c)
73
19
$50K <$75K
%
(d)
73
20
5
8
6
5
5
6
3
3
(213)
7
(156)
3
(135)
2
(55)
12 cd
(98)
5
(163)
3
(154)
<$50K
%
$75K+
%
Yes
%
No
%
(e)
65
17
(f)
80
10
(g)
72
21 f
Base: Those who have purchased watermelon in the past 12 months (question added in August)
TYPE OF WATERMELON PURCHASED MOST OFTEN
LOCATION
Whole watermelon
Sections or slices of
watermelon
Mini watermelon (a
watermelon the size of a
cantaloupe)
Watermelon cubes
BASE
Urban
%
(h)
64
Rural
%
(i)
83 h
23 i
10
8
3
6
(226)
3
(87)
Base: Those who have purchased watermelon in the past 12 months (question added in August)
a-i-Significantly different at the 95% confidence level
17
INFLUENCE OF CHILDREN ON WATERMELON PURCHASING

Children have an impact on watermelon purchases, as about four-fifths of the
respondents (who have children living at home) mentioned that their children
have at least some influence when shopping (domestic – 79% vs. Toronto – 85%).
o In addition, children “greatly influence the purchase” of watermelon
among frequent summer purchasers (2-3 times a month or more) - significantly more than consumers who buy watermelon once a month or
less in the summer (48% vs. 32%).
INFLUENCE OF CHILDREN ON WATERMELON PURCHASING
Greatly influence purchase
Somewhat influence purchase
Do not influence purchase at all
Don’t know/refused
BASE
Domestic
2006
%
(a)
43
36
20
1c
(902)
Toronto
2006
%
(b)
51
34
13
2
(88)
Domestic
2004
%
(c)
41
35
24 ab
(1160)
Base: Those who have children living in their household and have bought watermelon in the past 12 months
a-c-Significantly different at the 95% confidence level
Q.41. How much do your children influence watermelon purchases? Would you say they…?
INFLUENCE OF CHILDREN ON WATERMELON PURCHASING
Greatly influence purchase
Somewhat influence purchase
Do not influence purchase at all
Don’t know/refused
BASE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(a)
(b)
48 b
32
34
41 a
17
26 a
1
1
(610)
(290)
Base: Those who have children living in their household and have bought watermelon in the past 12 months
a-b-Significantly different at the 95% confidence level
18
REASONS FOR BUYING WATERMELON

Aside from “tasting good”, at least 9 in 10 of the respondents purchased
watermelon in the past year because - - “it’s cool/refreshing/juicy” (95%), “it’s in
season” (93%), “it’s a good snack” (91%) and “it’s healthy and nutritious” (90%),
while “using it as an ingredient in a recipe” was mentioned the least (21%).
o In addition, domestic respondents purchase watermelon significantly more
than their counterparts in Toronto because “it’s in season” (93% vs. 87%),
“it’s a good snack” (91% vs. 80%) and “it’s for a picnic, party or special
occasion” (76% vs. 69%), while buying it “for my family/my kids” is
significantly lower (85% vs. 94%).
REASONS FOR PURCHASING WATERMELON
Tastes good/I like to eat it
It’s cool/refreshing/juicy
It’s in season
It’s a good snack
It’s healthy and nutritious
It looked fresh/appealing
My family/kids like it
It’s fun to eat
It’s a good value
For a picnic, party or special occasion
I saw a large display at the store
When there is an advertised or
promotional price
Given a sample in the store
To make a carving
To use as an ingredient in a recipe
BASE
Domestic
2006
%
(a)
Toronto
2006
%
(b)
Domestic
2004
%
(c)
95
95
93 b
91 b
90
88
85
82
81
76 b
62
96
96
87
80
87
89
94 ac
81
84
69
56
97 a
96
93 b
90 b
90
87
86
82
81
82 ab
60
50
50
55 a
31
23
21
(2400)
34
29
24
(200)
33
25
20
(2400)
Base: Those who purchased watermelon in past 12 months
a-c-Significantly different at the 95% confidence level
Q.2. For which of the following reasons do you buy watermelon?
19
REASONS FOR BUYING WATERMELON (BY REGION)

“It tastes good/I like it” and “it’s a good snack” are played back as reasons for
purchasing more watermelon by respondents living in the Great Lakes, while “it
looks fresh/appealing” and “my family kids like it” is mentioned more frequently
by consumers residing in the Plains states, with “it’s for a picnic, party or
occasion” also mentioned at high levels by purchasers in both of these regions.
REASONS FOR BUYING WATERMELON (BY INCOME)

More affluent consumers purchase watermelon because their “family/kids like it”
- - significantly higher than their counterparts, while lower income earners
mention the following reasons at higher levels - o
o
o
o
o
o
“it’s cool/refreshing/juicy”
“it’s a good snack”
“it’s a good value”
“it’s fun to eat”
“I saw a large display at the store”
“it was offered at a advertised/promotional price”
20
REASONS FOR BUYING WATERMELON
REGION
Tastes good/Like it
Cool/refreshing/juicy
It’s in season
A good snack
Healthy & nutritious
Looked fresh/appealing
Family/kids like it
For a picnic, party,
occasion
A good value
Fun to eat
Saw a large display at
store
Advertised/promotional
price
Given sample in store
CA
%
West
%
Plains
%
(a)
95
97
(b)
93
94
(c)
94
96
South
Central
%
(d)
96
95
93
89
89
86
87
92
89
89
86
84
94 g
92
91
92 ab
89 dfg
74
76
81
83
INCOME
Great Lakes
%
Mid-South
%
Southeast
%
Northeast
%
(e)
98 bcg
96
(f)
95
95
(g)
93
96
93
91
91
87
84
93 g
94 ab
90
88
86
95 g
92
92 h
90
83
81 dfg
73
83 adfg
80
80
83 g
82
80
83
68 fg
60
63
52 g
51
50
37 beh
24
34 b
To make a carving
25 b
17
23
To use as an ingredient
23
20
21
BASE
(300)
(300)
(300)
Base: Those who purchased watermelon in past 12 months
a-k-Significantly different at the 95% confidence level
$50 - <$75K
%
(j)
95
96
$75K+
(h)
95
95
< $50K
%
(i)
95
97 k
89
91
88
88
83
94 g
92
87
88
87
94
93 k
92
90
81
94
92
92
89
88 i
91
90
89
87
90 i
70
74
80 f
77
79
75
85 g
82
80
86
76
82
81
81
84 k
87 k
84 k
84
75
80
61
66 fg
58
58
61
67 jk
60
61
48
57 dg
50
43
50
55 k
50
46
27
30
30
29
35
30
31
26 b
25 g
(300)
19
23
(300)
24 b
17
(300)
26 b
21
(300)
25
24
(769)
25
20
(382)
21
20
(591)
40
befgh
24 b
21
(300)
(k)
96
95
21
MOST IMPORTANT REASON FOR BUYING WATERMELON

“Tasting good” is the primary reason consumers purchase watermelon (43%),
followed at significantly lower levels by about 1 in 10 who mentioned “my
family/kids like it” (13%), “it’s healthy and nutritious” (12%) and “it’s
cool/refreshing/juicy (11%).
o “Tasting good” is also the most important reason for buying watermelon
among older respondents, less affluent consumers, as well as households
with no children living at home, while “it’s healthy and nutritious” is
higher among younger purchasers, high income earners and those with
children living at home.
MOST IMPORTANT REASON FOR PURCHASING WATERMELON
Tastes good/I like to eat it
My family/kids like it
It’s healthy and nutritious
It’s cool/refreshing/juicy
It’s in season
It’s a good snack
For a picnic, party or special occasion
It looked fresh/appealing
It’s a good value
It’s fun to eat
When there is an advertised or promotional price
To use as an ingredient in a recipe
BASE
Domestic
2006
%
43
13
12
11
4
4
3
2
2
2
1
1
(387)
Base: Those who purchased watermelon in past 12 months (question added in August)
Q.2b. And, thinking about all the reasons you buy watermelon, what is the ONE reason you purchase it most
often?
22
MOST IMPORTANT REASON FOR PURCHASING WATERMELON
AGE
Tastes good/I like to eat it
It’s healthy and nutritious
BASE
<46
%
(a)
33
17 b
(123)
INCOME
46+
%
(b)
48 a
10
(249)
<$50K
%
(c)
52 e
6
(135)
$50K - <$75K
%
(d)
38
11
(55)
$75K+
%
(e)
37
16 c
(98)
HAVE MINOR
CHILDREN LIVING
AT HOME
Yes
No
%
%
(f)
(g)
34
47 f
19 g
6
(163)
(154)
Base: Those who have purchased watermelon in the past 12 months (question added in August)
a-g-Significantly different at the 95% confidence level
23
REASONS FOR NOT PURCHASING WATERMELON

In line with both the 2004 domestic study and the Toronto findings, “it’s too
big/not convenient” and “disliking the taste” are the top 2 reasons for not
purchasing watermelon in the past year (25% and 23%, respectively).
REASONS FOR NOT PURCHASING WATERMELON
It’s too big/not convenient
I don’t like the taste
It is too expensive/not a good value
Don’t like it much/don’t eat it much
It’s not available at the store where I shop
Too high in carbohydrates/sugar
It is poor quality
Spoils too quickly
It’s too hard to cut
BASE
Domestic
2006
%
(a)
25
23 c
13 c
11 c
5c
4
4
2b
2
(728)
Toronto
2006
%
(b)
30
30
11
11 c
4
2
2
2
(53)
Domestic
2004
%
(c)
22
18
7
1
2
2
2b
2
(830)
Base: Those who have not purchased watermelon in the past 12 months
a-c-Significantly different at the 95% confidence level
Q.24a. Why don’t you purchase watermelon/purchase it more often? Are there any other reasons?
24
o Respondents in the West are more apt to consider watermelon’s large size a
purchase deterrent – indicating that it’s “not convenient”, while those in the
Plains and Southeast, as well as less affluent households indicated that “it’s
too expensive”.
REASONS FOR NOT BUYING WATERMELON
REGION
INCOME
CA
%
West
%
Plains
%
South
Central
%
Great
Lakes
%
MidSouth
%
Southeast
%
Northeast
%
(a)
(b)
(c)
(d)
(e)
(f)
(g)
It’s too big/not
27
36 cfg
18
29
26
21
convenient
It is too
expensive/not
5
9
17 a
13
12
12
a good value
BASE (73)
(89)
(109)
(112)
(89)
(113)
Base: Those who have not purchased watermelon in the past 12 months.
a-k-Significantly different at the 95% confidence level.
(h)
< $50K
%
(i)
$50 –
<$75K
%
(j)
$75K+
%
(k)
20
29
25
29
24
19 a
14
17 k
11 k
3
(85)
(58)
(276)
(105)
(131)
25
o Differences also exist in terms of age, with older respondents more apt to
indicate that they don’t buy watermelon because of its size (i.e. “it’s not
convenient” – 46+ - 28% vs. <46 – 21%), while a greater number of younger
consumers mentioned that they “dislike the way it tastes” (<46 – 29% vs. 46+
- 20%).
REASONS FOR NOT BUYING WATERMELON
AGE
I don’t like the taste
It’s too big/not convenient
BASE
<46
%
(a)
29 b
21
(224)
46+
%
(b)
20
28 b
(464)
Base: Those who have not purchased watermelon in the past 12 months
a-b-Significantly different at the 95% confidence level
26
PREFERENCE OF WATERMELON TYPES AND
PURCHASE INFLUENCERS
27
WATERMELON PREFERENCE - SEEDED OR SEEDLESS

Three-fifths of the respondents reportedly prefer seedless watermelon - - higher
than both the 2004 and 2002 domestic studies, however significantly lower than
the Toronto findings (60% vs. 2002 – 47%, 2004 – 56% & Toronto – 69%), while
18% prefer the seeded variety and 2 in 10 don’t have a preference (21%).
WATERMELON SEED PREFERENCE
I prefer seedless watermelon
I prefer watermelon with
seeds
I don’t have a preference
BASE
Domestic
2006
%
(a)
60 cd
18
Toronto
2006
%
(b)
69 acd
17
Domestic
2004
%
(c)
56 ad
23 ab
Domestic
2002
%
(d)
47
31 abc
21 b
(2400)
15
(200)
21 b
(2400)
22 b
(2044)
Base: Those who have purchased watermelon in the past 12 months
a-d-Significantly different at the 95% confidence level
Q.23. Do you prefer seedless watermelon or watermelon with seeds?
o Although most respondents prefer seedless watermelon, respondents who
live in the South (in general) and the Plains states are more apt to request
the seeded variety more often than those living in the Northeast states, as
well as on the west coast (CA and the West).
WATERMELON SEED PREFERENCE
I prefer seedless
watermelon
I prefer watermelon
with seeds
I don’t have a preference
BASE
West
%
(b)
Plains
%
(c)
South
Central
%
(d)
64 dfg
57
49
12
17
19 ah
20
(300)
20
(300)
23
(300)
CA
%
(a)
68
cdfg
28
abcefh
22
(300)
Great
Lakes
%
(e)
MidSouth
%
(f)
65 cdfg
55
54
69 cdfg
17
20 ah
23 abeh
11
18
(300)
25 e
(300)
23
(300)
20
(300)
Southeast Northeast
%
%
(g)
(h)
Base: Those who have purchased watermelon in the past 12 months
a-h-Significantly different at the 95% confidence level
28
o The following subgroups significantly prefer seedless watermelon vis-à-vis
their respective counterparts – more affluent households ($50,000 or higher),
younger respondents (46 years or less) and college graduates.
WATERMELON SEED PREFERENCE
INCOME
$50<$50K $75K
$75K+
%
%
%
(a)
(b)
(c)
I prefer seedless
watermelon
I prefer watermelon with
seeds
I don’t have a preference
BASE
AGE
<46
%
(d)
46+
%
(e)
EDUCATION
<College College
Grad
+
%
%
(f)
(g)
54
61 a
70 ab
65 e
59
58
64 f
21 c
18
15
16
20
20 g
16
25 c
(769)
21 c
(382)
16
(591)
19
(745)
22
(1558)
22
(1255)
20
(1030)
Base: Those who have purchased watermelon in the past 12 months
a-g-Significantly different at the 95% confidence level
29
FACTORS INFLUENCING PURCHASE INTENT

Aside from being offered at “a lower price” (78%), more than 7 in 10 of the
consumers indicated that they would purchase (more) watermelon if it had “a
sweeter flavor” (71%), while nearly two-thirds mentioned “better internal texture”
and “being available all year round” (64% apiece).
o Notably, “being sold in cubes” is least important in terms of watermelon
purchasing (62% - “has no influence”).
STRENGTH OF FACTORS INFLUENCING PURCHASE INTENT
Lower price
Sweeter flavor
Better internal texture
Availability year round
A longer shelf life
Better external appearance
More convenient size
Available in sections/cubes
Strongly
influence
%
60
54
42
37
35
29
24
17
Somewhat
influence
%
18
17
22
27
20
22
24
20
No influence
%
21
27
33
34
43
47
50
62
Don’t know
%
1
2
3
2
3
2
2
1
Base: Total respondents
Q.25. How strongly do you think each of the following factors would influence you to buy watermelon or
buy it more often?
30
o In line with previous findings, having a “lower price” is a strong purchase
motivator (60%), followed closely by having a “sweeter flavor” (54%).
o At somewhat lower levels, between one-third and one-half of the
respondents also indicated that “better internal texture”, “year round
availability” and “a longer shelf life” would stimulate watermelon sales as
well.
o Being “available in sections/cubes” is least influential (17%).
STRENGTH OF FACTORS INFLUENCING PURCHASE INTENT - STRONGLY INFLUENCE
Lower price
Sweeter flavor
Better internal texture
Availability year
round
A longer shelf life
Better external
appearance
More convenient size
Available in
sections/cubes
BASE
Domestic 2006
Purchasers
%
(a)
60
54
42
2006 Toronto
Purchasers
%
(b)
58
57
50 ad
Domestic 2004
Purchasers
%
(c)
67 abd
61 ad
50 ad
Domestic 2002
Purchasers
%
(d)
59
58 a
41
37
41
44 ad
35
35
34
35
NA
29 d
40 ad
35 ad
21
24
29 d
24
23
17
17
17
18
(3128)
(253)
(2400)
(2044)
Base: Total respondents
a-d-Significantly different at the 95% confidence level
31
MOST IMPORTANT
INTENT

FACTOR
INFLUENCING
PURCHASE
When asked to name the one most important factor that would influence the
purchase of (more) watermelon, having a “lower price” and “sweeter flavor” were
played back by more than 3 in 10 of the respondents (34% & 31%, respectively),
with lower price particularly impactful among infrequent purchasers.
MOST IMPORTANT FACTOR INFLUENCING PURCHASE INTENT
Lower price
Sweeter flavor
Availability year round
More convenient size
A longer shelf life
Better internal texture
Better external appearance
Available in sections/cubes
BASE
Domestic
2006
%
34
31
11
8
6
5
3
2
(386)
Base: Those respondents who have purchased in the past 12 months (added late in interviewing)
Q.25b. And, what would be the ONE factor that would influence you the most to buy more watermelon?
MOST IMPORTANT FACTOR INFLUENCING PURCHASE INTENT
Lower price
BASE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
32
38
(254)
(132)
Base: Those respondents who have purchased in the past 12 months (added late in interviewing)
32
SEASONAL PURCHASING
33
PURCHASE PENETRATION BY SEASON

Not surprising, and similar to both the 2004 and 2002 domestic studies, summer
continues to be the most popular season when purchasing watermelon, as virtually
all of the respondents played this back (99%), followed by the spring (61%) and
fall (39%), with 2 in 10 buying it in the winter (19%).
o Notably, with the exception of the summer season, Toronto consumers
have a significantly higher incidence of purchasing watermelon all year
round compared to 2006 domestic consumers (spring – Toronto - 72% vs.
domestic - 61%, fall – Toronto - 52% vs. domestic - 39% & winter –
Toronto - 35% vs. domestic - 19%).
PURCHASE PENETRATION BY SEASON
Summer
Spring
Fall
Winter
BASE
Domestic 2006
%
(a)
99
61
39 d
19
(2400)
Toronto 2006
%
(b)
99
72 acd
52 acd
35 acd
(200)
Domestic 2004
%
(c)
99
59
43 ad
19
(2400)
Domestic 2002
%
(d)
99
64 ac
36
19
(2044)
Base: Those who purchased watermelon within the past 12 months
a-d-Significantly different at the 95% confidence level
Q.3/Q.7/Q.11/Q.15. Watermelon Purchasing
34
o While virtually all of the consumers buy watermelon during the summer, spring is
the next most popular season, with those living in California, the South Central
and Great Lakes regions purchasing most often during this time of the year.
o Not surprising, fewer consumers purchase watermelon in the fall and winter
months, although incidence is again higher in California, the Great Lakes and the
Southeast compared to the other regions.
WATERMELON PURCHASE BY SEASON
Summer
Spring
CA
%
(a)
100
65 bcf
West
%
(b)
100
55
Plains
%
(c)
100
55
South
Central
%
(d)
100
64 bc
Fall
46 cdh
38
33
31
14
(300)
15
(300)
12
(300)
Winter
24 bcd
BASE (300)
Great
Lakes
%
(e)
100
65 bc
49
bcdfh
24 bcdf
(300)
MidSouth
%
(f)
100
57
Southeast Northeast
%
%
(g)
(h)
99
99
62
62
39 d
43 cd
36
17 d
(300)
23 bcd
(300)
20 bd
(300)
Base: Those who have purchased watermelon in the past 12 months
a-h-Significantly different at the 95% confidence level
35
PURCHASING OF WATERMELON CUT BY SEASON

Other than the winter (when “section/slices” are popular), “whole” watermelon is
the most popular variety - - as it generates the highest purchase incidence
throughout the year.
PURCHASE OF WATERMELON CUT BY SEASONS
Whole watermelon
Watermelon sections or slices
Mini watermelon
Watermelon cubes
BASE
Summer
%
(a)
78 bcd
26
16 bcd
8
(2392)
Fall
%
(b)
57 d
32 a
11
13 a
(946)
Spring
%
(c)
59 d
30 a
10
11a
(1453)
Winter
%
(d)
39
40 abc
11
23 abc
(447)
Base: Those who purchased watermelon in the summer, spring, fall or winter
a-d-Significantly different at the 95% confidence level
Q.4/Q.8/Q.12/Q.16. Type of Watermelon Purchased
36
WATERMELON CUTS PURCHASED IN THE SUMMER

While incidence of purchasing “whole” watermelon in the summer (in the 2006
study) is in line with the 2002 domestic study, it is lower compared to 2004, while
sales of “sections/slices” continues to decline during this season.

On the other hand, summertime “mini” watermelon purchasing mirrors the 2004
domestic study, while “cube” dropped compared to previous years.
o Moreover, when compared to the Toronto study, “whole” watermelon is
purchased significantly less often in the U.S. during the summer (78% vs.
85%), however all the remaining varieties are purchased more often - particularly “cubes”.
WATERMELON CUTS PURCHASED IN THE SUMMER
Whole watermelon
Watermelon
sections/slices
Mini watermelon
Watermelon cubes
BASE
Domestic 2006
%
(a)
78
Toronto 2006
%
(b)
85 ad
Domestic 2004
%
(c)
85 ad
Domestic 2002
%
(d)
77
26
23
33 ab
36 abc
16
8b
(2392)
13
4
(198)
16
14 abd
(2385)
NA
12 ab
(2023)
Base: Those who purchased watermelon in the summer
a-d-Significantly different at the 95% confidence level
Q.4. And, which of the following types of watermelon have you purchased during the summer months?
Have you bought…?
37
o In addition, while “whole” watermelon is the most popular summer
variety bought, significantly fewer respondents in the Northeast purchase
this type versus all of the other regions, as they buy disproportionately
more “sections/slices”.
o
“Mini” watermelon generates the most summertime purchases among
residents in California and the West.
WATERMELON CUTS PURCHASED IN THE SUMMER
REGION
Whole watermelon
Sections/slices
CA
%
(a)
81 h
West
%
(b)
85 ch
Plains
%
(c)
75 h
South
Central
%
(d)
85 ch
Great
Lakes
%
(e)
79 h
Mid-South
%
(f)
79 h
Southeast
%
(g)
79 h
16
15
30 abd
15
32 abd
26 abd
26 abd
14
15 h
18 gh
13
12
9
9
6
6
8
12 de
9
(299)
(300)
(299)
(298)
(298)
Mini watermelon
25 cdefgh
Watermelon cubes
8
22
cdfgh
7
BASE
(299)
(299)
(300)
Base: Those who purchased watermelon in the summer
a-h-Significantly different at the 95% confidence level
38
Northeast
%
(h)
66
45
abcdefg
PURCHASE FREQUENCY IN THE SUMMER (BY WATERMELON
CUT)

About 7 in 10 of the consumers purchase watermelon (all types) either 2-3 times a
month or once a month (whole – 73%, sections or slices – 72%, cubes – 68% &
mini – 69%).
PURCHASE FREQUENCY IN THE SUMMER BY WATERMELON CUT
Watermelon Cut
Once a week or more
2-3 times a month
Once a month
Once a season
Don’t know
BASE
Whole
Watermelon
%
(a)
19 d
43 cd
30
8
(1875)
Watermelon
Sections or
Slices
%
(b)
20 d
41 d
31
7
*
(612)
Watermelon
Cubes
%
(c)
20 d
34
34
12
1
(197)
Mini
Watermelon
%
(d)
11
29
40 ab
18 abc
1
(387)
Base: Those who have purchased specific type of watermelon cut in the summer
a-d-Significantly different at the 95% confidence level
* = Less than 0.5%
Q.5a/b/c/d. How often do you buy (whole watermelon/watermelon in sections or slices/watermelon cubes/mini
watermelon) during the summer?
39
WATERMELON CUTS PURCHASED IN THE SPRING

“Whole” watermelon is purchased by about 6 in 10 of the respondents during the
spring - - on par with incidence reported in 2004 and higher than in 2002 (2006 –
59% vs. 2004 - 61% & 2002 – 52%), while “sections or slices” (2006 – 30% vs.
2004 – 39% & 2002 – 41%) and “cubes” (2006 – 11% vs. 2004 – 17% & 2002 –
13%) are lower compared to the previous domestic data.
o When compared to Toronto, incidence of buying “whole” watermelon
during the spring is significantly lower in the U.S. (59% vs. 69%), while
“sections or slices” is about the same (30% vs. 28%), with “cubes” and
“minis” higher (cubes – 11% - significantly higher than Toronto – 1% &
minis – 10% vs. 6%).
WATERMELON CUTS PURCHASED IN THE SPRING
Whole watermelon
Watermelon
sections/slices
Watermelon cubes
Mini watermelon
BASE
Domestic 2006
%
(a)
59 d
Toronto 2006
%
(b)
69 acd
Domestic 2004
%
(c)
61 d
Domestic 2002
%
(d)
52
30
28
39 ab
41 ab
11 b
10 c
(1453)
1
6
(144)
17 abd
7
(1421)
13 b
NA
(1301)
Base: Those who purchased watermelon in the spring
a-d-Significantly different at the 95% confidence level
Q.16. And, which of the following types of watermelon have you purchased during the spring months? Have you
bought…?
40
o Similar to previous findings regarding summer purchasing habits, with the
exception of those living in the Northeast, the vast majority of consumers
purchase “whole” watermelon in the spring.
o On the other hand, 55% of the respondents in the Northeast buy
watermelon “sections/slices” in the spring - - significantly higher than any
other region, with only a few purchasing either “mini” watermelon or
“cubes”.
WATERMELON CUTS PURCHASED THE IN SPRING
REGION
CA
%
(a)
69 efh
West
%
(b)
69 efh
Plains
%
(c)
60 h
South
Central
%
(d)
69 efh
Great
Lakes
%
(e)
56 h
Mid-South
%
(f)
56 h
Southeast
%
(g)
61 h
Northeast
%
(h)
34
Sections/slices
16
15
34 abd
21
39 abd
33 abd
30 ab
55 abcdefg
Watermelon cubes
10
13
11
11
7
11
15 e
12
Mini watermelon
20 cdefgh
(195)
13 fg
(164)
12 g
(166)
8
(192)
9
(194)
6
(171)
6
(186)
8
(185)
Whole watermelon
BASE
Base: Those who purchased watermelon in the spring
a-h-Significantly different at the 95% confidence level
41
PURCHASE FREQUENCY IN THE SPRING (BY WATERMELON
CUT)

In line with domestic summer purchase frequency, about 7 in 10 of the consumers
purchase watermelon (all types) either 2-3 times a month or once a month (whole
– 70%, sections or slices – 74%, cubes – 71% and mini – 75%).
PURCHASE FREQUENCY IN THE SPRING BY WATERMELON CUT
Watermelon Cut
Once a week or more
2-3 times a month
Once a month
Once a season
Don’t know
BASE
Whole
Watermelon
%
(a)
10
24
46
20 c
(860)
Watermelon
Sections or
Slices
%
(b)
9
31 a
43
17
(441)
Watermelon
Cubes
%
(c)
17 abd
26
45
12
(166)
Mini
Watermelon
%
(d)
8
27
48
17
1
(151)
Base: Those who have purchased specific type of watermelon cut in the spring
a-d-Significantly different at the 95% confidence level
Q.17a/b/c/d. How often do you buy (whole watermelon/watermelon in sections or slices/watermelon
cubes/mini watermelon) during the spring?
42
REASONS FOR NOT PURCHASING WATERMELON IN THE
SPRING

Similar to 2004, the perception that “watermelon is a summer fruit” and “lack of
availability” continue to be the top two reasons watermelon isn’t purchased in the
springtime (35% and 33%, respectively), followed at significantly lower levels by
being “too expensive” and having a “bad taste” (17% and 14%, respectively).
o Notably, “lack of availability” is reportedly much more of an issue in the
U.S. compared to Toronto during the spring season (33% vs. 14%).
o In addition, infrequent summer purchasers don’t buy watermelon in the
spring because they consider “it a summer fruit” - - significantly higher
than heavy buyers (40% vs. 31%).
REASONS FOR NOT PURCHASING WATERMELON IN THE SPRING
Watermelon is a summer fruit
It’s not available
It’s too expensive
It has a poor taste
BASE
Domestic
2006
%
(a)
Toronto
2006
%
(b)
Domestic
2004
%
(c)
35
33 b
17
14 c
(947)
32
14
16
20
(56)
40 a
30 b
18
11
(979)
Base: Those who do not purchase watermelon in the spring
a-c-Significantly different at the 95% confidence level
Q.18. Why don’t you purchase watermelon during the spring? Any other reasons?
REASONS FOR NOT PURCHASING WATERMELON IN THE SPRING
Watermelon is a summer fruit
BASE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(a)
(b)
31
40 b
(531)
(411)
Base: Those who do not purchase watermelon in the spring
a-b-Significantly different at the 95% confidence level
43
WATERMELON CUTS PURCHASED IN THE FALL

In line with 2004, about three-fifths of the respondents purchased “whole”
watermelon in the fall this year (57% vs. 58%), while incidence of buying
“sections or slices” is lower vis-à-vis previous domestic data (2006 – 32% vs.
2004 – 41% & 2002 – 44%).
o Notably, incidence of purchasing “whole” watermelon during the fall is
significantly lower in the U.S. compared to Toronto (57% vs. 69%) and
significantly higher for “cubes” (13% vs. 2%).
WATERMELON CUTS PURCHASED IN THE FALL
Whole watermelon
Watermelon
sections/slices
Watermelon cubes
Mini watermelon
BASE
Domestic
2006
%
(a)
57 d
Toronto
2006
%
(b)
69 acd
Domestic
2004
%
(c)
58 d
Domestic
2002
%
(d)
44
32
31
41 ab
44 ab
13 b
11 c
(946)
2
6
(104)
16 b
7
(1028)
17 ab
NA
(735)
Base: Those who purchased watermelon in the fall
a-d-Significantly different at the 95% confidence level
Q.8. And, which of the following types of watermelon have you purchased during the fall months? Have
you bought…?
44
o Again, at least about half of the consumers who buy watermelon in the fall
purchase “whole” watermelon, with the exception of those in the
Northeast, who purchase significantly more “sections/slices” - - especially
compared to consumers living in California/the West Coast and the South
Central states.
WATERMELON CUTS PURCHASED IN THE FALL
REGION
CA
%
(a)
70 cefgh
West
%
(b)
68 egh
Plains
%
(c)
56 h
South
Central
%
(d)
62 eh
Great
Lakes
%
(e)
49
Mid-South
%
(f)
57 h
Southeast
%
(g)
54 h
Northeast
%
(h)
37
Sections/slices
19
17
41 abd
20
42 abd
33 abd
35 abd
48 abdfg
Watermelon cubes
10
12
9
19 ac
14
11
18
14
Mini watermelon
13
(138)
12
(115)
12
(98)
12
(93)
11
(148)
7
(117)
10
(129)
7
(108)
Whole watermelon
BASE
Base: Those who purchased watermelon in the fall
a-h-Significantly different at the 95% confidence level
45
PURCHASE FREQUENCY IN THE FALL (BY WATERMELON
CUT)

At least 7 in 10 of the consumers who buy “whole” watermelon and “sections or
slices” bought their respective variety either 2-3 times a month or once a month
during the fall season - - in line with summer and spring purchase patterns, while
“cubes” were bought more frequently and “minis” less often.
PURCHASE FREQUENCY IN THE FALL BY WATERMELON CUT
Watermelon Cut
Once a week or more
2-3 times a month
Once a month
Once a season
Don’t know
BASE
Whole
watermelon
%
(a)
10
23
47
20 bc
*
(538)
Watermelon
Sections or Slices
%
(b)
10
30 ad
47
13
*
(303)
Watermelon
Cubes
%
(c)
20 abd
26
40
13
1
(126)
Mini
Watermelon
%
(d)
10
16
47
28 bc
(101)
Base: Those who have purchased specific type of watermelon cut in the fall
a-d-Significantly different at the 95% confidence level
* = Less than 0.5%
Q.9a/b/c/d. How often do you buy (whole watermelon/watermelon in sections or slices/watermelon
cubes/mini watermelon) during the fall?
46
REASONS FOR NOT PURCHASING WATERMELON IN THE
FALL

Mirroring the spring, the perception that “watermelon is a summer fruit” and
“lack of availability” are the top two watermelon purchase deterrents during the
fall season (33% and 30%, respectively), while more than 1 in 10 also cited
“price” and “poor taste” (17% and 16%, respectively).
o Again, “lack of availability” is more of an issue domestically compared to
Toronto (30% vs. 16%).
o Similar to the spring, infrequent summer purchasers also don’t purchase
watermelon in the fall due to the perception that “it’s a summer fruit” - directionally higher than heavy purchasers (36% vs. 31%).
REASONS FOR NOT PURCHASING WATERMELON IN THE FALL
Watermelon is a summer fruit
It’s not available
It’s too expensive
It has a poor taste
BASE
Total
2006
%
(a)
33
30 bc
17
16
(1454)
Toronto
2006
%
(b)
43
16
19
16
(96)
Total
2004
%
(c)
40 a
25 b
17
15
(1372)
Base: Those who do not purchase watermelon in the fall
a-c-Significantly different at the 95% confidence level
Q.10. Why don’t you purchase watermelon during the fall? Any other reasons?
REASONS FOR NOT PURCHASING WATERMELON IN THE FALL
Watermelon is a summer fruit
BASE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
31
36
(854)
(595)
Base: Those who do not purchase watermelon in the fall
47
WATERMELON CUTS PURCHASED IN THE WINTER

About two-fifths of the respondents bought either “sections or slices” or “whole”
watermelon during the winter (40% and 39%, respectively), with incidence of
purchasing “sections or slices” lower compared to previous domestic data (2006 –
40% vs. 2004 – 49% and 2002 – 48%).
o Incidence of purchasing “whole” watermelon in the winter is significantly
lower in the U.S. compared to the Toronto findings (39% vs. 54%).
WATERMELON CUTS PURCHASED IN THE WINTER
Watermelon
sections/slices
Whole watermelon
Watermelon cubes
Mini watermelon
BASE
Domestic
2006
%
(a)
Toronto
2006
%
(b)
Domestic
2004
%
(c)
Domestic
2002
%
(d)
40
39
49 a
48 a
39 d
23 b
11 c
(447)
54 acd
3
7
(69)
39 d
26 b
6
(452)
26
22 b
NA
(385)
Base: Those who purchased watermelon in the winter
a-d-Significantly different at the 95% confidence level
Q.12. And, which of the following types of watermelon have you purchased during the winter months? Have
you bought…?
48
o Over 6 in 10 of the respondents in California (who buy watermelon in the
winter) purchase the “whole” variety (62%) - - higher than any other
region.
WATERMELON CUTS PURCHASED IN THE WINTER
REGION
CA
%
(a)
62 cefgh
West
%
(b)
46
Plains
%
(c)
35
South
Central
%
(d)
43
Great
Lakes
%
(e)
32
Mid-South
%
(f)
29
Southeast
%
(g)
36
Northeast
%
(h)
30
25
24
37
26
57 abcd
40
46 ab
52 abd
Watermelon cubes
13
27
24
29 a
15
31 ae
30 ae
23
Mini watermelon
17 h
15
(41*)
15
(46*)
9
(35*)
10
(72)
8
(52)
7
(70)
5
(60)
Whole watermelon
Sections/slices
BASE
(71)
Base: Those who purchased watermelon in the winter
a-h-Significantly different at the 95% confidence level
*Caution – small base size
49
PURCHASE FREQUENCY IN THE WINTER (BY WATERMELON
CUT)

Consumers purchase watermelon less frequently in the winter than any other
season - - as only “once a month” was the most common playback (for all types of
watermelon).
PURCHASE FREQUENCY IN THE WINTER BY WATERMELON CUT
Watermelon Cut
Once a week or more
2-3 times a month
Once a month
Once a season
BASE
Whole
watermelon
%
(a)
11
16
48
25 b
(175)
Watermelon
Sections or Slices
%
(b)
11
25 a
47
16
(179)
Watermelon
Cubes
%
(c)
18 d
17
47
18
(103)
Mini
Watermelon
%
(d)
6
19
51
23
(47*)
Base: Those who have purchased specific type of watermelon cut in the winter
a-d-Significantly different at the 95% confidence level
*Caution – small base size
Q.13a/b/c/d.
How often do you buy (whole watermelon/watermelon in sections or slices/watermelon
cubes/mini watermelon) during the winter?
50
REASONS FOR NOT PURCHASING WATERMELON IN THE
WINTER

“Lack of availability” is the primary reason for not purchasing watermelon in the
winter (36% - - in line with 2004 – 34%), followed closely by the perception that
“it is a summer fruit” (32%), while 18% felt it was “too expensive” and 15%
didn’t buy it due to its “poor taste”.
o Similar to the spring and fall, “lack of availability” in the winter is a larger
issue domestically than it is in Toronto (36% vs. 21%).
REASONS FOR NOT PURCHASING WATERMELON IN THE WINTER
It’s not available
Watermelon is a summer fruit
It’s too expensive
It has a poor taste
BASE
Domestic
2006
%
(a)
36 b
32
18
15
(1953)
Toronto
2006
%
(b)
21
36
17
12
(131)
Domestic
2004
%
(c)
34 b
36 a
19
13
(1948)
Base: Those who do not purchase watermelon in the winter
a-c-Significantly different at the 95% confidence level
Q.14. Why don’t you purchase watermelon during the winter? Any other reasons?
51
o As they’re most apt to buy them in the winter, respondents who live in
California have the lowest incidence of indicating that they don’t buy
watermelon during these months because they’re “unavailable”.
o Consistent with the spring and fall, infrequent summer purchasers don’t buy
watermelon in the winter because they perceive it to be “a summer fruit” - directionally higher than heavy buyers (34% vs. 30%).
REASONS FOR NOT PURCHASING WATERMELON IN THE WINTER
REGION
It’s not available
CA
%
(a)
25
West
%
(b)
34 a
Plains
%
(c)
39 a
BASE
(229)
(259)
(254)
Base: Those who do not purchase watermelon in the winter
a-h-Significantly different at the 95% confidence level
South
Central
%
(d)
41 ah
Great
Lakes
%
(e)
34 a
Mid-South
%
(f)
40 ah
Southeast
%
(g)
40 ah
Northeast
%
(h)
31
(265)
(228)
(248)
(230)
(240)
REASONS FOR NOT PURCHASING WATERMELON IN THE WINTER
SUMMER PURCHASE FREQUENCY
Watermelon is a summer fruit
BASE
2-3 times a month or more
%
30
(1204)
Once a month or less
%
34
(744)
Base: Those who do not purchase watermelon in the winter
52
REASONS FOR PURCHASE/NON-PURCHASE OF
WATERMELON TYPES
53
WHOLE WATERMELON
REASONS FOR BUYING WHOLE WATERMELON

Similar to the domestic 2004 findings, as well as the Toronto study, the top three
reasons for purchasing “whole” watermelon are - - “it’s a better value” (83%),
“it’s the right amount for me/my family” (83%) and “it’s fresher/more appealing”
(82%).
o Second tier responses include: “it’s more convenient (73% - significantly
higher than 2004 – 69%), “it’s easier to take with you” (68%), “it’s easier
to cut” (65%), “it’s better for picnics, parties and special occasions”
(63%), “due to a large display in the store” (62%) and “it was advertised
or offered at a promotional price” (59%).
o Notably, consumers were least likely to buy “whole” watermelon because
“it’s better to use as an ingredient in a recipe” (19%).
REASONS FOR BUYING WHOLE WATERMELON
It’s a better value
It’s the right amount for me/my family
It’s fresher/more appealing
It’s more convenient
It’s easier to take with you
It’s easier to cut
It’s better for picnics, party, special occasions
Saw a large display at store
Advertised or promotional price
Easier to fit in refrigerator
Can make a carving out of it
Better to use as an ingredient in a recipe
BASE
Domestic
2006
%
(a)
83
83
82
73 c
68
65 c
63
62
59
45 c
28
19
(1894)
Toronto
2006
%
(b)
82
84
84
80 ac
61
68
62
66
60
49 c
31
25
(169)
Domestic
2004
%
(c)
85
83
81
69
71 ab
61
73 ab
61
64 a
40
37 a
21
(2056)
Base: Those who purchase whole watermelon
a-c-Significantly different at the 95% confidence level
Q.19. Thinking about whole watermelon specifically, for which of the following reasons do you buy whole
watermelon instead of watermelon sections, watermelon cubes or mini watermelon? Are there any other reasons
you buy whole watermelon?
54
REASONS FOR NOT PURCHASING WHOLE WATERMELON/
PURCHASING IT MORE OFTEN

Also in line with the domestic 2004 findings, as well as the Toronto study, “it’s
too big/not convenient” and “my family can’t finish it all/wasteful” are the top
two reasons whole watermelon isn’t bought (more) often (28% and 26%,
respectively).
o Notably, 1 in 10 of the domestic consumers didn’t purchase whole
watermelon because “it’s too expensive/not a good value” - - significantly
higher than respondents in Toronto (10% vs. 5%).
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WHOLE WATERMELON
Domestic
Toronto
Domestic
2006
2006
2004
%
%
%
(a)
(b)
(c)
It’s too big/not convenient
28
32
28
My family can’t finish it all/wasteful
26
27
28
It is too expensive/not a good value
10 b
5
10 b
It’s too messy
9
6
10 b
I can’t judge the quality
7
5
10 ab
General watermelon dislikes (net)
7
9
7
I don’t like to cut it
6
6
8
It’s not available where I shop
4
4
7 ab
BASE
(3097)
(243)
(3198)
Base: Those who don’t purchase whole watermelon/or buy it often
a-c-Significantly different at the 95% confidence level
Q.24b.
Why don’t you purchase whole watermelon/purchase it more often? Are there any other reasons?
55
o Thirty nine percent of the respondents in the Northeast who don’t buy whole
watermelon/buy it infrequently indicated that “it’s too big/not convenient” –
significantly higher than any other region.
o Notably, about two-fifths of the infrequent summer purchasers don’t buy more
whole watermelon because “it’s too big/not convenient” and “my family can’t
finish it all/wasteful”, while more than 1 in 10 reported the following purchase
deterrents - - “it’s too expensive/not a good value”, “it’s too messy” and “I
can’t judge the quality” - - all significantly higher than heavy purchasers.
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WHOLE WATERMELON
REGION
CA
%
(a)
West
%
(b)
Plains
%
(c)
South
Central
%
(d)
It’s too big/not
22
26
31 ad
24
convenient
(383)
(404)
(411)
BASE
(367)
Base: Those who don’t purchase whole watermelon/or buy it often
Great
Lakes
%
(e)
Mid-South
%
(f)
Southeast
%
(g)
Northeast
%
(h)
28 a
30 a
26
39 abcdefg
(386)
(412)
(380)
(354)
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WHOLE WATERMELON
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(i)
(j)
It’s too big/not convenient
20
38 i
My family can’t finish it all/wasteful
17
43 i
It is too expensive/not a good value
3
19 i
It’s too messy
5
15 i
I can’t judge the quality
5
12 i
BASE
(1528)
(833)
Base: Those who don’t purchase whole watermelon/or buy it often
a-j-Significantly different at the 95% confidence level
56
WATERMELON SECTIONS/SLICES
REASONS FOR BUYING WATERMELON SECTIONS/SLICES

Similar to previous domestic findings, watermelon sections/slices are primarily
bought because “it’s the right amount for me/my family” (90%), “it’s easier to see
the quality before buying” (88%), “it’s more convenient” (86%), “it’s easier to fit
in the refrigerator” (85%) and “it’s a quick snack” (82%).
o While the Toronto findings are more or less in line with the domestic
results, significantly more domestic consumers buy watermelon
sections/slices because “they’re fresher/more appealing” (69% vs. 55%)
and you “don’t have to cut it” (62% vs. 41%).
REASONS FOR BUYING WATERMELON SECTIONS/SLICES
It’s the right amount for me/my family
Easier to see the quality before buying
It’s more convenient
Easier to fit in refrigerator
It’s a quick snack
It’s easier to cut
It’s easier to take with you
It’s fresher/more appealing
Don’t have to cut it
Saw a large display at store
It’s a better value
Advertised or promotional price
It’s better for picnics, party, special
occasions
Better to use as an ingredient in a recipe
BASE
Domestic
2006
%
(a)
90 c
88
86
85
82
77
73
69 b
62 b
51
48
47
Toronto
2006
%
(b)
82
84
78
81
77
74
72
55
41
41
47
41
Domestic
2004
%
(c)
87
86
86
89 a
86 a
83 a
75
66
67 ab
49
47
53 ab
39
38
44 a
22
(769)
26
(74)
26
(988)
Base: Those who purchase watermelon sections/slices
a-c-Significantly different at the 95% confidence level
Q.20. Thinking about watermelon sections/slices specifically, for which of the following reasons do you buy
sections or slices of watermelon instead of whole watermelon, watermelon cubes or mini watermelon? Are there
any other reasons?
57
REASONS FOR NOT PURCHASING WATERMELON SECTIONS/
SLICES/PURCHASING THEM MORE OFTEN

Among those who haven’t bought watermelon sections/slices, about 4 in 10
reported that “it’s too expensive/not a good value” and “concerned about their
freshness” (41% and 35%, respectively), while all other reasons are played back
at much lower levels.
o Notably, significantly fewer respondents in Toronto mentioned that
“price” is a deterrent to buying watermelon sections/slices vis-à-vis
domestic consumers (28% vs. 41%).
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WATERMELON SECTIONS/SLICES
Domestic
Toronto
Domestic
2006
2006
2004
%
%
%
(a)
(b)
(c)
It is too expensive/not a good value
41 b
28
39 b
I am concerned about the freshness
35
41 c
32
It’s too small
16
19
17
It’s too big/not convenient
12
17 ac
12
It’s not available where I shop
7
6
10 ab
It’s too messy
9
6
9
General watermelon dislikes (net)
9 bc
5
7
BASE
(3103)
(249)
(3195)
Base: Those who don’t purchase watermelon sections or slices/or buy them often
a-c-Significantly different at the 95% confidence level
Q.24c. Why don’t you purchase watermelon in sections/slices/purchase it more often? Are there any other
reasons?
58
o The primary watermelon sections/slices purchase deterrents center around
“price/value” and “freshness”. Specifically, consumers in the West are more
apt to play back both of these issues as reasons for not buying watermelon
sections/slices compared to any other region, while fewer consumers in the
Northeast feel this way.
o In addition, less frequent summer purchasers don’t’ buy more sections/slices
because “it’s too expensive/not a good value” - - significantly higher than
heavy purchasers (49% vs. 43%) and less apt to report “it’s too small” (15%
vs. 22%).
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WATERMELON SECTIONS/SLICES
REGION
It is too expensive/
not a good value
I am concerned
about the freshness
BASE
CA
%
(a)
West
%
(b)
Plains
%
(c)
South
Central
%
(d)
Great
Lakes
%
(e)
Mid-South
%
(f)
Southeast
%
(g)
Northeast
%
(h)
40
49 afgh
45 fh
45 fh
44 fh
35
40
34
38 ch
41 cfgh
29
39 ch
35
34
34
30
(372)
(387)
(407)
(410)
(385)
(412)
(376)
(354)
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WATERMELON SECTIONS/SLICES
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(i)
(j)
It is too expensive/not a good value
43
49 i
It’s too small
22 j
15
BASE
(1534)
(833)
Base: Those who don’t purchase watermelon sections or slices/or buy them often
a-j-Significantly different at the 95% confidence level
59
WATERMELON CUBES
REASONS FOR PURCHASING WATERMELON CUBES

More or less on par with the 2004 domestic study, watermelon cubes are
considered to be “convenient” (89%), “a quick snack” (86%), “easy to fit in the
refrigerator” (85%), “easy to see the quality before buying” (83%), “the right
amount for me/my family” (82%), “easy to take with you” (81%) and “you “don’t
have to cut it” (81%).
REASONS FOR PURCHASING WATERMELON CUBES
It’s more convenient
It’s a quick snack
Easier to fit in refrigerator
Easier to see the quality before buying
It’s the right amount for me/my family
Don’t have to cut it
It’s easier to take with you
It’s fresher/more appealing
Saw a large display at store
It’s better for picnics, party, special
occasions
It’s a better value
Advertised or promotional price
Better to use as an ingredient in a recipe
BASE
Domestic
2006
%
(a)
89
86
85
83
82
81
81
62
49
Toronto
2006
%
(b)
82
82
82
64
82
73
82
55
45
Domestic
2004
%
(c)
89
89
88
82
82
85
84
66
49
48
45
59 a
47
44
33
(301)
36
45
55
(11*)
40
53 a
44 a
(428)
Base: Those who purchase watermelon cubes
a-c-Significantly different at the 95% confidence level
*Caution – small base size
Q.21. Thinking about watermelon cubes specifically, for which of the following reasons do you buy
watermelon cubes instead of whole watermelon, watermelon sections/slices or mini watermelon? Are there
any other reasons?
60
REASONS FOR NOT PURCHASING WATERMELON CUBES/
PURCHASING THEM MORE OFTEN

On the other hand, roughly one-half of the respondents who do not purchase
watermelon cubes indicate that they’re “too expensive/not a good value”, while
about two-fifths are also “concerned about their freshness”, with all other reasons
significantly lower.
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WATERMELON CUBES
Domestic
Toronto
Domestic
2006
2006
2004
%
%
%
(a)
(b)
(c)
It is too expensive/not a good value
50 bc
40
47 b
I am concerned about the freshness
39 c
46 ac
36
It’s too small
17
24 a
19 a
It’s too big/not convenient
14 ab
It’s not available at the store where I shop
11
16 a
14 a
General watermelon dislikes (net)
8
9
7
BASE
(3112)
(253)
(3213)
Base: Those who don’t purchase watermelon cubes/ or buy them often
a-c-Significantly different at the 95% confidence level
Q.24d. Why don’t you purchase watermelon cubes/purchase it more often? Are there any other reasons?
61
o Similar to previous domestic findings regarding sections/slices, while
“price/value” is the main reason for not purchasing watermelon cubes/buying
them more often, incidence of playing this back is highest among consumers
in the West, Plains and Great Lakes regions.
o However, in contrast to previous findings (concerning sections/slices) in the
U.S., more than half of those in the Northeast also indicate that the “price” of
watermelon cubes is a reason for not purchasing/buying them more often.
o In line with sections/slices, “being considered too small” is mentioned
significantly less often by infrequent purchasers as a watermelon cube
purchase deterrent compared to heavy buyers (16% vs. 24%).
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WATERMELON CUBES
REGION
CA
%
(a)
West
%
(b)
Plains
%
(c)
South
Central
%
(d)
It is too expensive/
45
55 afg
55 afg
49
not a good value
(389)
(407)
(410)
BASE
(370)
Base: Those who don’t purchase watermelon cubes/ or buy them often
It’s too small
Great
Lakes
%
(e)
Mid-South
%
(f)
Southeast
%
(g)
Northeast
%
(h)
54 afg
46
44
52 g
(387)
(413)
(381)
(355)
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
WATERMELON CUBES
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(i)
(j)
24 j
16
BASE
(1543)
(833)
Base: Those who don’t purchase watermelon cubes/ or buy them often
a-j-Significantly different at the 95% confidence level
62
MINI WATERMELON
REASONS FOR BUYING MINI WATERMELON

Also in line with domestic findings from a couple of years ago, at least 8 in 10 of
the respondents who purchase mini watermelon buy it for the following reasons –
“it’s the right amount for me/my family” (2006 – 84% vs. 2004 – 78%), it’s
“easier to fit in the refrigerator” (2006 – 81% vs. 2004 – 81%) and “it’s more
convenient” (2006 – 80% vs. 2004 – 75%), with findings in Toronto similar to the
domestic results.
REASONS FOR PURCHASING MINI WATERMELON
It’s the right amount for me/my family
Easier to fit in refrigerator
It’s more convenient
It’s easier to take with you
It’s easier to cut
Saw a large display at store
It’s fresher/more appealing
Advertised or promotional price
It’s a better value
It’s better for picnics, party, special
occasions
Can make a carving out of it
Better to use as an ingredient in a
recipe
BASE
Domestic
2006
%
(a)
84 c
81
80
73
72
56
56
55
54
Toronto
2006
%
(b)
90
80
67
67
73
60
60
60
60
Domestic
2004
%
(c)
78
81
75
78
69
54
52
61
51
42
50
52 a
23
30
30 a
18
13
30 a
(426)
(30*)
(417)
Base: Those who purchased mini watermelon
a-c-Significantly different at the 95% confidence level
*Caution – small base size
Q.22. Thinking about mini watermelon specifically, for which of the following reasons do you buy mini
watermelon instead of whole watermelon, watermelon sections/slices or watermelon cubes? Are there any other
reasons?
63
o Not surprising, households without children are significantly more apt to
indicate that they buy mini watermelon because “it’s the right amount for
me/my family” - - significantly higher than their counterparts.
REASONS FOR PURCHASING MINI WATERMELON
It’s the right amount for me/my family
BASE
HAVE
MINOR CHILDREN
LIVING AT HOME
Yes
No
%
%
(a)
(b)
79
89 a
(146)
(195)
Base: Those who purchased mini watermelon
a-b-Significantly different at the 95% confidence level
64
REASONS FOR NOT PURCHASING MINI WATERMELON/
PURCHASING IT MORE OFTEN

About 3 in 10 of the domestic respondents didn’t purchase mini watermelon due
to it’s perceived “expense/lack of value” (29%), with 24% indicating that “it’s too
small” and better than 1 in 10 expressing a general “lack of familiarity” with the
product.
o Thirty two percent of the mini watermelon rejectors in Toronto avoid the
product because “it’s too small” – significantly higher than domestic
findings.
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE
MINI WATERMELON
It is too expensive/not a good value
It’s too small
Not familiar (net)
Not available /not sold here
Have never seen it
I can’t judge its quality
General watermelon dislikes (net)
BASE
Domestic
2006
%
(a)
29 c
24
14
9
5
15
9
(3122)
Toronto
2006
%
(b)
29
32 ac
15
8
7
17
13 a
(253)
Domestic
2004
%
(c)
25
23
19 a
10
7a
16
10
(3228)
Base: Those who don’t purchase mini watermelon/or buy it often
a-c-Significantly different at the 95% confidence level
Q.24e. Why don’t you purchase mini watermelon/purchase it more often? Are there any other reasons?
65
o On the other hand, a significantly greater number of respondents with children
living at home don’t buy/buy more mini watermelon due to its size - - also
indicating that “it’s too small”.
o In addition, and in line with sections/slices and cubes, while heavy summer
purchasers continue to report “it’s too small” as a reason for not purchasing
more mini watermelon (34% vs. 23%), less frequent summer buyers indicated
they “are not familiar” with it - - significantly higher than their counterparts
(18% vs. 13%).
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE MINI WATERMELON
HAVE MINOR CHILDREN LIVING AT HOME
It’s too small
BASE
Yes
%
(a)
32 b
(1075)
No
%
(b)
22
(1401)
Base: Those who don’t purchase mini watermelon/or buy it often
REASONS FOR NOT PURCHASING/NOT PURCHASING MORE MINI WATERMELON
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(c)
(d)
It’s too small
34 d
23
Not familiar (net)
13
18 c
BASE
(1553)
(833)
Base: Those who don’t purchase mini watermelon/or buy it often
a-d-Significantly different at the 95% confidence level
66
AWARENESS OF WATERMELON HEALTH BENEFITS
67
AWARENESS OF WATERMELON HEALTH BENEFITS

More or less mirroring findings from 2004, just over one-third of the consumers
are reportedly aware of watermelon health benefits (2006 – 35% vs. 2004 – 38%
and Toronto – 35%).
AWARENESS OF WATERMELON HEALTH BENEFITS
Yes
No
BASE
Domestic
2006
%
(a)
35
65 c
(3128)
Toronto
2006
%
(b)
35
65
(253)
Domestic
2004
%
(c)
38 a
62
(3230)
Base: Total respondents
a-c-Significantly different at the 95% confidence level
Q.26. Are you aware of any health benefits that watermelons provide?
68
o Respondents who purchase watermelon (particularly heavy summer buyers),
as well as consumers who are better educated are more aware of watermelon
health benefits - - significantly higher than their counterparts.
AWARENESS OF HEALTH BENEFITS
PURCHASE
WATERMELON
Yes
No
%
%
(a)
(b)
38 b
26
62
74 a
(2400)
(728)
Yes
No
BASE
EDUCATION
<College
College Grad+
%
%
(c)
(d)
32
40 c
68 d
60
(1674)
(1289)
Base: Total respondents
AWARENESS OF HEALTH BENEFITS
Yes
No
BASE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(e)
(f)
40 f
35
60
65 e
(1553)
(833)
Base: Total respondents
a-f-Significantly different at the 95% confidence level
69
AWARENESS OF SPECIFIC HEALTH BENEFITS

While spontaneous awareness of specific watermelon health benefits (without the
aid of a list) is relatively low, with the highest mention being “has vitamins”
(28%), in total (unaided and aided answers combined), most consumers played
back that watermelon is “low in fat” (91%), “low in calories” (87%), “high in
Vitamin C” (68%) and “contains the antioxidant lycopene” (57%) - - significantly
higher than 2004 findings (46%).
o Notably, in total (unaided and aided answers combined), fewer
respondents in Toronto are aware that “watermelon contains lycopene”
(36% vs. 57% - domestic).
AWARENESS OF SPECIFIC HEALTH BENEFITS (UNAIDED & TOTAL)
Low in fat
Low in calories
High in Vitamin C
Red watermelon
contains the antioxidant
lycopene
High in Vitamin A
High in Vitamin B-6
Has vitamins
Contains vitamins &
minerals (net)
Contains water/High
water content
Good for you/Healthy
BASE
Domestic
2006
Unaided
Unaided + Aided
%
%
(a)
(b)
7e
91 d
13 ce
87
18 e
68
Toronto
2006
Unaided +
Unaided
Aided
%
%
(c)
(d)
6
82
7
82
18
63
Domestic
2004
Unaided +
Unaided
Aided
%
%
(e)
(f)
5
93 d
8
87
14
67
10 ce
57 df
3
36
4
46
5e
2 ce
28
47
34 f
28
2
26
48
31
26
3
1c
31
45
27
31
15
15
15
15
19 a
50 bd
14
14
23
23
28 a
28 b
7
(1102)
7
(1102)
10
(88)
10
(88)
12 a
(1220)
12 b
(1220)
Base: Those who are aware of health benefits of watermelon
a-f-Significantly different at the 95% confidence level
Q.27/Q.28. What health benefits are you aware of that watermelon provide?
70
o Awareness of many of the specific watermelon heath benefits, including - “contains lycopene”, “is high in Vitamin A” and “is high in Vitamin B-6” is
highest in the Southeast region of the country.
AWARENESS OF SPECIFIC HEALTH BENEFITS (UNAIDED + AIDED)
REGION
CA
%
(a)
West
%
(b)
Plains
%
(c)
Watermelon is low
84
92 a
93 a
in fat
Watermelon is low
82
87
89
in calories
Watermelon is high
64
66
67
in Vitamin C
Red watermelon
contains the
49
58
56
antioxidant
lycopene
Watermelon is high
45
39
44
in Vitamin A
Watermelon is high
34
25
33
in Vitamin B-6
Watermelon has
29 h
31 h
31 h
vitamins
(140)
(153)
BASE
(146)
Base: Those who are aware of health benefits of watermelon
a-h-Significantly different at the 95% confidence level
South
Central
%
(d)
Great
Lakes
%
(e)
Mid-South
%
(f)
Southeast
%
(g)
Northeast
%
(h)
90
90
90
93 a
93 a
85
87
89
89
92 a
67
66
74
73
71
50
56
58
69 acde
66 ad
46
44
54 b
60 abcde
48
38 b
30
35
46 bceh
32
27
30 h
26
26
18
(153)
(138)
(136)
(117)
(119)
71
o In addition, awareness of specific health benefits is also correlated with both
income and education, as for the most part, those who are heavy summer
purchasers, more affluent and better educated are more knowledgeable about
the nutritional advantages that watermelon provides versus their respective
counterparts.
AWARENESS OF SPECIFIC HEALTH BENEFITS (UNAIDED + AIDED)
INCOME
Watermelon is low in fat
Watermelon is low in calories
Watermelon is high in Vitamin C
Red watermelon contains the
antioxidant lycopene
Watermelon is high in Vitamin A
Watermelon is high in Vitamin B-6
Watermelon has vitamins
BASE
EDUCATION
<50K
%
$50 - $75K
%
$75K+
%
<College
%
(a)
90
87
68
(b)
90
85
68
(c)
93
92 b
72
(d)
88
87
65
College
Grad+
%
(e)
94 d
90
72 d
52
60
61 a
52
62 d
45
33
25
(367)
50
36
25
(170)
50
34
38 ab
(263)
46
33
24
(535)
49
35
32 d
(521)
Base: Those who are aware of health benefits of watermelon
AWARENESS OF SPECIFIC HEALTH BENEFITS (UNAIDED + AIDED)
Watermelon is low in fat
Watermelon is low in calories
Red watermelon contains the
antioxidant lycopene
Watermelon is high in Vitamin A
BASE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(f)
(g)
92 g
88
90 g
84
62 g
51
50 g
(620)
41
(294)
Base: Those who are aware of health benefits of watermelon
a-g-Significantly different at the 95% confidence level
72
WATERMELON AND LYCOPENE CONTENT

More or less in line with findings from two years ago, about one-quarter of the
respondents (who know that watermelon contains lycopene) are aware that
watermelon contains more of this antioxidant than any other fresh produce (2006
– 24% vs. 2004 – 26%).
AWARE THAT WATERMELON HAS HIGHEST LYCOPENE CONTENT
OF ANY FRESH PRODUCE
Yes
No/Don’t know
BASE
Domestic
2006
%
(a)
Toronto
2006
%
(b)
Domestic
2004
%
(c)
24
76
(629)
19
81
(32)*
26
74
(567)
Base: Those aware that red watermelon contains lycopene
a-c-Significantly different at the 95% confidence level
Q.29. Are you aware that watermelon contains more lycopene than any other fresh produce item?
73
AWARENESS OF WATERMELON HEALTH BENEFITS AND
PURCHASE INTENT

Encouragingly, the vast majority of respondents (who are aware of watermelon’s
health benefits) would buy watermelon because it’s good for them (2006 – 77%
vs. 2004 – 78% and Toronto – 83%).
AWARENESS OF WATERMELON HEALTH BENEFITS AND PURCHASE INTENT
Domestic
2006
%
(a)
77
21
2 bc
(1102)
Yes
No
Don’t know
BASE
Toronto
2006
%
(b)
83
17
(88)
Domestic
2004
%
(c)
78
21
(1220)
Base: Those aware of watermelon health benefits
a-c-Significantly different at the 95% confidence level
Q.30. Does knowing that watermelon is healthy and nutritious make you more likely to purchase
watermelon in the future?
o Not surprising, knowing about watermelon’s health benefits makes
purchasers (especially heavy summer buyers) want to buy it in the future - significantly higher than non-purchasers.
AWARENESS OF WATERMELON HEALTH BENEFITS AND PURCHASE INTENT
Yes
No
BASE
Domestic
2006
NonPurchasers Purchasers
%
%
(a)
(b)
81 bh
59
18
39 a
(915)
(187)
Toronto
2006
Purchasers
%
(c)
83
18
(80)
NonPurchasers
%
(d)
88
13
(8*)
Domestic
2004
NonPurchasers Purchasers
%
%
(e)
(f)
82 fg
62
18
38 e
(981)
(239)
Domestic
2002
NonPurchasers Purchasers
%
%
(g)
(h)
76 h
58
24 ae
42 g
(2044)
(258)
Base: Those aware of watermelon health benefits
a-h-Significantly different at the 95% confidence level
* Caution – Small base size
74
AWARENESS OF WATERMELON HEALTH BENEFITS AND PURCHASE INTENT
Yes
No
BASE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(a)
(b)
84 b
73
15
24 a
(620)
(294)
Base: Those aware of watermelon health benefits
a-b-Significantly different at the 95% confidence level
75
AWARENESS OF THE HEART-HEALTHY
WATERMELON AND PURCHASE INTENT

BENEFITS
OF
Arming consumers with knowledge that watermelon is good for the heart would
make the product even more enticing, as 81% indicated they’d be more likely to
buy it if they had this information.
AWARENESS OF HEART-HEALTHY BENEFITS OF WATERMELON
AND PURCHASE INTENT
Domestic
2006
%
Yes
81
No
17
Don’t know
2
BASE
(117)
Base: Those who have purchased watermelon in the past 12 months and are aware of watermelon health
benefits (question added in August)
Q.30b. And, would knowing watermelon is good for your heart make you want to purchase more of it in the
future?
76
SOURCE OF NUTRITIONAL INFORMATION

“Magazines” continue to be the primary source for nutritional information (2006
– 36% vs. 2004 – 29% and 2002 – 47%), with all others eliciting significantly
lower playback.
o Notably, consumers in Toronto are just as likely to get nutritional
information from “friends/family” compared to “magazines” (16% and
17%, respectively).
SOURCE OF NUTRITIONAL INFORMATION
Magazines/Newspapers
School/classes
Books
Friends/family
Nutrition labeling
Television
Internet
Doctor/Health care
provider
Supermarket/grocery
store
Radio
Don’t know
BASE
Domestic
2006
%
(a)
36 bc
9d
9
9
5c
4d
3
Toronto
2006
%
(b)
17
9d
14
16 a
1
5d
5
Domestic
2004
%
(c)
29 b
10 d
10
9
3
6 ad
3
Domestic
2002
%
(d)
47 abc
2
11
9
16 abc
10 abc
3
2
3
17 abc
2d
2
3d
-
1
28
(1102)
1
31
(88)
*
33 a
(1220)
2a
NA
(2296)
Base: Those aware of watermelon health benefits
a-d-Significantly different at the 95% confidence level
Q.31. And, do you remember where you learned or read about watermelon health attributes?
77
FACTORS INFLUENCING WATERMELON PURCHASING
78
INFLUENCE OF RECIPES, CARVINGS, AND NEW WAYS TO USE
WATERMELON ON PURCHASE INTENT

Consistent with the previously conducted domestic studies, as well as the Toronto
findings, purchasers reported that having recipes, carvings and new ways to use
watermelon is motivating - - significantly higher than non-purchasers.
INFLUENCE OF RECIPES, CARVINGS, AND NEW WAYS TO USE WATERMELON ON PURCHASE INTENT
Domestic
2006
Yes
Possibly/
Not sure
No
BASE
Toronto
2006
Purchasers
%
(a)
27 b
NonPurchasers
%
(b)
21
13
Domestic
2004
Purchasers
%
(c)
42 adeg
Nonpurchasers
%
(d)
23
12
11
60 ceg
66 a
(2400)
(728)
Domestic
2002
Purchasers
%
(e)
32 af
Nonpurchasers
%
(f)
20
Purchasers
%
(g)
33 ah
Nonpurchasers
%
(h)
23
19
14
14
22 aceh
17
47
58
54 g
65 e
45
60 g
(200)
(53)
(2400)
(830)
(2044)
(258)
Base: Total respondents
a-h-Significantly different at the 95% confidence level
Q.32. Would the availability of recipes, carvings and new ways to use watermelon encourage you to buy watermelon
more often?
79
o Similarly, respondents aware of watermelon health benefits, as well as
frequent summer purchasers would use watermelon more often if they
knew of new ways to use it - - significantly higher than their respective
counterparts.
Yes
Possibly
No
INFLUENCE OF RECIPES, CARVINGS, AND NEW WAYS TO USE
WATERMELON ON PURCHASE INTENT
AWARE OF WATERMELON HEALTH BENEFITS
Yes
No
%
%
(a)
(b)
29 b
24
14
12
57
64 a
BASE
(1102)
(2026)
Base: Total respondents
Yes
Possibly
No
INFLUENCE OF RECIPES, CARVINGS, AND NEW WAYS TO USE
WATERMELON ON PURCHASE INTENT
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(c)
(d)
30 d
22
13
14
57
64 a
BASE
(1559)
(833)
Base: Total respondents
a-d-Significantly different at the 95% confidence level
80
REACTION TO NEW WATERMELON CONCEPTS
81
WATERMELON JUICE
Introducing…Watermelon juice, a refreshing juice made from real watermelon
which not only tastes great, but also contains natural watermelon health attributes
such as Lycopene, Vitamin C, Vitamin A, Vitamin B and potassium.
LIKELIHOOD OF PURCHASING WATERMELON JUICE IF SOLD
AT AN ACCEPTABLE PRICE

The prospects for watermelon juice are significantly more appealing to consumers
in Toronto vis-à-vis the U.S., as better than one-half of the Canadian consumers
indicated that they’d “definitely/probably buy it” (57%) versus only 37% in the
U.S. - - falling short of our normative target of 50%.
LIKELIHOOD OF PURCHASING WATERMELON JUICE IF SOLD AT AN
ACCEPTABLE PRICE
Top-2 Box
Definitely buy it
Probably buy it
Might or might not buy it
Bottom-2 Box
Probably would not buy it
Definitely would not buy it
Don’t know
BASE
Domestic
2006
%
(a)
37
13
24
25
38 b
19 b
18 b
1
(3128)
Toronto
2006
%
(b)
57 a
25 a
32 a
21
21
8
13
*
(253)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
* = Less than 0.5%
Q.33a. How likely would you be to purchase watermelon juice if it was offered for sale in a store where you
normally shop at an acceptable price? Would you say you would…?
82
UNIQUENESS OF WATERMELON JUICE PRODUCT

In terms of uniqueness, however, there is no difference between consumers in
Toronto and the U.S., as most find the concept to be only “somewhat” or “not
very/not at all appealing” (domestic – 61% vs. Toronto – 64%).
o As such, and probably due to some familiarity with watermelon juice (or
fruit juices in general), the watermelon juice concept fails to meet our
uniqueness goal of 50% top-2 box for this key measure.
UNIQUENESS OF WATERMELON JUICE PRODUCT
Top-2 Box
Extremely different
Very different
Somewhat different
Bottom-2 Box
Not very different
Not at all different
Don’t know
BASE
Domestic
2006
%
Toronto
2006
%
34
10
23
41
20
12
8
5
(3128)
29
9
20
39
25
15
10
8
(253)
Base: Total respondents
Q.33b. Which of the following statements best describes how different you think this product is? Would
you say it is…?
83
BELIEVABILITY OF WATERMELON JUICE PRODUCT

In addition, while the total sample falls short of the normative goal for
believability (39% vs. 50% - goal), younger respondents, more affluent
consumers and those aware of watermelon health benefits feel that the
watermelon juice concept is credible - - as they exceed or approach the goal set
for this measure.
BELIEVABILITY OF WATERMELON JUICE PRODUCT
Top-2 Box
Completely believable
Very believable
Somewhat believable
Bottom-2 Box
Not very believable
Not at all believable
Don’t know
BASE
Domestic
2006
%
Toronto
2006
%
39
13
27
44
12
6
6
5
(3128)
40
15
25
43
10
6
4
6
(253)
Base: Total respondents
Q.33c. Which of the following statements best describes how believable you feel the claims made about this
product are? Would you say they are…?
BELIEVABILITY OF WATERMELON JUICE PRODUCT
Top-2 Box
INCOME
$50<$50K $75K
$75K+
%
%
%
(a)
(b)
(c)
38
48 a
48 a
BASE (1045) (487)
(722)
AGE
<46
%
(d)
48 e
(969)
46+
%
(e)
37
(2022)
AWARE OF
WATERMELON
HEALTH
BENEFITS
Yes
%
(f)
53 f
(1102)
No
%
(g)
32
(2026)
Base: Total respondents
a-g-Significantly different at the 95% confidence level
84
WATERMELON SORBET
Introducing…Watermelon sorbet, a refreshing sorbet made from real watermelon
juice, which not only tastes great, but also contains natural watermelon health
attributes such as Lycopene, Vitamin C, Vitamin A, Vitamin B and potassium.
LIKELIHOOD OF PURCHASING WATERMELON SORBET IF
SOLD AT AN ACCEPTABLE PRICE

Similar to the watermelon juice findings, a greater number of consumers in
Toronto are also more interested in purchasing watermelon sorbet (59% top-2
box) than in the U.S. (43% - shy of our norm of 50%).
o In addition, bottom-2 box ratings among American consumers are also
higher than our norm (30% top-2 box versus < 20% norm).
LIKELIHOOD OF PURCHASING WATERMELON SORBET IF SOLD
AT AN ACCEPTABLE PRICE
Top-2 Box
Definitely buy it
Probably buy it
Might or might not buy it
Bottom-2 Box
Probably would not buy it
Definitely would not buy it
Don’t know
BASE
Domestic
2006
%
(a)
43
15
28
27 b
30
15
14
1
(3128)
Toronto
2006
%
(b)
59 a
21 a
38 a
15
25
11
14
*
(253)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
* = Less than 0.5%
Q.34a. How likely would you be to purchase watermelon sorbet if it was offered for sale in a store where
you normally shop at an acceptable price? Would you say you would…?
85
o On the other hand, watermelon purchasers (especially frequent summer
buyers), consumers living in the Northeast and respondents aware of
watermelon health benefits are more interested in buying watermelon sorbet
vis-à-vis their respective counterparts - - exceeding or approaching our
normative goal of 50% for this measure.
LIKELIHOOD OF PURCHASING WATERMELON SORBET IF SOLD
AT AN ACCEPTABLE PRICE
REGION
Top-2 Box
BASE
Base: Total respondents
Top-2 Box
CA
%
(a)
39
West
%
(b)
42
Plains
%
(c)
39
South
Central
%
(d)
39
Great
Lakes
%
(e)
40
Mid-South
%
(f)
43
Southeast
%
(g)
46 acd
Northeast
%
(h)
56 abcdefg
(373)
(389)
(409)
(412)
(389)
(413)
(385)
(358)
LIKELIHOOD OF PURCHASING WATERMELON SORBET IF SOLD
AT AN ACCEPTABLE PRICE
AWARE OF
PURCHASE
WATERMELON
WATERMELON
HEALTH BENEFITS
Yes
No
Yes
No
%
%
%
%
(i)
(j)
(k)
(l)
46 j
48 l
40
31
(2400)
(1102)
(2026)
BASE
(728)
Base: Total respondents
Top-2 Box
LIKELIHOOD OF PURCHASING WATERMELON SORBET IF SOLD
AT AN ACCEPTABLE PRICE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(m)
(n)
51 n
37
BASE
(1559)
(833)
Base: Total respondents
a-n-Significantly different at the 95% confidence level
86
UNIQUENESS OF WATERMELON SORBET PRODUCT

Again, given its familiarity, only 29% of the respondents consider watermelon
sorbet to be different than other products currently on the market - - lower than
our target of 50%.
UNIQUENESS OF WATERMELON SORBET PRODUCT
Top-2 Box
Extremely different
Very different
Somewhat different
Bottom-2 Box
Not very different
Not at all different
Don’t know
BASE
Domestic
2006
%
Toronto
2006
%
(a)
29
8
21
46 b
19
12
7
6
(3128)
(b)
29
9
19
40
24
15
9
8
(253)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
Q.34b. Which of the following statements best describes how different you think this product is? Would you
say it is…?
87
BELIEVABILITY OF WATERMELON SORBET PRODUCT

Furthermore, while believability scores are also low among the total sample, with
less than two-fifths finding the claims made about the sorbet to be either
“completely” or “very believable” (38%), more affluent respondents and those
aware of watermelon health benefits either approach or meet our norm of 50% for
this measure.
BELIEVABILITY OF WATERMELON SORBET PRODUCT
Top-2 Box
Completely believable
Very believable
Somewhat believable
Bottom-2 Box
Not very believable
Not at all believable
Don’t know
BASE
Domestic
2006
%
Toronto
2006
%
38
11
26
46
11
6
5
5
(3128)
34
12
22
47
11
5
6
8
(253)
Base: Total respondents
Q.34c. Which of the following statements best describes how believable you feel the claims made about this
product are? Would you say they are…?
BELIEVABILITY OF WATERMELON SORBET PRODUCT
INCOME
Top-2 Box
BASE
<50K
%
(a)
37
(1045)
$50 - $75K
%
(b)
41
(487)
$75K+
%
(c)
46 a
(722)
AWARE OF
WATERMELON
HEALTH BENEFITS
Yes
No
%
%
(d)
(e)
50 e
31
(1102)
(2026)
Base: Total respondents
a-e-Significantly different at the 95% confidence level
88
WATERMELON YOGURT
Introducing…Watermelon yogurt, a yogurt that is made from real watermelon and
has a delicious taste, pink color and is loaded with natural watermelon health
attributes such as, Lycopene, Vitamin C, Vitamin A, Vitamin B and potassium.
LIKELIHOOD OF PURCHASING WATERMELON YOGURT IF
SOLD AT AN ACCEPTABLE PRICE

While interest in watermelon yogurt in the U.S. is also below our norm (44% vs.
norm – 50%) among the total sample, it is higher in Toronto (59%). In addition,
domestic watermelon purchasers (particularly heavy summer buyers) younger
respondents, consumers aware of watermelon health attributes and those with
children under the age of 18 living at home approach or meet the normative goal
of 50% for this measure (see next page).
LIKELIHOOD OF PURCHASING WATERMELON YOGURT IF SOLD
AT AN ACCEPTABLE PRICE
Top-2 Box
Definitely buy it
Probably buy it
Might or might not buy it
Bottom-2 Box
Probably would not buy it
Definitely would not buy it
Don’t know
BASE
Domestic
2006
%
(a)
44
17
27
21 b
34 b
13 b
20
1
(3128)
Toronto
2006
%
(b)
59 a
24 a
35 a
14
25
8
18
2
(253)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
Q.36a. How likely would you be to purchase watermelon yogurt if it was offered for sale in a store where you
normally shop at an acceptable price? Would you say you would…?
89
Top-2 Box
LIKELIHOOD OF PURCHASING WATERMELON YOGURT IF SOLD
AT AN ACCEPTABLE PRICE
AWARE OF
PURCHASE
WATERMELON
WATERMELON
HEALTH BENEFITS
Yes
No
Yes
No
%
%
%
%
(a)
(b)
(c)
(d)
47 b
48 c
42
35
(2400)
(1102)
(2026)
BASE
(728)
Base: Total respondents
LIKELIHOOD OF PURCHASING WATERMELON YOGURT IF SOLD
AT AN ACCEPTABLE PRICE
HAVE MINOR CHILDREN
LIVING AT HOME
Yes
No
%
%
(e)
(f)
50 f
44
(1077)
BASE
(1402)
Top-2 Box
AGE
<46
%
(g)
49 h
(969)
46+
%
(h)
43
(2022)
Base: Total respondents
Top-2 Box
LIKELIHOOD OF PURCHASING WATERMELON YOGURT IF SOLD
AT AN ACCEPTABLE PRICE
SUMMER PURCHASE FREQUENCY
2-3 times a month or more
Once a month or less
%
%
(i)
(j)
52 j
39
BASE
(1559)
(833)
Base: Total respondents
a-j-Significantly different at the 95% confidence level
90
UNIQUENESS OF WATERMELON YOGURT PRODUCT

Notably, however, and similar to the watermelon juice and sorbet concepts, the
idea of watermelon flavored yogurt is not considered to be particularly unique,
with only about one-third indicating that it’s either “extremely” or “very
different” (domestic – 32% vs. Toronto – 34%).
UNIQUENESS OF WATERMELON YOGURT PRODUCT
Top-2 Box
Extremely different
Very different
Somewhat different
Bottom-2 Box
Not very different
Not at all different
Don’t know
BASE
Domestic
2006
%
32
11
21
42
20
13
7
5
(3128)
Toronto
2006
%
34
13
21
36
22
11
10
8
(253)
Base: Total respondents
Q.36b. Which of the following statements best describes how different you think this product is? Would you
say it is…?
91
BELIEVABILITY OF WATERMELON YOGURT PRODUCT

However, while less than two-fifths of the total sample indicated that the claims
made about watermelon yogurt is believable (39%), younger respondents,
consumers aware of watermelon health benefits, high income earners and those
with children under the age of 18 living at home consider this concept to be
credible - - approaching our target for this measure of 50%..
BELIEVABILITY OF WATERMELON YOGURT PRODUCT
Top-2 Box
Completely believable
Very believable
Somewhat believable
Bottom-2 Box
Not very believable
Not at all believable
Don’t know
BASE
Domestic
2006
%
(a)
39
13
27
45
11
5
6
5
(3128)
Toronto
2006
%
(b)
36
12
24
44
12
6
6
8a
(253)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
Q.36c. Which of the following statements best describes how believable you feel the claims made about this
product are? Would you say they are…?
92
BELIEVABILITY OF WATERMELON YOGURT PRODUCT
INCOME
Top-2 Box
BASE
<50K
%
(a)
40
(1045)
$50 - $75K
%
(b)
46 a
(487)
$75K+
%
(c)
46 a
(722)
AWARE OF
WATERMELON
HEALTH BENEFITS
Yes
No
%
%
(d)
(e)
48 e
35
(1102)
(2026)
BELIEVABILITY OF WATERMELON YOGURT PRODUCT
Top-2 Box
HAVE MINOR CHILDREN
LIVING AT HOME
Yes
No
%
%
(f)
(g)
46 g
39
(1077)
BASE
(1402)
AGE
<46
%
(h)
48 i
(969)
46+
%
(i)
37
(2022)
Base: Total respondents
a-i-Significantly different at the 95% confidence level
93
WATERMELON BREAD
Introducing…Watermelon bread, a bread made from real watermelon with a taste
and color similar to pumpkin bread and contains natural watermelon health
attributes such as - - Lycopene, Vitamin C, Vitamin A, Vitamin B and potassium.
LIKELIHOOD OF PURCHASING WATERMELON BREAD IF
SOLD AT AN ACCEPTABLE PRICE

Notably, watermelon bread elicits the least amount of consumer interest, with
only 3 in 10 of the respondents (or less) in the U.S. and Toronto indicating that
they would either “definitely” or “probably buy it” (21% and 31%, respectively) –
far short of our norm (50%).
o Accordingly, bottom-2 box scores (“probably/definitely would not buy it”)
are also much higher than our norm (domestic – 56% vs. Toronto – 46%).
LIKELIHOOD OF PURCHASING WATERMELON BREAD IF SOLD
AT AN ACCEPTABLE PRICE
Top-2 Box
Definitely buy it
Probably buy it
Might or might not buy it
Bottom-2 Box
Probably would not buy it
Definitely would not buy it
Don’t know
BASE
Domestic
2006
%
Toronto
2006
%
(a)
21
6
15
22
56 b
25 b
31
1
(3128)
(b)
31 a
12 a
19
22
46
15
31
1
(253)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
Q.35a. How likely would you be to purchase watermelon bread if it was offered for sale in a store where you
normally shop at an acceptable price? Would you say you would…?
94
UNIQUENESS OF WATERMELON BREAD PRODUCT

However, while purchase interest is low, the idea of watermelon bread is
considered to be unique and far surpasses our goal of 50% top-2 box (domestic –
70% vs. Toronto – 67%), indicative of a novel product.
UNIQUENESS OF WATERMELON BREAD PRODUCT
Top-2 Box
Extremely different
Very different
Somewhat different
Bottom-2 Box
Not very different
Not at all different
Don’t know
BASE
Domestic
2006
%
(a)
70
37
33
19
7
3
4
5
(3128)
Toronto
2006
%
(b)
67
33
34
16
10 a
5a
5
7
(253)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
Q.35b. Which of the following statements best describes how different you think this product is? Would you
say it is…?
95
BELIEVABILITY OF WATERMELON BREAD PRODUCT

On the other hand, the concept is not considered believable, with only about 2 in
10 playing back top-2 box ratings for this key measure (domestic – 22% vs.
Toronto – 25%), while two-fifths are “on the fence” – feeling that it’s “somewhat
believable” (domestic – 45% vs. Toronto – 40%) and nearly 3 in 10 in the bottom
2-box (domestic – 27% vs. Toronto – 29%).
BELIEVABILITY OF WATERMELON BREAD PRODUCT
Top-2 Box
Completely believable
Very believable
Somewhat believable
Bottom-2 Box
Not very believable
Not at all believable
Don’t know
BASE
Domestic
2006
%
Toronto
2006
%
22
6
16
45
27
14
13
5
(3128)
25
8
17
40
29
13
16
7
(253)
Base: Total respondents
Q.35c. Which of the following statements best describes how believable you feel the claims made about
this product are? Would you say they are…?
96
RANKING NEW PRODUCT CONCEPTS – MEAN AVERAGE

When asked to rank the new product concepts from their favorite to least favorite,
the respondents were most positive toward “watermelon juice” – especially those
in Toronto (domestic – 2.11 mean vs. Toronto – 1.72 mean), with the “yogurt”
and “sorbet” concepts the next highest interest.
o Not surprising, “watermelon bread” is considered to be the least appealing
concept among the respondents – both in the U.S. and Toronto.
RANKING NEW PRODUCT CONCEPTS – MEAN
Watermelon juice
Watermelon yogurt
Watermelon sorbet
Watermelon bread
BASE
Domestic
2006
%
(a)
2.11
2.26
2.20 b
3.42 b
(3128)
Toronto
2006
%
(b)
1.72 a
2.18
2.50
3.60
(253)
Base: Total respondents
a-b-Significantly different at the 95% confidence level
Q.37. I’d now like you to rank the new product ideas that I just read to you from the one you prefer the most to
the one you prefer the least. The new product idea that you prefer the most should be ranked a “1”, second most a
“2”, etc. How would you rank (INSERT PRODUCT CONCEPT)? And, how would you rank (INSERT NEXT
PRODUCT CONCEPT)?
97
DEMOGRAPHICS
98

About three-quarters of the respondents are women (74%) and over one-quarter
men (26%).
GENDER
Domestic
2006
%
Male
Female
26
74
(3128)
BASE
Base: Total respondents
Q. Gender
 The average age of the respondents is 50 (50.1 - mean).
AGE
24 or younger
25-29
30-35
36-39
40-45
46-49
50-55
56 and older
Refused
MEAN
BASE
Domestic
2006
%
2
4
7
6
12
7
16
42
4
50.1
(3128)
Base: Total respondents
Q.38a. Which of the following categories include your age?
99

In terms of education, two-fifths of the respondents are college graduates (41%).
EDUCATION
Some high school or less
High school graduate
Some college/AA degree/Trade/Technical school
College graduate (4-year degree)
Post graduate degree (masters or doctorate)
Refused
BASE
Domestic
2006
%
4
21
29
25
16
5
(3128)
Base: Total respondents
Q.38b. What is the highest level of education you have completed?

On average, respondents have 3 people living in their household (3.0 mean)
NUMBER OF PEOPLE LIVING IN HOUSEHOLD
Domestic
2006
%
1
2-3
4 or more
Refused
MEAN
BASE
15
51
28
5
3.0
(3128)
Base: Total respondents
Q.39. Including yourself, how many people live in your household?
100

Better than two-fifths of the consumers reported that they, themselves, eat
watermelon, while “spouse/significant other” (21%) and their “children” were
mentioned at lower levels (19%).
CONSUMPTION OF WATERMELON IN FAMILY
Domestic
2006
%
You
Spouse/significant other
Child
Other
Don’t know
BASE
44
21
19
8
8
(386)
Base: Those who purchased watermelon in past 12 months.
Q.39b. And, who consumes the most watermelon in your family?

On average, households of 2 or more people have about 2 children (under 18)
living at home (domestic – 2.2).
NUMBER OF CHILDREN (UNDER 18) IN HOUSEHOLD
None
1
2-3
4 or more
Refused
MEAN
BASE
Domestic
2006
%
56
17
23
4
1
2.2
(2481)
Base: Those who have at least 2 people living in their household
Q.40. How many children under 18 do you have in your household?
101

Between 2 and 3 people eat watermelon per household (domestic – 2.4).
NUMBER OF PEOPLE IN HOUSEHOLD WHO EAT WATERMELON
Domestic
2006
%
8
20
31
16
12
10
3
2.4
(3128)
Zero
One
Two
Three
Four
Five or more
Don’t know
MEAN
BASE
Base: Total respondents
Q.42. Of those living in your household, how many people eat watermelon?

Nearly 8 in 10 of the respondents are Caucasian (79%),with 7% AfricanAmerican, 4% Hispanic/Latino and 2% Asian.
RACE
Domestic
2006
%
Caucasian (Non-Hispanic)
Asian
African-American
Hispanic/Latino
Other
Refused
BASE
79
2
7
4
1
7
(3128)
Base: Total respondents
Q.43. What is your ethnic background?
102

The average household income is $56,100.
INCOME
Less than $20,000
$20,000 - less than $30,000
$30,000 - less than $40,000
$40,000 - less than $50,000
$50,000 - less than $75,000
$75,000+
Refused
MEAN
BASE
Domestic
2006
%
7
8
9
9
16
23
28
56.1
(3128)
Base: Total respondents
Q.44. Finally, into which of the following categories does your total household income fall before
taxes?
103