WATERMELON PRESENTATION
A & U Studies (Domestic & Canada)
rose research, llc.
November, 2006
Study Purpose
• Understand the dynamics operating in the watermelon category - among purchasers (respondents who have purchased watermelon in the
past 12 months) and non-purchasers.
• Update the attitudes and behavioral practices of consumers since the last
project was conducted in 2004.
• Determine reaction to four new product ideas including - - Watermelon Juice
- Watermelon Sorbet
- Watermelon Bread
- Watermelon Yogurt
2
Methodology
Domestic A & U
A total of 3,128 telephone interviews were conducted during June - August, 2006,
among men and women in the United States, 18 years of age or older, who are the
primary grocery shoppers of their household. Within the sample, 2,400 interviews
were conducted among watermelon purchasers - - who must have purchased
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 states, the South Central, Great Lakes,
Mid-South, Southeast and Northeast.
Canadian A & U
In addition, a total of 253 telephone interviews were conducted during June August, 2006, among men and women in Toronto, Canada, 18 years of age or
older, who are the primary grocery shoppers of their household. Within the
sample, 200 interviews were conducted among watermelon purchasers - - who
must have purchased watermelon (in any form) in the past 12 months, and 53 non3
purchasers.
Detailed Findings
Fruit Purchased Within the Past 12 Months
Household penetration of watermelon continues to grow compared to
previous domestic studies.
• Domestic purchasing is slightly lower than Toronto this year.
100%
90%
96%
95% 90%
95%92%95%
92% 87%
80%
70%
85%
79%
77%
80%
77% 74%
72%77%
72%70%
66%
62%
60%
50%
42%
37% 36%
33%
40%
30%
20%
10%
0%
Bananas
Apples
Watermelon
Domestic 2006
Cantaloupe
Toronto 2006
5
2004
Oranges
2002
Honeydew
Watermelon Purchasers (By Region)
Watermelon purchasing has either increased or remained static in every
region of the country (except the South Central and the Plains states)
compared to previous years.
90%
80% 80%
80%
70%
65%
84%
77%77%
75%78%
74%
73%
73%
65%
78%
74%
60%
77%
72%
64%
58%
60%
72%
61%
73%
72%
57%
50%
40%
30%
20%
10%
0%
California
West
Plains
South
Central
2006
Southeast
2004
6
2002
Great
Lakes
Northeast
Mid-South
Influence of Children on Watermelon Purchasing
Children have a significant impact on watermelon purchasing (both
domestically and in Toronto) - - as about four-fifths of the respondents
mentioned that their children have at least some influence when shopping.
60%
51%
50%
43%
41%
40%
36%
34%
35%
30%
24%
20%
20%
13%
10%
0%
Greatly Influence Purchase
Somewhat Influence Purchase
Domestic 2006
Toronto 2006
7
Do Not Influence Purchase At All
2004
Preference for Seeded or Seedless Watermelon
Seedless watermelon continues to be preferred over watermelon with
seeds - - higher than in both the 2004 and 2002 domestic studies.
• Consumers in Toronto are even more favorable toward seedless
watermelon compared to respondents in the United States.
• In addition, the following subgroups also prefer seedless watermelon:
• More affluent households ($50,000 or higher)
• Younger respondents (less than 46 years old)
• College graduates
8
Preference for Seeded or Seedless Watermelon
80%
69%
70%
60%
60%
56%
47%
50%
40%
31%
30%
23%
18% 17%
20%
21% 22%
21%
15%
10%
0%
Seedless
Seeded
Domestic 2006
Toronto 2006
9
No Preference
2004
2002
Preference for Seeded or Seedless Watermelon
WATERMELON SEED PREFERENCES BY LOCATION, INCOME
AND PRESENCE OF MINOR CHILDREN
Age
Income
Education
<46
%
46+
%
< $50K
%
$50K< $75K
%
I prefer
seedless
watermelon
65
59
54
61
70
58
64
I prefer
watermelon
with seeds
16
20
21
18
15
20
16
I have no
preference
19
22
25
21
16
22
20
10
$75K+
%
< College
Grad.
%
College +
%
Watermelon Cut by Season
Similar to 2004 and 2002, summer is the time watermelon is usually
bought - - with the whole variety most popular throughout the year.
• Incidence of purchasing watermelon (in any form) is higher in Toronto
during the spring, winter and fall seasons.
• Sections/slices are just as popular as the whole variety during the winter.
11
Purchase Penetration by Season
99%
99%
99%
99%
Summer
61%
72%
Spring
59%
64%
39%
52%
Fall
43%
36%
Domestic - 2006
Toronto - 2006
2004
2002
19%
Winter
0%
35%
19%
19%
20%
40%
60%
12
80%
100%
Watermelon Cut by Season
39%
57%
59%
Whole Watermelon
78%
40%
Watermelon
Sections/Slices
Mini Watermelon
32%
30%
26%
11%
11%
10%
16%
Winter
Fall
Spring
Summer
23%
Watermelon Cubes
0%
13%
11%
8%
20%
40%
13
60%
80%
100%
Most Important Reason for
Purchasing Watermelon
“Good taste” is the most important reason for buying watermelon
Followed by “my family/kids like it”,
“it’s healthy/nutritious” and
“it’s cool/refreshing/juicy”
14
Most Important Reason for
Purchasing Watermelon
MOST IMPORTANT REASON FOR PURCHASING WATERMELON
Domestic
2006
%
Tastes good/I like to eat it
43
My family/kids like it
13
It’s healthy and nutritious
12
It’s cool/refreshing/juicy
11
It’s in season
4
It’s a good snack
4
For a picnic, party or special occasion
3
It looked fresh/appealing
2
It’s a good value
2
It’s fun to eat
2
When there is an advertised or promotional price
1
To use as an ingredient in a recipe
1
15
Influence of Recipes, Carvings and
New Ways to Use Watermelon on Purchase Intent
In addition, about 3 in 10 of the respondents mentioned that “new recipes”
or “ways to use it” would motivate them to use watermelon more often - both domestically and in Toronto - - particularly watermelon purchasers.
16
Influence of Recipes, Carvings and
New Ways to Use Watermelon on Purchase Intent
INFLUENCE OF RECIPES, CARVINGS, AND NEW WAYS TO USE WATERMELON ON PURCHASE INTENT
Domestic
2006
Toronto
2006
Purchasers
%
NonPurchasers
%
Yes
27
Possibly/
Not sure
No
Domestic
2004
Purchasers
%
Nonpurchasers
%
21
42
13
12
60
66
Domestic
2002
Purchasers
%
Nonpurchasers
%
Purchasers
%
Nonpurchasers
%
23
32
20
33
23
11
19
14
14
22
17
47
58
54
65
45
60
17
Reasons for Not Purchasing Watermelon
The top two reasons for not purchasing watermelon during the winter,
spring and fall is “lack of availability” and the fact that some consumers
consider it to be a “summer fruit” - - particularly infrequent summer
purchasers.
18
Reasons for Not Purchasing
Watermelon – By Season
45%
40%
35%
36%
35%
32%
33%
33%
30%
30%
25%
20%
15%
10%
5%
0%
Watermelon is a summer fruit
Spring
It's not available
Winter
19
Fall
Reasons for Not Purchasing
Watermelon – By Season
Watermelon is a Summer Fruit
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
40%
34%
31%
30%
Spring
Winter
Frequent Summer Purchasers
36%
31%
Fall
Infrequent Summer Purchasers
20
Awareness of Health Benefits (By Purchaser Status)
Less than 4 in 10 of the consumers (35%) are aware of watermelon health
benefits in both the U.S. and Toronto - - a message which should continue
to be reinforced.
45%
40%
• Purchasers are more knowledgeable than non-purchasers.
38%
35%
38%
40%
41%
35%
35%
29%
30%
26%
25%
20%
15%
15%
10%
5%
0%
Total
Purchasers
2006 Domestic
2006 Toronto
21
Non-Purchasers
2004
Awareness of Specific Health Benefits
Those aware of watermelon health benefits spontaneously played back
that it has “has vitamins (in general)”.
• In total (unaided + aided), the majority of the respondents recalled that
watermelon is - - “low in fat”, “low in calories”, “high in Vitamin C” and
contains “the antioxidant lycopene” - - significantly higher than 2004
domestic findings.
22
Awareness of Specific Health Benefits
AWARENESS OF SPECIFIC HEALTH BENEFITS (UNAIDED & TOTAL)
Domestic
2006
Toronto
2006
Unaided
%
Unaided +
Aided
%
Low in fat
7
Low in calories
Domestic
2004
Unaided
%
Unaided +
Aided
%
Unaided
%
Unaided +
Aided
%
91
6
82
5
93
13
87
7
82
8
87
High in Vitamin C
18
68
18
63
14
67
Red watermelon contains the antioxidant lycopene
10
57
3
36
4
46
High in Vitamin A
5
47
2
48
3
45
High in Vitamin B-6
2
34
-
31
1
27
Has vitamins
28
28
26
26
31
31
Contains vitamins & minerals (net)
15
15
15
15
19
50
Contains water/High water content
14
14
23
23
28
28
Good for you/Healthy
7
7
10
10
12
12
23
Awareness of Watermelon Health Benefits and
Purchase Intent
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”.
90%
80%
77%
83%
78%
70%
60%
50%
40%
30%
23%
17%
20%
10%
0%
Yes
24
Domestic 2006
Toronto 2006
No/Don't know
2004
21%
Awareness of Heart-Healthy Benefits of Watermelon
and Purchase Intent
Knowing that watermelon is “good for your heart” is even more
impactful, as 81% of the respondents indicated that they would be more
apt to buy it if they had this information.
81%
19%
Yes
No/Don't know
25
New Watermelon Product Ideas
Top 2-Box Purchase Interest in New Watermelon Products
(Definitely/Probably Would Buy)
Purchase interest of watermelon juice, watermelon sorbet and watermelon
yogurt all surpassed our purchase interest target of 50% in Toronto, while
falling short in the U.S.
• However, interest in watermelon bread was low in both Toronto and the
U.S.
70%
50%
40%
59%
57%
60%
43%
59%
44%
37%
31%
Domestic - 2006
Toronto - 2006
30%
21%
20%
10%
0%
Watermelon Juice
Watermelon Sorbet
Watermelon Yogurt
27
Watermelon Bread
Recommendations
Recommendations
The National Watermelon Promotion Board should continue to stress its
health strategy to consumers - - especially the heart healthy messages
recently approved by the USDA.
In addition, the NWPB should consider positioning watermelon as a
“year round fruit the whole family can enjoy” in order to increase
consumption during the spring, fall and winter.
29
Recommendations
We would also recommend that the NWPB commission a study to further
investigate the attitudes and behavioral practices of infrequent versus
frequent summer purchasers as a means of determining how to increase
consumption.
Finally, the NWPB should consider conducting a nationwide study in
Canada in order to accurately measure consumer attitudes and behavioral
practices toward watermelon across the various provinces.
30