GET TO KNOW YOUR WATERMELON CUSTOMER
WATERMELON PURCHASE BEHAVIOR STUDY OF U.S. CONSUMERS
Knowledge is power. And knowing who your watermelon
Regional Results
purchasers are, what form they buy, and what could motivate
them to buy more, gives you the power to ramp up your
watermelon sales.
In 2002, The National Watermelon Promotion Board worked
with Booth Research Services to survey over 2800 U.S.
consumers via telephone. Interviews were conducted with the
primary grocery shopper in the household. Watermelon
purchasers participated in an in-depth survey, while
non-purchasers completed a shorter survey.
We’ve learned that there is room for improvement and growth
in just about every step of the supply chain, from seed
companies to growers, to shippers and brokers to the retailers.
So dig in and take control of your watermelon sales. The first
step is getting to know your watermelon customer.
We’ve used the eight IRI regions to
profile the unique survey results from
different parts of the country. The
following is a breakdown of the regions and
which states they include:
California Region
California
Hawaii
Great Lakes Region
Illinois
Indiana
Michigan
Ohio
Wisconsin
Mid-South Region
Kentucky
Maryland
North Carolina
Tennessee
Virginia
West Virginia
Northeast Region
Connecticut
Delaware
Maine
Massachusetts
New Hampshire
New Jersey
New York
Pennsylvania
Rhode Island
Vermont
PH: 407-657-0261 • FX: 407-657-2213 • www.watermelon.org
Plains Region
Iowa
Kansas
Minnesota
Missouri
Nebraska
North Dakota
South Dakota
South Central Region
Arkansas
Louisiana
Oklahoma
Texas
Southeast Region
Alabama
Florida
Georgia
Mississippi
South Carolina
West Region
Alaska
Arizona
Colorado
Idaho
Montana
Nevada
New Mexico
Oregon
Utah
Washington
Wyoming
1
HAS YOUR HOUSEHOLD PURCHASED WATERMELON IN THE PAST 12 MONTHS?
'01 to '02 Chan
Cut Seeded
HAS YOUR HOUSEHOLD PURCHASED WATERMELON IN THE PAST 12 MONTHS?
Cut Seedless
Whole Seed
Whole Seed
Purchasers
All Waterme
66%
34%
Non-purchasers
0%
10%
20%
30%
40%
50%
60%
70%
Roughly two-thirds of U.S. households have purchased watermelon in the past year. Taste, family and fun are
important reasons why people buy watermelon.REASONS
94% bought
becauseWATERMELON
watermelon tastes good, 71% bought because
FOR BUYING
their family likes it and 51% bought because watermelon (multiple
is fun answers
to eat.okay)
Taste good
94%
Meanwhile health and value are also noted as reasons for buying watermelon with 66% of watermelon purchasers
71%
My family
it
saying they bought because
it’slikes
a healthy
snack, and 50% saying they bought
watermelon because it’s a good value.
It's a healthy snack
66%
PURCHASE LEVEL52%
BY REGION*
For a picnic, party or special occasion
PURCHASE LEVEL51%
BY REGION*
It's fun to eat
80%
It's a good value
50%
70%
There was a special/promotional price
60%
68%
66%
20%
70%
80%
40%
60%
60%
10%
42%
42%
68%
66%
45%
41%
70%
68%
California
40%
68%
67%
66%
61%
I don't like watermelon
50%
Nation
63%
100%
REASONS FOR NOT BUYING WATERMELON
70%
20%
80%
PURCHASE LEVEL BY REGION*
44%
44%
44%
68%
67%
49%
44%
30%
0%
61%
0%
50%
40%
40%
66%
68%
63%
29%
Great Lakes
44%
Mid-South
44%
Northeast
44%
It's too large/too much at one time
Purchasers
Heavy
30% Purchasers
49%
44% Plains
South Central
Southeast
42%
42%
West
41%
45%
19%
20%
Purchase levels are
fairly consistent throughout the
U.S. The South Central region has the highest level of watermelon
Just haven't purchased it
9%
10%
purchasers, while the
Northeast
region
has
the
highest
level
PURCHASE LEVEL BY ETHNICITY
* of heavy watermelon purchasers. The Mid-South region
0%purchasers, while the Southeast region has the lowest level of heavy purchasers.
has
the
lowest
level
of
90%
Nation
California
Great Lakes
Mid-South
Northeast
Plains
South Central
Southeast
6%
It's too expensive
80%
Purchasers
0%
70%
60%
67%
Heavy Purchasers
5%
76%10%
15%
78%
20%
25%
30%
35%
PURCHASE LEVEL BY ETHNICITY*
65%
58%
58%
PURCHASE LEVEL BY ETHNICITY*
50%
40%
90%
44%
30%
80%
20%
70%
10%
60%
0%
50%
Caucasian
Purchasers
45%
78%
76%
67%
65%
58%
58%
African American
40%
Heavy Purchasers
30%
Hispanic
Asian
45%
44%
20%
10%
80%
70%
60%
2
PURCHASE LEVEL BY INCOME*
0%
Caucasian
Purchasers
African American
73%
Heavy Purchasers
Hispanic
Asian
75%
73%
63%
62%
Asian and Hispanic ethnic groups tend to have the highest levels of both purchasers and heavy purchasers.
50%
55%
54%
Meanwhile, Caucasians and African Americans tendPURCHASE
to52%have lower
of purchasers
and heavy purchasers.
LEVELlevels
BY INCOME
49%
*
40%
80%
40%
40%
A heavy purchaser
bought watermelon 2-3 times per month or more in any season, in any form.
* 30%
33%
70%
73%
73%
A purchaser is anyone who bought watermelon in the previous 12 months.
20%
10%
60%
50%
62%
54%
75%
63%
52%
55%
West
Caucasian
Purchasers
African American
Hispanic
Asian
Heavy Purchasers
PURCHASE LEVEL BY INCOME*
PURCHASE LEVEL BY INCOME*
80%
70%
73%
60%
63%
62%
50%
75%
73%
54%
55%
52%
49%
40%
40%
30%
40%
33%
20%
10%
0%
Under $20K
$20K to $30k
Purchasers
$30K to $40k
$40K to $50k
$50K to $75k
Over $75k
Heavy Purchasers
The percentage of watermelon purchasers tends to rise or fall with income level, peaking at a 75% purchase
level for the $75K+ per year income bracket and bottoming out at 54% for the under $20K per year group. The
same holds true for heavy purchasers, where those with lower incomes were least likely to be a heavy purchaser and those with the highest incomes were most likely to be a heavy purchaser.
PURCHASE LEVEL BY NUMBER OF CHILDREN LIVING AT HOME*
PURCHASE LEVEL BY NUMBER OF CHILDREN LIVING AT HOME*
90%
80%
80%
70%
67%
60%
59%
PURCHASE LEVEL BY NUMBER OF CHILDREN59%
LIVING AT HOME*
50%
49%
90%
40%
43%
80%
30%
80%
70%
20%
77%
71%
67%
60%
10%
50%
0%
No children
40%
30%
77%
71%
1 49%
child
59%
59%
2-3 children
4 or more children
43%
Purchasers
Heavy Purchasers
The presence 20%
of children in the household clearly has an impact on the decision to buy watermelon. Families
PURCHASE LEVEL BY NUMBER OF PEOPLE IN HOUSEHOLD
10%
with two or more
children are more likely to be purchasers or heavy purchasers of *
watermelon. Those with no
0%90%
children had the lowest No
percentage
of purchasers
amongst2-3their
ranks. 4 or more children
children
1 child
children
80%
70%
Purchasers
Heavy Purchasers
78%
60%
PURCHASE
LEVEL BY NUMBER OF PEOPLE IN HOUSEHOLD*
68%
57%
PURCHASE LEVEL BY NUMBER OF PEOPLE IN HOUSEHOLD
*
50%
49%
90%
40%
43%
80%
30%
30%
70%
20%
78%
68%
60%
10%
57%
50%
0%
1 person
49%
40%
30%
2 to 3 people
4 or more people
43%
Purchasers
Heavy Purchasers
30%
20%
10%
PURCHASE LEVEL BY AGE OF RESPONDENT*
0%
90%
80%
1 person
Purchasers
2 to 3 people
Heavy Purchasers
70%
4 or more people
78%
77%
71%
69%in the grocery cart.
The60%
more people that live in the household,
the more likely it is that watermelon will be
65%
63%
62%
60% people have the strongest tendency to be heavy watermelon purchasers, while sinHouseholds
with
4
or
more
PURCHASE LEVEL
BY AGE OF RESPONDENT*
56%
50%
gle
person households are the least likely to purchase watermelon.
49%
48%
90%
47%
40%
43%
43%
42%
80%
30%
40%
A heavy purchaser bought watermelon 2-3 times 78%
per month or more in any season,
in any form.
77%
* 70%
A20%
purchaser is anyone who bought watermelon in the previous71%
12 months.
69%
60%
10%
50%
0%
62%
65%
63%
60%
56%
3
10%
0%
1 person
Purchasers
2 to 3 people
4 or more people
Heavy Purchasers
PURCHASE LEVEL BY AGE*
PURCHASE LEVEL BY AGE OF RESPONDENT*
90%
80%
78%
70%
60%
69%
65%
62%
63%
60%
50%
40%
77%
71%
56%
49%
48%
43%
43%
47%
42%
40%
30%
20%
10%
0%
24 & younger
Purchasers
25-29
30-35
36-39
40-45
46-49
50-55
56 & older
Heavy Purchasers
Those between 36 and 49 years old are the most likely to be heavy purchasers of watermelon. This is consistent
with the impact of children in the home as this peak age for watermelon purchases is also a core child-raising
period in most families.
PURCHASE LEVEL BY EDUCATION LEVEL*
PURCHASE LEVEL BY EDUCATION LEVEL*
80%
70%
60%
71%
69%
67%
64%
62%
50%
40%
42%
43%
45%
45%
48%
30%
20%
10%
0%
Some High
School
Purchasers
High School
Graduate
Some College
4 Yr. College
Degree
Master's or
Doctorate
Heavy Purchasers
As consumers become more educated, they are also more likely to become heavy purchasers of watermelon.
Those with the lowest levels of education are the least likely to be heavy watermelon purchasers. This trend is
consistent with our findings on income levels which show that those with the highest incomes would be most
likely to be heavy watermelon purchasers. It stands to reason that those with more education would also have
higher income levels and that both factors would have an impact on the frequency of watermelon purchase.
4
* A heavy purchaser bought watermelon 2-3 times per month or more in any season, in any form.
A purchaser is anyone who bought watermelon in the previous 12 months.
0%
Caucasian
Seedless
African American
With seeds
Hispanic
Asian
No preference
PREFERENCE FOR SEEDLESS OR SEEDED WATERMELON BY REGION
NATIONAL AND REGIONAL PREFERENCE FOR SEEDLESS OR SEEDED WATERMELON
70%
60%
60%
50%
40%
30%
56%
52%
47%
47%
47%
43%
PREFERENCE FOR SEEDLESS OR SEEDED WATERMELON BY INCOME
LEVEL
38% 37%
60%
32%
28%
20%
24%
50%
22%
21%
33%
26%
25%
0%
Nation
Seedless
California
30%
With seeds
19%
18%
48%
48%
41%
39% 38%
Great Lakes
Mid-South
34%
Northeast
34%
Plains
34%
South Central
Southeast
West
29%
No preference
20%
21%
20%
46%
40%
26%
57%
22%
18%
10%
44%
38%
36%
25%
23%
25%
23%
20%
20%
18%
Preference for seeded
or seedless watermelon varies across the nation and by demographics. Those from
10%
California show the strongest preference for seedless, while the Southeast and South Central regions show a
slight preference0%
for seeded
watermelon.
Under $20K
$20K to $30k
$30K to $40k
$40K to $50k
$50K to $75k
Over $75k
Seedless
With seeds
No preference
PREFERENCE FOR SEEDLESS OR SEEDED WATERMELON BY ETHNICITY
PREFERENCE FOR SEEDLESS OR SEEDED WATERMELON BY ETHNICITY
60%
57%
56%
50%
49%
47%
40%
30%
32%
30%
20%
28%
25%
24%
21%
20%
10%
11%
0%
Caucasian
Seedless
African American
With seeds
Hispanic
Asian
No preference
Among ethnic groups, Asians and Hispanics have a strong preference for seedless. Meanwhile, African
NATIONAL AND REGIONAL PREFERENCE FOR SEEDLESS OR SEEDED WATERMELON
Americans are the only group to show a preference
for the more traditional seeded watermelon.
70%
60%
60%
PREFERENCE FOR SEEDLESS
OR SEEDED WATERMELON BY INCOME LEVEL
50%
60%
40%
PREFERENCE
47%
30%
28%
21%
41%
10%
39% 38%
20%
18%
Nation
23%
Seedless
24%48%
22%46%
34%
34%
0%
California
Great Lakes
25%
With seeds
25%
48%
No preference
20%
38%
36%
33%
57%
32%
20%
30%
44%
43%
38% 37%
50%
40%
56%
52%
FOR SEEDLESS OR
47%SEEDED WATERMELON BY INCOME LEVEL 47%
26%
22%
20%
21%
18%
34%
Mid-South
Northeast
29%
23%
20%
Plains
South Central
Southeast
25%
18%
10%
0%
Under $20K
Seedless
$20K to $30k
With seeds
$30K to $40k
$40K to $50k
$50K to $75k
Over $75k
No preference
PREFERENCE FOR SEEDLESS OR SEEDED WATERMELON BY ETHNICITY
Across all income levels, there was at least a slight preference for seedless watermelon over seeded. This
60%
preference grows and becomes more pronounced at the highest income levels, with 57% of those earning over
57%
56%
$75K preferring
50% seedless watermelon.
49%
47%
40%
30%
32%
5
PREFERENCE FOR WATERMELON SIZE BY REGION
NATIONAL AND REGIONAL PREFERENCE FOR WATERMELON SIZE
60%
Small, under 10 lbs.
51%
44%
38%
33%
24%
21%
24%
44%
3%
7%
4%
7%
15%
51%
38%
South Central
Southeast
33%
Plains
Small, under 10 lbs.
Medium, 10 to 15 lbs.
3%
8%
5%
6%
45%
24%
17%
20%
22%
47%
7%
5%
19%
24%
8%
4%
Northeast
24%
25%
24%
West
Large, 15 to 20 lbs.
Very large, over 20 lbs.
No preference
Caucasian
24%
21%
4%
7%
44%
38%
33%
4%
7%
3%
7%
West
16%
15%
47%
6%
3%
4% 0%
Hispanic
Asian
PREFERENCE WATERMELON SIZE BY ETHNICITY
24%
21%
18%
50%
10%
Medium, 10 to 15 lbs.
Very large, over 20 lbs.
No preference
Small, under 10 lbs.
56%
17%
Medium, 10 to 15 lbs.
16%
15% SIZE BY INCOME LEVEL
PREFERENCE FOR WATERMELON
7%
African American
4% 0%
Hispanic
29%
42%
28%
Large, 15 to 20 lbs.
6%
3%
48%
Caucasian
47%
8%
43%
Asian
50%
4%
11%
48%
44%
50%
30%
Small, under 10 lbs.
29%
28%
60%
40%
0%
Very large, over 20 lbs.
Large, 15 to 20 lbs.
11%
8%
African American
21%
24%
24%
6%
24%
South Central 56%
Southeast
21%
Plains
Northeast
43%
3%
8%
5%
24%
7%
5%
Mid-South
17%
Large, 15 to 20 lbs.
No preference
15%
17%
20%
22%
19%
8%
4%
29%
7%
4%
30%
25%
24%
12%
4%
4%
44%
0%
Medium,
to 15 lbs.
No10
preference
47%
PREFERENCE WATERMELON SIZE BY ETHNICITY
California
Great Lakes
18%
10%
40%
51%
15%
3%
7%
45%
6%
3%
8%
5%
24%
17%
20%
22%
7%
5%
19%
47%
39%
32%
28%
20%
Nation
50%
56%
PREFERENCE
FOR WATERMELON SIZE BY ETHNICITY
43%
44%
24%
30%
60%
60%
20%
8%
4%
48%
12%
4%
4%
52%
14%
4%
6%
5%
6%
19%
26%
40%
14%
4%
6%
0%
Mid-South
24%
26%
19%
50%
5%
6%
10%
No preference
Across the nation, a medium watermelon is preferred more than any other size offered. This preference
is stronSmall, under 10 lbs.
gest in California and the
Southeast.
Small
watermelon
made
a
good
showing
in
the
Great
Lakes
and
South
Medium, 10 to 15 lbs.
PREFERENCE WATERMELON SIZE BY ETHNICITY
Central
regions. Preference for large watermelon is above the national average in the Mid-South, Northeast,
Large, 15 to 20 lbs.
60%
Small, under
10 lbs.
Plains,
and
West
regions.
Very large,
over 20 lbs.
Nation
California
Great Lakes
Mid-South
Northeast
Plains
South Central
Southeast
West
30%
20%
Very large, over 20 lbs.
NATIONAL AND REGIONAL PREFERENCE FOR WATERMELON SIZE
45%
0%
40%
Great Lakes
32%
30%
10%
50%
48%
California
39%
Nation
12%
4%
4%
52%
14%
4%
6%
5%
6%
40%
0%
25%
32%
24%
26%
19%
45%
50%
10%
20%
60%
Large, 15 to 20 lbs.
NATIONAL AND REGIONAL PREFERENCE FOR WATERMELON SIZE
30%
60%
20%
Medium, 10 to 15 lbs.
45%
39%
40%
47%
45%
48%
52%
50%
Very large, over 20 lbs.
Small, under 10 lbs.
No preference
Medium, 10 to 15 lbs.
Large, 15 to 20 lbs.
42%
50%
3%
6%
15%
3%
6%
26%
30%
Large, 15 to 20 lbs.
26%
50%
3%
6%
42%
$40K to $50k
Small, under 10 lbs.
$50K to $75k
15%
3%
6%
42%
4%
3%
19%
23%
22%
$30K to $40k
48%
5%
21%
5%
48%
6%
7%
42%
$20K to $30k
Under $20K
$30K to $40k
$40K to $50k
Over $75k
Medium, 10 to 15 lbs.
Large, 15 to 20 lbs.
Very large, over 20 lbs.
$50K to $75k
15%
3%
6%
26%
3%
6%
19%
23%
4%
3%
5%
21%
22%
30%
$20K to $30k
5%
21%
6%
7%
0%
20%
25%
23%
24%
Medium, 10 to 15 lbs.
No preference
10%
5%
10%
19%
4%
3%
48%
5%
5%
48%
23%
22%
21%
21%
21%
20%
10%
5%
38%
Under $20K
30%
20%
Asian
large, over 20 lbs.
PREFERENCE
FOR WATERMELON
SIZE
BY INCOME
LEVEL Very
$20K to $30k
$30K to $40k
$40K to $50k
$50K to $75k
Over $75k
No preference
25%
23%
10%
50%
0%
40%
Hispanic
PREFERENCE FOR WATERMELON SIZE BY INCOME LEVEL
24%
20%
60%
African American
30%
Under $20K
30%
42%
38%
40%
0%
20%
25%
10%
5%
Caucasian
6%
7%
50%
10%
23%
24%
38%
40%
Very large,was
over 20
lbs.
24% A medium watermelon
Among
pre20% ethnic groups, preference for size of watermelon didn’t vary greatly.
21%
No preference
18%
ferred
with Asians
showing
the strongest
desire
for
a
medium
watermelon,
Caucasians
display17% FOR
PREFERENCE
WATERMELON
SIZE BY
INCOME
LEVEL
30%by all groups,
16%
15%
10%
ing60%
an above average preference for small
watermelon and11%African-Americans having the strongest preference
8%
20%
7%
6%
Small, under 10 lbs.
4% 0%
4%
3%
for 0%
large watermelons.
Over $75k
Trends for watermelon size preference based on income levels did not bear out any significant findings. For
each income bracket, the preferences hovered fairly close to the national averages and any movement from
those averages did not appear to correlate to changes in income.
6
Watermelon may lower your risk of certain diseases
Watermelon is low in calories
Watermelon is a source of Vitamin B-6
Watermelon is cholesterol free
Watermelon contains lycopene
Watermelon is a source of Vitamins A & C
34%
It's a source of v
It's a sou
85%
24%
74%
22%
55%
0%
10%
20%
30%
40%
50%
60%
Watermelon
is a heart-healthy
53%
HEALTH
AWARENESS
ASfood
A MOTIVATOR TO PURCHASE
70%
80%
90% 100%
%Watermelon
OF CONSUMERS
WHO
WOULD
INFLUENCED
TO BUY MORE 34%
WATERMELON IN THE FUTURE
may lower
your
risk of BE
certain
diseases
HEALTH
AS AAND
MOTIVATOR
PURCHASE
IF THEY
KNEWAWARENESS
IT WAS HEALTHY
GOOD FORTO
THEM
It's a source of v
% of
consumers
who
wouldB-6
be influenced to buy
more watermelon in the future,
24%
Watermelon
is a
source of
Vitamin
if they knew it was healthy and good for them
22%
Watermelon contains lycopene
0%
10%
20%
30%
Non-Purchasers
40%
50%
60%
70%
80%
90% 100%
58%
HEALTH AWARENESS AS A MOTIVATOR TO PURCHASE
% of consumers who would be influenced to buy more watermelon in the future,
if they knew it was healthy and good for them
Purchasers
76%
Non-Purchasers
58%
Total
74%
Purchasers 0%
10%
20%
30%
40%
50%
60%
70%
76%
80%
Consumers tell us that communicating health messages works. 76% of watermelon purchasers say they would
RECIPE/USAGE
IDEAS
AS learning
A MOTIVATOR
be more likely to purchase watermelon
in the future
after
aboutTO
itsPURCHASE
healthfuture,
benefits. Even more excit% of consumers who would be influenced to buy more watermelon in the74%
Total
ing is that over half (58%) of the non-purchasers
would
be
motivated
by
this
knowledge.
if new recipe and usage ideas were made available to them
0%
10%
20%
30%
40%
50%
60%
70%
80%
RECIPE/USAGE IDEAS AS A MOTIVATOR
TO PURCHASE
23%
Non-Purchasers
% OF CONSUMERS WHO WOULD BE INFLUENCED TO BUY MORE WATERMELON IN THE FUTURE
RECIPE/USAGE
A MOTIVATOR
TO PURCHASE
IF NEW RECIPE
AND USAGEIDEAS
IDEAS AS
WERE
MADE AVAILABLE
TO THEM
% of consumers who would be influenced to buy more watermelon in the future,
if new recipe and usage ideas were made available to them
Purchasers
33%
Non-Purchasers
23%
Total
32%
Purchasers 0%
5%
10%
15%
20%
25%
Total
30%
33%
35%
32%
0%
5%
10%
15%
20%
25%
30%
35%
Watermelon offers so many ways to serve up a smile! And consumers are hungry for new ideas about how to
prepare and use watermelon in their everyday menus. 33% of watermelon purchasers and 23% of non-purchasers would be motivated to buy more watermelon if they received new recipe and usage ideas. Send them
to our web site at www.watermelon.org for hundreds of great ways to use watermelon.
7
REASONS FOR PURCHASING WHOLE WATERMELON
REASONS FOR PURCHASING WHOLE WATERMELON
REASONS FOR PURCHASING WHOLE WATERMELON
Right amount
67%
Right
amount
Good
value
REASONS FOR PURCHASING WHOLE WATERMELON
67%
Cut Seeded
Seedless
Cut
'01 to '02 Change
Whole
Seeded
Cut
Seedless
Cut Seeded
Whole Seeded
Seedless
Whole
Cut Seedless
All Watermelon
Whole
Seedless
Whole Seeded
All Watermelon
Whole Seedless
65%
Good
value
Picnic/party
Right
amount
56%
Picnic/party
Convenient
Good value
56%
55%
Convenient
Special
price
Picnic/party
47%
Special
Easy to take
withprice
you
Convenient
47%
46%
Easy to take
with
you
Saw
an
ad
Special
price
Saw
anyou
ad
For
carving
Easy to take
with
16%
65%
67%
65%
55%
56%
All Watermelon
55%
28%
46%
47%
28%
46%
For
carving
Saw
an ad 0%
16%
10%
20% 28% 30%
40%
50%
60%
70%
0%
10%
16%
20%
40%
50%
60%
70%
For carving
30%
0%
10%
20%
30%
40%
50%
60%OR SLICES
70%
REASONS
FOR PURCHASING
WATERMELON
SECTIONS
REASONS FOR
PURCHASING
WATERMELON
SECTIONS
OR
SLICES
REASONS FOR PURCHASING WATERMELON SECTIONS OR SLICES
Right amount
82%
REASONS FOR PURCHASING WATERMELON
SECTIONS
OR SLICES
68%
82%
Looked
fresh
Right
amount
Quick snack
Looked
fresh
Right amount
65%
68%
Convenient
Quick
snack
Looked fresh
65%
68%
48%
Fits in refrigerator
Convenient
Quick snack
Good value
Fits in refrigerator
Convenient
46%
48%
Easy to
cut
Good
value
Fits in refrigerator
45%
46%
48%
37%
Special
price
Easy to
cut
Good value
Picnic/party
Special
price
Easy to cut
29%
Saw an ad
Picnic/party
Special price
21% 29%
Saw an ad 0%
Picnic/party
Saw an ad0%
0%
37%
82%
65%
65%
65%
45%
46%
45%
37%
10% 21%
20%29%30%
40%
50%
60%
70%
80%
90%
10%
40%
50%
60%
70%
80%
90%
20%
21%
30%
10%
20%FOR30%
40%
50%
60%
70% CUBES
80%
90%
REASONS
PURCHASING
WATERMELON
REASONS FOR PURCHASING WATERMELON CUBES
REASONS FOR PURCHASING WATERMELON
79% CUBES
Convenient
REASONS FOR PURCHASING WATERMELON
CUBES
76%
79%
Quick
snack
Convenient
Right
amount
Quick
snack
Convenient
70% 76%
79%
Looked
fresh
Right
amount
Quick snack
70%
54%
Easy to take
withfresh
you
Looked
Right amount
Don't
havewith
to cut
it
Easy
to take
you
Looked fresh
54%
Fits in
refrigerator
Don't
have
to cut it
Easy to take with you
52%
54%
54%
43%
Good value
Fits in refrigerator
Don't have to cut it
Picnic/party
Good value
Fits in refrigerator
36%
Special
price
Picnic/party
Good value
34%
36%
20%
Saw an
ad
Special
price
Picnic/party
Saw an ad
Special price 0%
Saw an ad0%
0%
10%
20%
43%
76%
70%
70%
70%
52%
54%
52%
43%
34%
36%
20%
30%
34%
40%
50%
60%
70%
80%
90%
10% 20%
20%
30%
40%
50%
60%
70%
80%
90%
10%
30%
40%
50%
60%
70%
80%
90%
20%
For all three forms of watermelon, whole, sections or cubes, consumers consistently give some of the same
answers when asked why they chose to purchase that form. “It’s a good value”, “It’s the right amount”, and
“It’s convenient” show up in the top eight reasons for all three forms. In fact, “It’s the right amount” is either
the number one or number three answer across the board.
It’s important to note that many of these consumers had purchased more than one form throughout the season.
This illustrates that consumers decide what’s convenient, what’s the right amount and what’s a good value
based on their current needs.
8
'01 to '02 Change
Cut'02
Seeded
'01 to
Change
Whole watermelon buyers are flexible.
•
•
22% of the summertime whole watermelon buyers, also bought cut watermelon (sections or
cubes) sometime during the summer.
17% of the people who bought whole watermelon at least twice per month in the
summer, also bought cut watermelon (sections or cubes) sometime during the summer.
Cut watermelon buyers are even more flexible!
•
•
•
46% of the summertime cut watermelon buyers (sections or cubes) also bought whole watermelon sometime during the summer.
47% of the people who bought cut watermelon (sections or cubes) at least twice per month in
the summer, also bought whole watermelon sometime during the summer.
39% of consumers who bought cut watermelon (sections or cubes) at least twice per month in
the summer, also bought whole watermelon at least once per month in the summer.
FLEXIBILITY OF OF
BUYERS
BY FORM
FLEXIBILITY
BUYERS
BY FORM
% of buyers
each form
thatTHAT
have purchased
other forms
% OF BUYERS
OF ofEACH
FORM
HAVE PURCHASED
OTHER FORMS
FLEXIBILITY OF BUYERS BY FORM
80%
% of buyers of each form that have purchased other forms
Also buys whole
80%70%
67%
72%
70%60%
60%50%
31%
26%
31%
20%10%
0%
Also buys cubes
53%
40%30%
10% 0%
67%
53%
50%40%
30%20%
Also buys sections
Also buys whole
Also buys cubes
Also buys sections
72%
26%
14%
Whole14%
Watermelon
Buyers
Whole Watermelon
Buyers
Sectioned Watermelon
Buyers
Sectioned Watermelon
Buyers
Cubed Watermelon
Buyers
Cubed Watermelon
Buyers
Buyers of cubed watermelon are far more likely to purchase other forms of watermelon than are
whole or sectioned watermelon buyers.
LIKELIHOOD OF BEING A HEAVY SUMMER PURCHASER
BASED ON PURCHASE HABITS DURING OTHER SEASONS
LIKELIHOOD OF BEING A HEAVY SUMMER PURCHASER
Based on purchase habits during other seasons
LIKELIHOOD OF BEING A HEAVY SUMMER PURCHASER
Based on purchase habits during other seasons
Purchase in the Fall
99%
Purchase in the Fall
Don't purchase in the Fall
Don't purchase in the Fall
Purchase in the Winter
30%
99%
Purchase in the Winter
Don't purchase in the Winter
99%
37%
Don't purchase in the Winter
Purchase in the Spring
37%
Purchase in the Spring
Don't purchase in the Spring
Don't purchase in the Spring
99%
30%
99%
99%
18%
0% 18%
% of fall, winter or spring
purchasers who are heavy
% ofpurchasers
fall, winter
spring
inor
the
summer
purchasers who are heavy
% of fall,
winter
or spring
purchasers
in the
summer
non-purchasers who are
% ofheavy
fall, winter
or spring
purchasers
in the
non-purchasers
who are
summer
heavy purchasers in the
summer
20%
40%
60%
80%
100%
0%
20%
60%
Those who purchase
watermelon,
in any40%
form, once
or more80%
during the100%
fall, winter or spring seasons
have a 99% chance of being a heavy summer purchaser (buying 2 times per month or more during the summer). Those who do not purchase during the fall, winter or spring, are far less likely to
become heavy purchasers in the summer.
9
REASONS FOR NOT PURCHASING WATERMELON IN THE FALL
REASONS FOR
FOR NOT
NOT PURCHASING
PURCHASING WATERMELON
WATERMELON IN
IN THE
THE FALL
FALL
REASONS
Notavailable
available
Not
'01to
to'02
'02Chan
Chan
'01
CutSeeded
Seeded
Cut
CutSeedless
Seedless
Seedles
Cut
23%
23%
WholeSeede
Seed
Whole
WholeSeedl
Seed
Whole
Poortaste
taste
Poor
20%
20%
Tooexpensive
expensive
Too
16%
16%
Toocold
coldoutside
outside
Too
9%
9%
It'saasummer
summerfruit
fruit
It's
9%
9%
0%
0%
AllWaterme
Waterme
Waterm
All
5%
5%
10%
10%
15%
15%
20%
20%
25%
25%
REASONS FOR NOT PURCHASING WATERMELON IN THE WINTER
REASONS FOR
FOR NOT
NOT PURCHASING
PURCHASING WATERMELON
WATERMELON IN
IN THE
THE WINTER
WINTER
REASONS
Notavailable
available
Not
32%
32%
Poortaste
taste
Poor
20%
20%
Tooexpensive
expensive
Too
17%
17%
Toocold
coldoutside
outside
Too
10%
10%
It'saasummer
summerfruit
fruit
It's
0%
0%
9%
9%
5%
5%
10%
10%
15%
15%
20%
20%
25%
25%
30%
30%
35%
35%
REASONS FOR NOT PURCHASING WATERMELON IN THE SPRING
REASONS FOR
FOR NOT
NOT PURCHASING
PURCHASING WATERMELON
WATERMELON IN
IN THE
THE SPRING
SPRING
REASONS
Notavailable
available
Not
28%
28%
Poortaste
taste
Poor
18%
18%
Tooexpensive
expensive
Too
18%
18%
0%
0%
5%
5%
10%
10%
15%
15%
20%
20%
25%
25%
30%
30%
During the fall, winter and spring, the number one reason consumers don’t buy watermelon is
because it’s not available. Now, this may just be their perception. Most retailers across the country
are offering watermelon in some form all year long. So, why aren’t consumers more aware?
Through education and promotion, we can teach consumers that good quality watermelon is available all year long. And with an emphasis on watermelon’s health benefits, we can give them a reason to buy it year-round. What can you do to make it easier for consumers to keep watermelon on
their weekly grocery list throughout the year?
The number three reason why consumers don’t buy watermelon during the fall, winter and spring
seasons is because it’s too expensive. Sometimes communicating watermelon’s value, relative to
other produce items, can help consumers look past the higher ring of a winter watermelon. We suggest using the headline “Fewer cents per smile.”
10