WATERMELON
US CONSUMER STUDY
RETAILER & MEDIA
Prepared by:
Rose Research LLC
November 8, 2011
Page § 1
YOUR LOGO
HEALTH PERCEPTIONS
Page § 2
YOUR LOGO
Health Perceptions – Awareness
A growing segment of the population (about two-fifths) is aware of the health benefits provided
by watermelon.
Awareness of Health Benefits - Summer
70%
65%
62%
64%
60%
63%
Yes
No
56%
50% 50%
50%
40%
44%
38%
36%
35%
37%
30%
20%
10%
0%
2004
2006
Q2a. Are you aware of any health benefits that watermelon provides?
Page § 3
2008
2009
2010
2011
Base: Total Respondents
YOUR LOGO
Health Perceptions – Purchase Intent
Knowing that watermelon is healthy and nutritious makes consumers more likely to purchase it
in the future - - as three-quarters of them feel this way, close to an all-time high.
Purchase Intent Based on Health Benefits - Summer
90%
80%
78%
77%
74%
76%
72%
71%
Yes
70%
No
60%
Don't
know
50%
40%
30%
21%
21%
20%
10%
0%
2%
18%
20%
2008
2009
8%
8%
20%
9%
16%
8%
0%
2004
2006
Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future?
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2010
2011
Base: Total Respondents
YOUR LOGO
Health Perceptions – Purchase Intent (Yes)
Younger watermelon purchasers (under 46) are even more apt to want to purchase
watermelon because it’s healthy and nutritious.
Age
79%
78%
78%
77%
76%
75%
74%
73%
73%
72%
71%
70%
Under 46
Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future?
Page § 5
46+
Base: Total Respondents
YOUR LOGO
Health Perceptions – Specific Awareness
The vast majority know that watermelon is “low in fat” (81%) and “low in calories” (75%).
Knowledge that watermelon is “good for cardiovascular function” and “helping arteries and blood flow
promoting heart health” is lower (nearly half know this) – but growing.
2011
Summer
%
2010
Summer
%
2009
Summer
%
2008
Summer
%
Watermelon is low in fat
81
82
82
84
Watermelon is low in calories
75
76
76
80
Watermelon has vitamins
66
67
61
68
Red Watermelon contains the antioxidant lycopene
57
55
55
49
Watermelon is high in Vitamin C
49
48
45
52
Watermelon consumption is good for cardiovascular function
49
45
34
35
The amino acids in watermelon help maintain arteries and blood
flow promoting heart health
42
36
29
32
Watermelon is high in Vitamin A
32
31
27
29
Watermelon is high in Vitamin B-6
27
23
20
25
(1192)
(1140)
(1408)
(1389)
BASE
Q2c. What health benefits are you aware of that watermelon provides?
Page § 6
Base: Respondents Aware of Watermelon Health Benefits
YOUR LOGO
Health Perceptions – Source of Information
More of the respondents are learning about watermelon health benefits from magazines/newspapers (2011 32% vs. 2010- 27%), while the internet (28%), friends/family (23%), television (18%), nutrition labeling
(16%), books (15%), supermarket/grocery store (13%) and school/classes (10%) were other sources played
back.
2011
Summer
%
2010
Summer
%
2009
Summer
%
2008
Summer
%
2006
Summer
%
2004
Summer
%
Magazines and newspapers
32
27
25
27
36
29
Internet (not via social networking)
28
27
NA
NA
NA
NA
Friends/family
23
25
22
27
9
9
Television
18
15
14
21
4
6
Nutrition labeling
16
12
9
9
5
3
Books
15
13
11
11
9
10
Supermarket/grocery store
13
11
9
11
2
3
School/classes
10
9
9
12
9
10
Doctor/healthcare provider
9
8
5
6
3
3
Internet (via social networking)
6
6
NA
NA
NA
NA
On the actual watermelon
4
4
4
2
-
-
Radio
4
4
2
3
1
*
Weight Watchers
7
3
4
6
-
-
On the watermelon bin
6
3
4
4
-
-
Don‘t know
18
18
20
15
28
33
(1192)
(1140)
(1408)
(1389)
(1220)
(2296)
BASE
Q3. And, do you remember where you learned or read about watermelon health attributes?
Page § 7
Base: Summer Respondents Aware of Watermelon Health Benefits
YOUR LOGO
Health Perceptions – Lycopene Content
Awareness that watermelon also contains more lycopene than any other fresh
produce item continues to climb - - as more than 4 in 10 know this fact.
Watermelon and Lycopene Content - Summer
80%
76%
74%
Yes
70%
62%
59%
60%
58%
53%
47%
50%
41%
40%
30%
No/Don't
know
26%
38%
42%
24%
20%
10%
0%
2004
2006
2008
2009
Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item?
Page § 8
2010
2011
Base: Respondents Who Are Aware Red Watermelon Contains Lycopene
YOUR LOGO
Health Perceptions – Lycopene Content (Yes)
Specifically, those under the age of 46 are significantly more likely to know that watermelon
contains more lycopene than any other fresh product item compared to their counterparts.
Age
50%
48%
48%
46%
44%
41%
42%
40%
38%
36%
Under 46
Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item?
Page § 9
46+
Base: Respondents Who Are Aware Red Watermelon Contains Lycopene
YOUR LOGO
Health Perceptions – Benefits Associated with
Lycopene
Also positive, 3 in 10 say that watermelon is “good for the heart” (29%) and while one-fifth played back that
it “fights/prevents cancer” (20%).
Benefits Associated with Lycopene - Summer
50%
45%
45%
Cancer fighting/
Prevents cancer
40%
35%
30%
Eye health/Good for
vision
29%
Antioxidant/Fights
free radicals
25%
20%
Good for heart/
Cardiovascular health
20%
Good for your health
15%
11%
11%
8%
10%
8%
Prostate health
5%
Nothing/ Don't know
0%
2011
Q2e. And, what benefits do you associate with the antioxidant lycopene? Any others?
Page § 10
Base: Summer Respondents Who Are Aware Red Watermelon Contains Lycopene
YOUR LOGO
Health Perceptions – Heart Healthy
Those who know that watermelon is heart healthy say that they’ll buy more of it in the future –
about four-fifths.
Awareness of Heart Healthy Benefits - Summer
90%
82%
76%
80%
77%
74%
Yes
70%
No
60%
Don't
know
50%
40%
30%
20%
13%
10%
16%
5%
18%
8%
7%
15%
8%
0%
2008
2009
2010
Q4. And, would knowing watermelon is good for your heart make you want to purchase more of it in the future?
Page § 11
2011
Base: Total Respondents
YOUR LOGO
VALUE FOR THE MONEY
Page § 12
YOUR LOGO
Perceived Value for the Money
Watermelon is “a great value for the money” say the consumers and this feeling is growing –
three-fifths of the shoppers feel this way.
Value for the Money - Summer
70%
62%
60%
61%
57%
57%
Much/
Somewhat
better value for
the money
50%
40%
39%
39%
An equal value
for the money
36%
33%
30%
Somewhat/
Much worse
value for the
money
20%
10%
5%
4%
3%
3%
0%
2008
2009
2010
Q7b. Compared to other produce items you’ve purchased this summer, do you think watermelon is…?
Page § 13
2011
Base: Summer Watermelon Purchasers
YOUR LOGO
Perceived Value for the Money
Younger watermelon purchasers (under 46) are more apt to consider watermelon a
good value for the money.
Age
60%
50%
52%
Under 46
46 +
46%
40%
29%
30%
33%
20%
10%
3%
3%
0%
Top-2 Box
Equal value for $
Q7b. Compared to other produce items you’ve purchased this summer, do you think watermelon is…?
Page § 14
Bottom-2 Box
Base: Summer Watermelon Purchasers
YOUR LOGO
PURCHASE BEHAVIOR
Page § 15
YOUR LOGO
Purchase Behavior – Types of Fruit
Watermelon purchasing is high – 7 in 10 of the consumers bought it in the past
year, more than last year.
Types of Fruit Purchased in Past 12 Months - Summer
78%
77%
76%
74%
74%
72%
70%
70%
70%
69%
68%
2002
2004
2006
66%
65%
66%
2008
2009
64%
2010
2011
62%
60%
58%
Watermelon
Q1.
Which of the following fruits have you purchased in the last 12 months?
Page § 16
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Watermelon
Watermelon appeals to everyone – it doesn’t really matter how old you are or how
much money you make – purchasing is high across all population groups.
Aware of Health Attributes
Income
100%
80%
70%
60%
50%
40%
30%
20%
10%
0%
79%
80%
60%
60%
40%
20%
0%
Yes
No
80%
77%
75%
70%
66%
65%
60%
Yes
Q1.
No
$50k - $75k
Age
70%
69%
68%
67%
66%
65%
64%
63%
62%
61%
Which of the following fruits have you purchased in the last 12 months?
Page § 17
62%
Under $50k
Children Under 18 Years OId
$75k or more
Education Level
69%
64%
Under 46
76%
70%
46+
70%
69%
68%
67%
66%
65%
64%
69%
66%
Under College
Grad.
College Grad. +
Base: Total Respondents
YOUR LOGO
Purchase Behavior – Frequency by Type
Watermelon is a frequently bought item in the supermarket – and it is purchased at least once
a month by the majority of the respondents.
Whole
Sections/Slices
2009 Summer
Mini
2010 Summer
47%46%
48%
50%
50%
50%
47%
32%
34%
35%
40%
32% 34%
30%
34%
30%
40%
40%
44%
40%
37%
46%
44%
42%
45%
42%
40%
31%
29%29%
30%
26%
20%
2011 Summer
60%
60%
50%
Cubes
21%
20%
20%
29%
28%
28%
27%
25%
23% 23%
20%
20%
21%
18%
15%
11%
11%
9%
10%
10%
4% 4%
6%
4%
4%
3%
6%
3%
Once a 2-3 times
week or a month
more
Once a
month
Once a
season
Once a
week or
more
2-3 times
a month
Once a
month
Once a
season
Q8a/b/c/d. How often do you buy (whole watermelon/watermelon in sections or slices/watermelon cubes/mini watermelon)
during the summer?
Page § 18
4% 5%
2%
5%
0%
0%
0%
12%
10%
Once a 2-3 times Once a
week or a month month
more
Once a
season
Base: Summer Watermelon Purchasers By Type
YOUR LOGO
Purchase Behavior – Reasons for Purchase
With all of the consumer concerns today about the safety of food products (i.e. listeria, etc.)
watermelon stands out for being considered a safe product – 4 in 10 feel this way.
2011
Summer
%
2011
Import
%
2010
Summer
%
2010
Import
%
2009
Summer
%
2009
Import
%
2008
Summer
%
2008
Import
%
Tastes good/I like to eat it
81
72
79
71
81
74
85
69
It‘s cool/refreshing/juicy
79
56
78
55
78
68
83
57
It‘s in season
71
11
73
5
69
3
74
5
It‘s a good snack
66
67
64
68
64
65
72
67
My family/kids like it
54
46
53
34
53
50
62
55
It looked fresh/appealing
54
53
52
45
52
53
59
57
It‘s healthy and nutritious
56
61
55
61
50
65
56
36
It‘s fun to eat
53
45
50
42
50
41
55
45
It‘s a good value
43
26
43
16
41
12
40
12
For a picnic, party or special occasion
42
19
40
5
40
9
48
7
It is a safe food to eat
40
38
35
50
34
35
40
26
When there is an advertised or promotional price
27
21
29
18
28
15
28
21
It has a lot of vitamins
30
35
27
34
23
38
29
21
It‘s good for my heart
28
34
21
16
17
35
22
14
I saw a large display at the store
16
12
15
8
14
15
19
17
It‘s part of my diet to help me lose weight
14
21
12
24
9
21
14
10
To make a carving
7
10
6
8
6
12
6
2
To use as an ingredient in a recipe
6
14
5
3
6
6
6
-
Given a sample in store
4
10
3
-
2
-
3
7
(2147)
(556)
(1995)
(38)
(2147)
(34)
(1913)
(42)
BASE
Q6a. For which of the following reasons do you buy watermelon during the summer/winter months?
Page § 19
Base: Watermelon Purchasers
YOUR LOGO