watermelon presentation a & u studies (domestic & canada) rose research, llc. november, 2006
TRANSCRIPT
WATERMELON PRESENTATIONA & U Studies (Domestic & Canada)
rose research, llc.
November, 2006
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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
3
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 non-purchasers.
Detailed Findings
5
Fruit Purchased Within the Past 12 Months
77%
95%
79%
37%
80%77%
92%96%
42%
85%
62%
95%
36%
72%72%74%
87%92% 90%95%
66%70%
77%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Bananas Apples Watermelon Cantaloupe Oranges Honeydew
Domestic 2006 Toronto 2006 2004 2002
Household penetration of watermelon continues to grow compared to previous domestic studies.
•Domestic purchasing is slightly lower than Toronto this year.
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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.
80% 77% 78% 77%84%
73%74%73%73% 72%72%74%75%77%80%
72%65% 61%65%
78%
60% 58%64%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
California West Plains SouthCentral
Southeast GreatLakes
Northeast Mid-South
2006 2004 2002
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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.
43%
36%
20%
34%
41%
35%
24%
51%
13%
0%
10%
20%
30%
40%
50%
60%
Greatly Influence Purchase Somewhat Influence Purchase Do Not Influence Purchase At All
Domestic 2006 Toronto 2006 2004
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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
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Preference for Seeded or Seedless Watermelon
60%
18%21%
17%
56%
23% 21%
47%
31%
22%
69%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Seedless Seeded No Preference
Domestic 2006 Toronto 2006 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
%$75K+
%
< College Grad.
%College +
%
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
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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.
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19%19%
43%
59%
99%
35%
52%
72%
99%
19%
39%
61%
99%
99%
64%
36%
0% 20% 40% 60% 80% 100%
Winter
Fall
Spring
Summer
Domestic - 2006
Toronto - 2006
2004
2002
Purchase Penetration by Season
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8%11%
10%
30%
59%
13%
11%
32%
57%
23%
11%
40%
39%
78%
26%
16%
0% 20% 40% 60% 80% 100%
Watermelon Cubes
Mini Watermelon
WatermelonSections/Slices
Whole Watermelon
Winter
Fall
Spring
Summer
Watermelon Cut by Season
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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”
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Most Important Reason for Purchasing Watermelon
MOST IMPORTANT REASON FOR PURCHASING WATERMELON
Domestic2006
%
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
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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.
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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
Domestic2006
Toronto 2006
Domestic2004
Domestic2002
Purchasers%
Non-Purchasers
%Purchasers
%
Non-purchasers
%
Purchasers%
Non-purchasers
%Purchasers
%
Non-purchasers
%
Yes 27 21 42 23 32 20 33 23
Possibly/Not sure
13 12 11 19 14 14 22 17
No 60 66 47 58 54 65 45 60
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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.
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Reasons for Not Purchasing Watermelon – By Season
35%33%32%
36%33%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Watermelon is a summer fruit It's not available
Spring Winter Fall
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Reasons for Not Purchasing Watermelon – By Season
Watermelon is a Summer Fruit
31% 30% 31%
40%
34% 36%
0%5%
10%15%
20%25%
30%35%
40%45%
Spring Winter Fall
Frequent Summer Purchasers Infrequent Summer Purchasers
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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.
•Purchasers are more knowledgeable than non-purchasers.
35%38%
26%
35%
40%
15%
38%41%
29%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Total Purchasers Non-Purchasers
2006 Domestic 2006 Toronto 2004
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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.
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Awareness of Specific Health Benefits
AWARENESS OF SPECIFIC HEALTH BENEFITS (UNAIDED & TOTAL)
Domestic 2006
Toronto 2006
Domestic 2004
Unaided%
Unaided + Aided
%Unaided
%
Unaided + Aided
%Unaided
%
Unaided + Aided
%
Low in fat 7 91 6 82 5 93
Low in calories 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
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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”.
77%
23%17%
78%
21%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No/Don't know
Domestic 2006 Toronto 2006 2004
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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
New Watermelon Product Ideas
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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.
37%43% 44%
21%
57% 59% 59%
31%
0%
10%
20%
30%
40%
50%
60%
70%
Watermelon Juice Watermelon Sorbet Watermelon Yogurt Watermelon Bread
Domestic - 2006
Toronto - 2006
•However, interest in watermelon bread was low in both Toronto and the U.S.
Recommendations
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The National Watermelon Promotion Board should continue to stress its health strategy to consumers - - especially the heart healthy messages recently approved by the USDA.
Recommendations
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.
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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.
Recommendations
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.