WATERMELON US CONSUMER STUDY RETAILER & MEDIA

Transcription

1 WATERMELON US CONSUMER STUDY RETAILER & MEDIA Page 1 Prepared by: Rose Research LLC November 8, 2011

2 HEALTH PERCEPTIONS Page 2

3 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 Yes No Q2a. Are you aware of any health benefits that watermelon provides? Page 3 Base: Total Respondents

4 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 Yes No Don't know Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future? Page 4 Base: Total Respondents

5 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 Under Q2b. Does knowing that watermelon is healthy and nutritious make you more likely to purchase watermelon in the future? Base: Total Respondents Page 5

6 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 Watermelon is low in fat Watermelon is low in calories Watermelon has vitamins Red Watermelon contains the antioxidant lycopene Watermelon is high in Vitamin C Watermelon consumption is good for cardiovascular function The amino acids in watermelon help maintain arteries and blood flow promoting heart health Watermelon is high in Vitamin A Watermelon is high in Vitamin B BASE (1192) (1140) (1408) (1389) Q2c. What health benefits are you aware of that watermelon provides? Page 6 Base: Respondents Aware of Watermelon Health Benefits

7 Health Perceptions Source of Information More of the respondents are learning about watermelon health benefits from magazines/newspapers ( vs ), 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 Magazines and newspapers Internet (not via social networking) NA NA NA NA Friends/family Television Nutrition labeling Books Supermarket/grocery store School/classes Doctor/healthcare provider Internet (via social networking) 6 6 NA NA NA NA On the actual watermelon Radio * Weight Watchers On the watermelon bin Don t know BASE (1192) (1140) (1408) (1389) (1220) (2296) Q3. And, do you remember where you learned or read about watermelon health attributes? Base: Respondents Aware of Watermelon Health Benefits Page 7

8 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 Yes No/Don't know Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item? Base: Respondents Who Are Aware Red Watermelon Contains Lycopene Page 8

9 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 Under Q2d. Are you aware that watermelon contains more lycopene than any other fresh produce item? Base: Respondents Who Are Aware Red Watermelon Contains Lycopene Page 9

10 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 Good for heart/ Cardiovascular health Cancer fighting/ Prevents cancer Eye health/good for vision Antioxidant/Fights free radicals Good for your health Prostate health Nothing/ Don't know Q2e. And, what benefits do you associate with the antioxidant lycopene? Any others? Page 10 Base: Respondents Who Are Aware Red Watermelon Contains Lycopene

11 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 Yes No Don't know Q4. And, would knowing watermelon is good for your heart make you want to purchase more of it in the future? Base: Total Respondents Page 11

12 VALUE FOR THE MONEY Page 12

13 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 Much/ Somewhat better value for the money An equal value for the money Somewhat/ Much worse value for the money Q7b. Compared to other produce items you ve purchased this summer, do you think watermelon is? Page 13 Base: Watermelon Purchasers

14 Perceived Value for the Money Younger watermelon purchasers (under 46) are more apt to consider watermelon a good value for the money. Age Under Top-2 Box Equal value for $ Bottom-2 Box Q7b. Compared to other produce items you ve purchased this summer, do you think watermelon is? Page 14 Base: Watermelon Purchasers

15 PURCHASE BEHAVIOR Page 15

16 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 Watermelon Q1. Which of the following fruits have you purchased in the last 12 months? Base: Total Respondents Page 16

17 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 Yes 60 No Under $50k $50k - $75k $75k or more Children Under 18 Years OId Age Education Level Yes 66 No Q1. Which of the following fruits have you purchased in the last 12 months? Under Under College Grad. 69 College Grad. + Base: Total Respondents Page 17

18 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 Mini Cubes Once a week or more times a month Once a month Once a season Once a week or more times a month Once a month Once a season Once a week or more 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 Base: Watermelon Purchasers By Type

19 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 Import Import Import Import Tastes good/i like to eat it It s cool/refreshing/juicy It s in season It s a good snack My family/kids like it It looked fresh/appealing It s healthy and nutritious It s fun to eat It s a good value For a picnic, party or special occasion It is a safe food to eat When there is an advertised or promotional price It has a lot of vitamins It s good for my heart I saw a large display at the store It s part of my diet to help me lose weight To make a carving To use as an ingredient in a recipe Given a sample in store BASE (2147) (556) (1995) (38) (2147) (34) (1913) (42) Q6a. For which of the following reasons do you buy watermelon during the summer/winter months? Page 19 Base: Watermelon Purchasers