Melon Summary Report Winter&Summer · representation of empty nesters in high too. What about those that do not buy or eat? Interestingly, SINKS/DINKS (who actually have an important

Summary Report: Winter Wave

May 2007 V1

Bread & Butter Research & Planning 2 Ridge Street, North Sydney, NSW 2060

(T) 9963 4600, (F) 9929 4499 [email protected]

ABN 81 077 382 739

Project ‘Quest’

2

Contents Page BACKGROUND 3 THE BUSINESS ISSUES 3 RESEARCH AIMS 3 RESEARCH APPROACH 4 EXECUTIVE SUMMARY 6 KEY MARKET FINDINGS 9

A. Who is in the market? 9 B. What does purchasing look like? 12 C. What are they buying? 13 D. What does consumption look like? 15 E. What are they eating? 16

FOCUSING ON PURCHASING 19 A. How has frequency of purchase changed? 19 B. Are active winter and summer

purchasers different? 20 C. What are they buying? 21 D. How much are they buying? 26 E. Understanding the total volume purchased 31 F. Where do they buy melons? 33 G. Looking at price sensitivity 34 H. Why do they buy melons? 42 I. Do they want to buy more melons? 45 J. Quality perceptions 56 K. Other purchasing issues 57

FOCUSING ON CONSUMPTION 65 A. What do they consume at home? 66 B. What about children? 69 C. What about outside the home? 71

KEY QUALITATIVE OUTPUT 73

3

THE BUSINESS ISSUE: The melon industry is seeking to set strategy going forward, primarily in regards to Rockmelon and Seedless Watermelon. Learning is also required on other melon varieties, such as Honeydew and certain ‘speciality’ varieties. HAL needs to update existing understanding of the market places, across a range of issues

• General trends in food consumption • Melon consumption habits and consumer attitudes to fruit • The changing role of Watermelon

In short, consumer insights were required to determine what the melon proposition should be to consumers going forward RESEARCH AIMS: The global aim of the research was to understand the consumer perspective of the role of melons in the diet and how these are purchased and consumed. More specifically

• Who actually buys melons? • Are there any issues at point of purchase? • What are the price sensitivities that exist? • Who eats melons? • In what ways are melons consumed and how does this change

by season and demographics? • What knowledge of different varietals is there and how are they

used? • What image do melons have vs different fruit?

4

RESEARCH APPROACH: There are three phases to this piece of research:

This report includes findings from all phases. Phase 1 2 x 2 hour discussion groups were conducted in Carlingford, Sydney. All were mums who were main grocery shoppers. All rejecters of the impact of advertising were screened out.

Group 1 Medium – low consumers

(once a month or less often) Blue-Grey Collar

Aged 35-55 Children over 11 years living at home

Group 2 Medium – high consumers

(once a month or more often) Grey-White Collar

Aged 20-35 Children under 11 years living at home

Groups were conducted in mid-August 2006

Phase 1: Qualitative Group Discussions Focusing on consumption, purchasing

and attitudes towards melons

Phase 2: Quantitative Winter Research A Usage & Attitudes study to quantify purchasing and consumption

behaviour, profiles and attitudes

Phase 3: Quantitative Summer Research The same questionnaire as the winter phase was used with a matched

sample to identify seasonal differences

5

Phase 2 and Phase 3 The findings from the qualitative group discussions were used to develop a quantitative on-line questionnaire. The winter fieldwork took place in late September 2006 (18th - 27th), while the summer fieldwork took place in late March 2007 (19th – 29th). The on-line questionnaire link was sent out to a nationally representative ABS matched sample on each wave and 599 interviews were completed in winter and 601 in summer. All respondents had purchased and / or consumed any melons varieties in the last 12 months. Basic demographic data was also collected for non-purchasers and non-consumers to allow us to determine incidence levels and profile purchasers/consumers vs. non purchasers/ consumers

6

EXECUTIVE SUMMARY Within the body of the report we provide specific findings for all the major melon varietals, and while there are notable differences to be found between them the global issues would appear to be relevant to all of them. Thus overall it would appear clear from this research that there are a range of opportunities for the melon industry as a whole. In summer it is obvious that melon sales rise, no research is needed to know this. However, what the research does show is how this increase in sales comes about. There are a number of factors: - First, it would appear that around 20% of those that buy melons

at all are dormant in the winter months. Thus, in the summer circa 20% more melon buyers are active. This equates to circa 13%-15% of the population

The first clear opportunity for the melon industry is therefore how to keep this sizeable audience buying in the off peak seasons. There appear to be two primary barriers to doing so (although there are other contributory issues). These are price and saliency, simply not thinking about melons.

- Second, not only are there more melon buyers, but those that buy in the summer: - Buy more frequently. This without melon purchase ever

becoming an automatic every time purchase.

Melon purchase is dominated by the main grocery shop at supermarkets and impacts little top up shopping. This indicates that melons, even, in summer stop short of becoming a staple purchase such as bread, and milk. There has to be an opportunity to convert already higher frequency into every time, automatic purchase ie make melons a staple

- Buy more fruit when they do so. The average numbers of

fruit per melon buyer in the winter is 1.1 per week, increasing to 1.5 fruits in the summer.

Interestingly, SINKS/DINKS exhibit the highest rate of purchase in summer 1.7 per week, followed by families with 1.6 per week. This said, it is amongst families that the greatest increase in the rate of fruit purchase occurs by life stage moving from 1.0 p/w to 1.6 p/w. The range of varietals increases also. In Summer across three months those buying bought 2.3 varietals, with this dropping to 1.6 in winter.

7

Interestingly, it does not appear that capacity, even in summer, has been reached. When asked 33% for Honeydew, 39% for Rockmelon and 42% for Seedless Watermelon claimed that “I would like to buy more, but don’t for a number of reasons”. In terms of who buys what, the profile of melon purchase is highly population representative, and this does not overly change between winter and summer. That said, we should recognise the importance of SINKS/DINKS in the buying population should not be underestimated. Neither too, should the contribution to sales of empty nesters, which from research for other produce is high for melons relative to produce such as avocados and bananas. What are the key issues, and potential actions, for the industry? The barriers to purchase, particularly in winter, are dominated by three elements: - Price - Saliency - Physical issues: Carrying the fruit, storage in the fridge etc. Pricing, can we do something about this…Yes: Price is a key barrier to purchase in winter for all varietals (Seedless Watermelon 33%, Rockmelon 31% and Honeydew 28%). However, whilst we only have price sensitivity data for half & whole Rockmelon and Seedless Watermelon what it indicates in highly interesting. In short, the pricing data indicates that whilst the price paid buy respondents in winter was at the top of the acceptable range. That the price paid in summer was at the bottom, or below, the acceptable range. This means that, it might well be possible to increase prices in the summer without overly impacting sales. What’s more, if this could be achieved, that a proportion of this gain could be used to make prices cheaper in winter and therefore help stimulate sales. If we did not wish to subsidise sales in winter the research would still support the view that marginal price increases could be achieved without causing a negative reaction in the market. Saliency, can we do something about this…Yes: A key issue impacting sales in winter was consumers simply not thinking about melons (25% Seedless Watermelon, 19% for Rockmelon, 23% for Honeydew). An implication of high involvement in the summer months, combined with low saliency in the winter months, might be that we should be directing our marketing activity to the winter months to stimulate saliency. The logic being that melons in summer, at least in the short term, require relatively less support.

8

If we do expend resource in the summer months we would suggest that this be focused on attempting to make melon a staple automatic every time purchase at main grocery shop, with an increase also at top up shops. Physical Issues, can we do something about this...Possibly: These issues are particularly live with Seedless Watermelon (and we would assume Seeded), but also apply although to a lesser extent with other varietals. Particularly in summer, when the other factors of Price and Saliency decline, the physical characteristics of the melon varietals start to come into play. Primarily these relate to not having space to store them and fruit going off too quickly (which might have much to do with competition for space in the fridge), and a general dislike in regard to being heavy. It is clear from the research that consumers ideally want a range of portion sizes to be available at point of sale, and given the dominance of supermarket purchase at main grocery shop, every effort should be made to press this point with the major outlets. The remainder of this report details findings by the various melon varietals.

9

KEY MARKET FINDINGS Who is in the market?

The proportion of the population who had bought or eaten melons in the last 12 months had hardly changed from the winter to the summer waves. This suggests that the active market (last 12 month purchasers or eaters) was of a consistent size between October 2005 – September 2006 and April 2006-March 2007.

10

Purchasing & Consumption of melonsin the last year amongst total population

Base: Total asked screening questions (Winter: 897 , Summer: 909). No significant differences (at 95% level) between waves.

66

34

67

33

Winter '06 Summer '07

Purchase & / or eaten in L12M Not purchased or eaten in L12M

10

The life stage and household income profile of the “active market” (bought/eaten in last 12 months) and the non-buyers/eaters is similar between the two waves. Amongst the active market: Whilst it is to be expected that a high proportion of melon purchasers in winter and summer are those with families, the proportion of SINKS/DINKS is as high, and in summer a little higher. In comparison to other work we have done in the fruit industry the representation of empty nesters in high too. What about those that do not buy or eat? Interestingly, SINKS/DINKS (who actually have an important group once converted) feature strongly in terms of non-buyers. So too do lower income families which gives support to later findings indicating that price is a key barrier to purchase especially in winter.

11

39 42

19

49 514639

15

66

34

SINKS/ DINKS

Families Empty Nesters <40K HHincome

>40K HHincome

L12 monthmelonpurchasers /consumers

Nonpurchasers /consumers

Demographic profile of ‘Active Market’vs Non purchasers / consumers amongst total population

Base: Total asked screening questions (Winter: 897 , Summer: 909) vs Total Sample (Winter: 599, Summer: 601).No significant differences (at 95% level) between waves.

40 37

22

49 5149

32

19

72

28

SINKS/ DINKS

Families Empty Nesters <40K HH income >40K HH income

WINTER ‘06

SUMMER ‘07

11

The geographical profile of the active market is also similar between the two waves, although there was a drop in the summer sample amongst those living in Victoria. Overall, the size and nature of the active market was consistent across the two waves. There was no change in the number or nature of last 12 month purchaser / consumers of melons in the six months that separate the two waves.

12

Demographic profile of ‘Active Market’vs Non purchasers / consumers amongst total population

34

1925 22

5545

2416

36

23

49 51

NSW QLD VIC Elsewhere State capital Regional

L12 month melonpurchasers / consumers

Non purchasers /consumers

34

1925 22

56

44

2921 17

33

5446

NSW QLD VIC Elsewhere State capital Regional

WINTER ‘06

SUMMER ‘07

Base: Total asked screening questions (Winter: 897 , Summer: 909) vs Total Sample (Winter: 599, Summer: 601).Significant differences (at 95% level) between waves shown in red.

12

What does purchasing look like?

Focusing specifically on purchasing first of all: • The proportion of the population who have bought melons in the last three

months had increased from winter to summer. In winter, circa half (49%) claimed to have bought melons in the last three months, while in summer this rose to nearly two thirds (61%). An increase in the market at a total level of circa 12%

• A similar pattern is seen when considering last month and last week

purchasing of melons. In fact, it is amongst those that had bought in the last week that the highest market increase was found at 15%.

Therefore, while the size of the overall ‘active market’ (those that had bought in the last 12 months) has remained consistent across the two waves, the proportion buying most recently (last 3 months, last month and last week) has increased. This a larger proportion of the population had bought melons during summer (L3M from March) than during winter (L3M from September), somewhere between 13 % and 15%.

13

Incidence of those purchasing melons (any type) by time periods amongst total population

In last 12 months (L12M)

Last 3 months (L3M)

Last month (L1M)

Last week

Winter '06 65% 49% 41% 24%

Summer '07 64% 61% 54% 39%

Purchased…(among adult population)

Base: Total asked screening questions (Winter: 897 , Summer: 909). Significant differences (at 95% level) between waves shown in red.

13

What are they buying?

The proportion of the population recently purchasing each of the top four melon varieties within the last three months had significantly increased from winter to summer. The largest increase was seen for Seedless Watermelon which had risen from only 23% buying it over the 3 months of winter to 41% buying it over 3 months in summer. Recent Rockmelon purchase also saw significant increases 22% having bought in the last week in the summer, up from 16% in the winter research. Although the proportion recently purchasing Honeydew Green Flesh remains relatively low in the summer (vs. Rockmelon and Watermelon) at 15% in the last three months, this has actually nearly doubled since winter (8%). The proportions buying the less popular varieties have remained fairly consistent across winter and summer waves. Therefore, the overall increase in the proportion of the population that are purchasing melons in the last three months appears to be driven by a combination of purchase of the top varieties, rather than one single variety.

14

Incidence of melon variety purchasingby amongst total adult population

39

24

23

8

4

1

30

14

16

5

3

1

16

7

8

2

1

<1

Rockmelon /Canteloupe

Watermelon(SEEDED)

SeedlessWatermelon

Honeydew GreenFlesh

Honeydew OrangeFlesh

Honeydew WhiteFlesh

% Melons bought in L3M

% Melons bought in last month% Melons bought in last week

N.B. Purchasing of Hami, Galia and Charentis is <2% in last 3 months

47

38

41

15

4

2

37

27

31

9

3

1

22

11

18

3

1

<1

Base: Total asked screening questions (Winter: 897 , Summer: 909).Significant differences (at 95% level) between waves shown in red

WINTER ‘06 SUMMER ‘07

14

In fact we can also look at this data in terms of the ratio of the increase from winter to summer….

This shows that the biggest proportional increase is for Honeydew Green Flesh, albeit from a lower base, followed by Watermelon (seedless then seeded). In comparison, the increase incidence of Rockmelon in summer is relatively low (despite the fact that it continues to have the highest actual incidence of all varieties). This is a result of its relatively strong winter purchasing. Thus in terms of seasonality:

- Honeydew green is the most extreme - Followed by Watermelon - With Rockmelon the least seasonally variable relative to the

others

15

Ratio of increase between winter and summer ofincidence of melon variety L3M purchasingamongst total population

121%

158%

178%

100%

188%

150%


Watermelon(SEEDED)

SeedlessWatermelon

Honeydew GreenFlesh


Honeydew WhiteFlesh

Base: Total asked screening questions (Winter: 897 , Summer: 909)

SUMMER CONSUMPTION HIGHERWINTER CONSUMPTION HIGHER

15

What does consumption look like?

The changes in in-home consumption across the two waves are very consistent with the changes in purchasing. There is no change in the proportions eating melons at home over the past 12 months between the winter and summer waves, but there is an increase in the proportion who were eating in the last three months, last month and last week in the summer wave. Interestingly out-of-home consumption of melons appears to be less seasonal than in-home consumption. The proportion consuming out-of-home over summer (L3M) has only risen very slightly vs winter (39% vs 36%).

16

Incidence of those eating Melons (any type) by time periods amongst total population

In last 12 months (L12M)

Last 3 months (L3M)

Last month (L1M)

Last week

Winter '06 65% 54% 41% 25%

Summer '07 65% 62% 54% 38%

Consumed at home …(among adult population)

Winter '06 49% 36% 28% 15%

Summer '07 47% 39% 30% 19%

Consumed out of home …(among adult population

Base: Total asked screening questions (Winter: 897 , Summer: 909).Significant differences (at 95% level) between waves shown in red

16

What are they eating?

Recent in-home consumption (L3M or more often) of both Seeded and Seedless Watermelon had increased by similar amounts in the summer wave vs winter. Interestingly the proportion who had consumed Rockmelon in the last three months has only seen a marginal increase from winter to summer (42% up to 46%). Therefore, whereas Rockmelon was clearly the most popular variety in the winter wave (i.e. consumed with high frequency by the largest proportion of the population), in summer Rockmelon is competing for the top spot with both Seeded and Seedless Watermelon. It appears that consumption of Seeded and Seedless Watermelon is more seasonal than consumption of Rockmelon. Again, consumption of the less popular varieties has generally remained consistent across the two waves

17

Incidence of melon variety consumptionat home by amongst total adult population

42

28

27

12

5

2

31

15

17

7

2

1

18

6

10

3

1

0.5


Watermelon(SEEDED)

SeedlessWatermelon

HoneydewGreen Flesh

HoneydewOrange Flesh

Honeydew WhiteFlesh

Melons eaten in L3MMelons eaten in last monthMelons eaten in last week

Base: Total asked screening questions (Winter: 879 , Summer:909)Significant differences (at 95% level) between waves shown in red

46

42

41

19

6

6

36

28

32

11

3

2

23

14

18

4

1

1


N.B. Purchasing of Hami, Galia and Charentis is <2% in last 3 months

17

18

25

18

19

9

3

1

19

12

13

6

2

1

9

6

6

2

1

0.5


Watermelon(SEEDED)

SeedlessWatermelon

Honeydew GreenFlesh


Honeydew WhiteFlesh

Incidence of melon variety consumption outside of home by amongst total adult population

Consumption of Hami, Galia and Charentis is <1% in last 3 months

28

23

22

11

3

2

20

15

14

7

1

1

12

8

8

4

1

1

Melons eaten in L3M

Melons eaten in last month

Melons eaten in last week


Base: Total asked screening questions (Winter: 879 , Summer:909)Significant differences (at 95% level) between waves shown in red

There have only been slight increases in the proportions consuming each of the melon varieties out of the home over summer (L3M) vs winter. For example, the biggest percentage point increase is seen for Seeded Watermelon which has only risen from 17% to 23%.

This was also clearly demonstrated if we look at the ratios of increase in consumption…

As with purchasing, in-home consumption of Honeydew Green Flesh and both Watermelons has risen by a greater proportion than Rockmelon. Interestingly, the incidence of Honeydew White Flesh has also increased significantly between the waves. While out of home consumption has seen relatively low increases in incidence in the summer wave.

19

Ratio of increase between winter and summer of incidenceof melon variety L3M consumptionamongst total population

110%

150%

152%

120%

112%

121%

122%

122%

100%

150%

158%


Watermelon(SEEDED)

SeedlessWatermelon

Honeydew GreenFlesh


Honeydew WhiteFlesh

At home Out of home

Base: Total asked screening questions (Winter: 897 , Summer: 909)

300%

SUMMER CONSUMPTION HIGHERWINTER CONSUMPTION HIGHER

18

Please note: All remaining charts show figures among the ‘active market’,

i.e. those who have bought and/or eaten any melon in the last 12 months

19

FOCUSING ON PURCHASING How has frequency of purchase changed? The following chart shows the proportions of active purchasers (bought melons in last 12 month) that have bought melons at various frequencies.

30

Incidence of those purchasing melons (any type) by time periods

Last 3 months (L3M)

Last month (L1M)

Last week

Winter '06 76% 62% 36%

Summer '07 96% 85% 55%

Purchased…(among L12M purchasers)

Base: L12M Purchasers (596/597). Significant differences (at 95% level) between waves shown in red

Among these active purchasers, purchasing changed between the winter and summer waves. Firstly, in the summer wave nearly all (96%) of active purchasers have purchased melons in the last three months (i.e. over summer). This shows, perhaps not surprisingly, that those who have purchased at all during the last year are highly likely to have purchased at least once during the summer months. An extra 20% points of the active market purchase during summer (L3M) than during winter. This means that around a fifth of the active market is ‘dormant’ during winter, but becomes active again during summer. A key question has to be how we can maintain market activety amongst this 20% in the winter. Also the proportions buying on a recent basis during summer was higher than during winter: • In the summer wave 85% had purchased a melon in the last month, in the

winter it was only 62% • In the summer wave over half (55%) had purchased a melon in the last

week, in winter it was just over a third. Interestingly, the proportion who purchase melons during winter (L3M – 76%), is in fact lower than the proportion who have purchased them in the last month of summer (85%).

20

Therefore, during the summer months nearly all of the active purchasers are purchasing melons, and had purchased more recently, indicating that buying frequenct should also increase in the summer months. Are the active winter and summer purchasers different? The chart below shows the proportions of various demographic sub-groups that have purchased melons in the last three months.

30

Penetration of buying any melon variety in the last 3 months by demographic subgroups

All differences between waves on this slide are significantly different at the 95% level

78 75 72 70 73 76 73 6878

93 94 92 93 92 94 91 91 95

NSW(203/203)

QLD(115/115)

VIC (150/150)

Elsewhere(131/133)

State capital

(327/334)

Regional(272/267)

Whitecollar

(92/150)

Greycollar

(194/173)

Blue collar(304/269)

74 76 70 74 73 74 75 73 7690 96 93 92 94 90 94 89

96

SINKS/ DINKS

(236/243)

Families(252/224)

EmptyNesters

(111/134)

<40K HHincome

(292/295)

>40K HHincome

(300/306)

18-44(287/241)

45+(312/306)

Male(295/294)

Female(304/307)


Base: Total (Base sizes in brackets for Winter/Summer)

It appears that melon recent purchasing has increased across the board. All demographic sub-groups were more likely to have bought melons over summer than over winter. There are no specific groups of consumers that single handedly drive the increase in melon consumption during summer, it is a broad based increase across the population.

21

What are they buying? The following chart shows the proportions purchasing different melon varietals over various time periods based on the active market (bought in last 12 months).

33

76

59

37

35

12

6

62

45

22

25

8

4

36

25

10

12

3

1

Any


Watermelon(SEEDED)

SeedlessWatermelon

Honeydew GreenFlesh


% Melons bought in L3M% Melons bought in last month% Melons bought in last week

N.B. Purchasing of Honeydew White Flesh, Hami, Galia and Charentis is <2% in last 3 monthsBase: L12M melon purchasers (Winter: 586, Summer: 583)

Incidence of recent melon purchasing by melon type

96

73

59

64

23

7

85

58

43

48

13

4

55

35

17

28

4

1


Significant differences (at 95% level) between waves shown in red

Buyers had bought 1.6 types of melon in the last 3 months in Winter

Buyers had bought 2.3 types of melon in the last 3 months in Winter

Purchasing of the four largest varieties (Rockmelon, Watermelon seeded and seedless and Honeydew Green Flesh) has all increased from winter to summer. Rockmelon remains the most commonly purchased melon variety with nearly three quarters (73%) of all active melon purchasers buying Rockmelon in summer, compared to 59% in winter. However, interestingly it is Seedless Watermelon that had seen the largest level of increase from winter to summer – purchasing in the last week more than doubled from 12% in winter, to 28% in summer, and moved from 25% to 48% in terms of those in the market that had bought in the last month. Importantly the data also shows that the range of varietals bought also increases in summer. The the number of melon varieties bought over the last three months among this audience had risen from average of 1.6 in winter, to 2.3 in summer. Thus, in summer melon purchasers are buying a wider range of melon varieties than in winter, as well as each varietal more recently.

22

Who is buying what? The following charts shows the percentage of demographic sub-group buying each of the varietals.

33

1.6 1.5 1.5 1.6 1.6 1.5 1.3 1.6 1.62.3 2.3 2.4 2.3 2.3 2.4 2.3 2.3 2.4

NSW(200/197)

QLD(112/111)

VIC(146/147)

Elsewhere(128/128)

State capital

(318/323)

Regional(268/260)

Whitecollar

(90/145)

Greycollar

(185/168)


Average number of melon varietals purchased in L3M

Base: Purchased melons in L12M (Winter/Summer base sizes in brackets)

1.6 1.7 1.6 1.3 1.5 1.7 1.6 1.5 1.5 1.62.3 2.2 2.4 2.5 2.4 2.3 2.1

2.5 2.2 2.4

Total SINKS/ DINKS

(229/232)

Families(248/223)

EmptyNesters

(109/128)

<40K HHincome

(286/283)

>40K HHincome

(300/300)

18-44(279/236)

45+(307/347)

Male(287/279)

Female(299/304)


All differences between waves on this slide are significantly different at the 95% level Last three months purchasing of Rockmelon has grown among older, empty nesters in particular. There is a bigger increase in the proportion of low income consumers that purchase in summer vs. winter, compared to higher income sub-groups.

23

35

Incidence of buying Seeded Watermelon in the last 3 months by demographic subgroups

36 3931 36 38 37 36 39 33

58586252556058 6156

SINKS/ DINKS

(236/243)

Families(252/224)

EmptyNesters

(111/134)

<40K HHincome

(292/295)

>40K HHincome

(300/306)

18-44(287/241)

45+(312/306)

Male(295/294)

Female(304/307)


37 31 3343 37 35 31 34 40

55 60 56 63 55 61 55 5166

NSW(203/203)

QLD(115/115)

VIC (150/150)

Elsewhere(131/133)

State capital

(327/334)

Regional(272/267)

Whitecollar

(92/150)

Greycollar

(194/173)


Base: Total (Base sizes in brackets for Winter/Summer)All differences between waves on this slide are significantly different at the 95% level

As with Rockmelon, last three month purchasing of Seeded Watermelon has also increased particularly among older Empty Nesters with low household incomes during the summer.

24

36

Incidence of buying Seedless Watermelon in the last 3 months by demographic subgroups

53

7360 59 63 63 62

54

70

3533284237

2941

2133

SINKS/ DINKS

(236/243)

Families(252/224)

EmptyNesters

(111/134)

<40K HHincome

(292/295)

>40K HHincome

(300/306)

18-44(287/241)

45+(312/306)

Male(295/294)

Female(304/307)


36 33 2938 35 34 37 32 35

64 64 63 56 60 65 6860 61

NSW(203/203)

QLD(115/115)

VIC (150/150)

Elsewhere(131/133)

State capital

(327/334)

Regional(272/267)

Whitecollar

(92/150)

Greycollar

(194/173)


Base: Total (Base sizes in brackets for Winter/Summer)All differences between waves on this slide are significantly different at the 95% level

However, last three month purchasing of Seedless Watermelon has increased in the summer particularly among female purchasers within in white / grey collar families. All demographic subgroups are signficantly more likely to buy both Seeded and Seedless Watermelon during summer than winter. While collar, high income mums are more likely to buy Seedless Watermelon than Seeded. Not surprisingly we will find later that this subgroup are less price sensitive than lower income groups and thus likely to find the higher Seedless price less of a barrier. Also the qualitative phase of research showed a preference for Seedless among mums with young children. Seedless Watermelons are considered less messy and there are no choking / safety concerns because of the absence of seeds.

25

37

59 55 60 57 57 5263

55 6067 69

8273 67

58

8068

75

SINKS/ DINKS

(236/243)

Families(252/224)

EmptyNesters

(111/134)

<40K HHincome

(292/295)

>40K HHincome

(300/306)

18-44(287/241)

45+(312/306)

Male(295/294)

Female(304/307)


60 63 5849 55 61 56 52

6173 67 71 70 68 75

66 70 76

NSW(203/203)

QLD(115/115)

VIC (150/150)

Elsewhere(131/133)

State capital

(327/334)

Regional(272/267)

Whitecollar

(92/150)

Greycollar

(194/173)


Incidence of buying Rockmelon in the last 3 months by demographic subgroups

Base: Total (Base sizes in brackets for Winter/Summer)Significant differences (at 95% level) between waves shown in red

There is a significant increase in summer vs. winter purchasing of Rockmelon among most demographic groups. The exceptions are the young, SINKS/DINKS, white collar and those in Queensland.

38

14 13 10 12 14 10 12 15 1123 22 27

20 25 20 23 23 24

NSW(203/203)

QLD(115/115)

VIC (150/150)

Elsewhere(131/133)

State capital

(327/334)

Regional(272/267)

Whitecollar

(92/150)

Greycollar

(194/173)


Incidence of buying Honeydew Green Flesh in the last 3 months by demographic subgroups

16 10 10 9 15 13 12 11 1321 22 27 23 23 18

26 20 25

SINKS/ DINKS

(236/243)

Families(252/224)

EmptyNesters

(111/134)

<40K HHincome

(292/295)

>40K HHincome

(300/306)

18-44(287/241)

45+(312/306)

Male(295/294)

Female(304/307)


Base: Total (Base sizes in brackets for Winter/Summer)Significant differences (at 95% level) between waves shown in red

For Honeydew Green Flesh increases over summer vs. winter purchasing of Rockmelon are common. Again the exceptions are the young, SINKS/DINKS, those in Queensland and grey collar respondents.

26

How much are they buying? In order to understand volume of melon purchasing we need to consider a number of elements Firstly, there are two key purchasing opportunities • Main grocery shopping • Top up shopping (in between main grocery shops) Within each of these purchasing opportunities we need to use a number of key measures • Frequency of this type of shop • Frequency of buying melon variety when doing this type of shop • Size of melon portion purchased • Number of portions of melon purchased Firstly, let’s look at each of these measures in turn…

43

Frequency of main grocery shop


Base: All who at least partly responsible for grocery shopping 590 587

% %

Every couple of days or more often (+3.5) 7 6

About twice a week (+2) 17 16

About once a week (+1) 52 49

About once every ten days (+0.7) 6 5

About once a fortnight (+0.5) 17 20

About once every three weeks (+0.3) 1 2

About once a month or less often (+0.25) 1 2

Don't know / Can't remember 1 0

Average number of times per week 1.23 1.18

No significant differences (at 95% level) between waves. The frequency of the main grocery shop remains fairly consistent – just over once a week on average.

27

44

Frequency of buying melons as part of a main grocery shop in the last 3 months

Winter '06

Summer '07

Winter '06

Summer '07

Winter '06

Summer '07

Base: L12M purchasers 586 583 586 583 586 583

% % % % % %

Every time 3 5 5 8 7 10

Every 2nd 7 13 8 14 11 18

Every 3rd 6 8 5 10 9 9

Every 4th 5 5 5 5 8 11

More occasionally 11 18 9 17 16 17

Rarely 4 7 3 6 5 5

Never 0 1 0 0 0 1

DK 1 2 0 2 2 2

ROCKMELONSEEDLESS

WATERMELONSEEDED

WATERMELON

Significant differences (at 95% level) between waves shown in red Frequency of purchasing Seedless Watermelon as part of a main grocery shop increased from winter to summer. The significant increases were apparent for frequent purchasing (every 2nd time), but also more occasionally / rarely. A similar patter was apparent, and in fact slightly more pronounced for Seedless Watermelon. Frequency of buying Rockmelon increased on a regular basis (every 2nd time), however unlike the Watermelon varieties there was not an increase in more occasional buying. It is worth noting, that even during summer relatively few are buying melons at every grocery shop – at most 10% buy Rockmelons at every shop.

28

45

Quantity purchased as part of main grocery shop in the last three months

Winter '06

Summer '07

Winter '06

Summer '07

Winter '06

Summer '07


% % % % % %

Quarter 13 21 14 25 2 1

Half 15 19 15 21 21 18

Three quarters 0 1 0 0 0 0

Whole 11 12 7 11 31 41

More than whole 3 4 4 3 9 12

SEEDED WATERMELON

SEEDLESS WATERMELON ROCKMELON

Significant differences (at 95% level) between waves shown in red The quantity bought in summer increases across all varietals. For both Watermelon varieties a larger proportion bought quarter and half portions in summer than in winter. For Rockmelon a greater proportion bought whole fruit in summer than winter. These areas of growth simply appear to represent the predominant portion size in which each variety is bought.

29

46

Frequency of buying melons as part of a top up shop in the last 3 months

Winter '06

Summer '07

Winter '06

Summer '07

Winter '06

Summer '07


% % % % % %

Every time 1 1 2 3 3 3

Every 2nd 2 4 3 5 5 6

Every 3rd 2 4 3 3 3 5

Every 4th 2 3 2 4 4 5

More occasionally 14 17 12 20 20 22

Rarely 12 20 11 20 20 21

Never 3 7 2 4 4 8

DK 1 2 1 1 1 3

SEEDED WATERMELON



Purchasing as part of the Top up Shop is low relative to main grocery shop. We should ask ourselves why melons fail to make this transition. Frequency of purchasing melons as part of a top up shop shows similar patterns to main grocery shopping: - For both Watermelon varieties a larger proportion purchased regularly

(every 3rd time or more often) in summer than winter - Occasion / rare purchasing also increased for both Watermelons - However, the proportions who never bought Seeded Watermelon or

Rockmelon also increased in summer. We hypothesis that this is because a larger proportion are buying more frequently as part of a grocery shop in the summer and consequently have less need to ‘top up’

30

47

Quantity purchased as part of top up shop

Winter '06

Summer '07

Winter '06

Summer '07

Winter '06

Summer '07


% % % % % %

Quarter 15 20 14 25 3 2

Half 12 17 11 17 23 20

Three quarters 0 0 0 0 0 0

Whole 8 11 7 11 28 35

More than whole 3 3 2 3 5 8

SEEDED WATERMELON


Significant differences (at 95% level) between waves shown in red Again, quantities purchased as part of a top up shop show similar trends to the quantities of a main grocery shop:

- There is an increase in those buying quarters and halves of Watermelon varieties

- There is an increase in those buying whole Rockmelons Interestingly, there is also an increase in the proportions buying whole Seedless Watermelons in the summer.

31

Understanding the total volume purchased From all the purchasing data we can calculate the average number of actual fruits bought per week…

50

Aggregated Data: Average number of fruits bought per week among L3M purchasers

1.11.4

1.0 1.0 0.91.2

1.4 1.31.0

1.51.7 1.6

0.9

1.5 1.4 1.5 1.5 1.5

Total SINKS/ DINKS

(165/205)

Families(183/206)

EmptyNesters(77/122)

<40K HHincome

(206/256)

>40K HHincome

(219/277)

Whitecollar

(66/134)

Greycollar

(126/151)



1.2 1.1 1.01.4 1.3

1.01.3 1.0 1.2 1.1

1.71.3 1.4 1.5

1.71.2

1.71.3 1.3

1.7

NSW(150/181)

QLD(84/103)

VIC(101/131)

Elsewhere(90/118)

State capital

(226/293)

Regional(199/240)

18-44(203/208)

45+(222/325)

Male(202/247)

Female(223/286)

Base: L3M purchasers This aggregate volume data shows that the average number of fruits purchased per week has increased from 1.1 in winter to 1.5 in summer. Therefore, in summer not only are there more people buying in the last three months, last month and last week, but they are also buying more fruits on average per person in the summer, than in the winter.

32

Who are the most valuable customers? In order to measure which groups of melon purchasers are most valuable it is important to consider incidence of last 3 month purchasing as well as average number of fruits per week purchased over summer / winter. By taking these two measures in to account the final two columns in the chart below the proportion of fruits accounted for by different subgroups.

51

Who are the most valuable purchasers?

Winter Summer Winter Summer Winter SummerBase: L3M purchasers 586 583 586 583 586 583

% % n fruits n fruits % %

Male 48 47 1.2 1.3 49 40Female 52 53 1.1 1.7 51 60

18-44 48 40 1.3 1.7 53 4745+ 52 60 1.0 1.3 47 53

NSW 35 34 1.2 1.7 36 38QLD 19 19 1.1 1.3 18 16VIC 24 25 1.0 1.4 21 24Elsewhere 21 23 1.4 1.5 26 23

State capital 54 55 1.3 1.7 62 64Regional 45 45 1.0 1.2 38 36

White 15 25 1.4 1.5 19 25Grey 30 28 1.3 1.5 33 28Blue 54 46 1.0 1.5 48 47

SINKS/DINKS 39 39 1.4 1.7 48 45Families 43 39 1.0 1.6 36 42Empty Nesters 18 22 1.0 0.9 15 13

<40K HH income 49 48 1.0 1.5 44 50>40K HH income 51 52 1.2 1.4 56 50

L3M PURCHASERSAVERAGE NUMBER OF

FRUITS PER WEEK

PROPORTIONS OF FRUITS ACCOUNTED FOR BY

SUBGROUPS

Significant differences (at 95% level) between waves (on percentages only) shown in red We can see here that there are some changes between winter & summer. For example, there are certain subgroups who account for a larger proportion of fruits in summer than in winter:

- Females - Those aged over 45 - White collar purchasers - Families - Low income purchasers

However, overall the most important melon purchasing groups (i.e. accounting for largest proportions of fruit purchased on average across waves) are:

- Females - Those in NSW - Those in metro areas - Blue collar purchasers - SINKS / DINKS and families

33

Where do they buy melons?

53

Where melons are bought from

Winter Summer Winter Summer Winter Summer06 07 06 07 06 07

Base: L3m Purchasers who do that type of shop 427 533 412 488 444 558

% % % % % %

Supermarket 69 72 68 69 62 67

Local greengrocers 37 37 38 35 27 26

From a large discount fruit & veg 16 15 14 13 12 9

Direct from the growers markets 11 7 8 7 8 5

From a supermarket / grocers on 1 1 2 <1 1 1

Local convenience shop <1 1 <1 2 1 1

Petrol station <1 <1 <1 0 0 <1

Other 2 4 2 4 2 2

Don't know / Can't remember <1 0 1 1 0 0

GROCERY SHOP TOP UP SHOP LAST

OCCASION

No significant differences (at 95% level) between waves In summer, supermarkets continue to dominate purchasing of melons. Indeed, the locations of melon purchasing are very consistent between summer and winter.

34

Let’s look at Price sensitivity Seedless Watermelon When analysising price sensitivity we have used four measures:

- The price at which they would you consider the melon to be cheap at this time of year

- The price at which they would consider it to be expensive at this time of year

- The price at which they would consider it to be too expensive to the point that you would no longer consider buying it at this time of year

- The price at which they would consider it to be too cheap that you would doubt its quality at this time of year

These four measures can be show as follows:

63

0102030405060708090

100

<20c

40

c60

c80

c$1

.00

$1.2

0$1

.40

$1.6

0$1

.80

$2.0

0$2

.20

$2.4

0$2

.60

$2.8

0$3

.00

$3.2

0$3

.40

$3.6

0$3

.80

$4.0

0$4

.20

$4.4

0$4

.60

$4.8

0$5

.00

$5.2

0$5

.40

$5.6

0$5

.80

$6.0

0>$

6.20

Cheap Expensive Too expensive Too cheap

OPTIMUM PRICE POINT c.$1.20

ACCEPTABLE PRICE RANGE

Summer Price Sensitivity Measure: Seedless Watermelon (per kilo)

Base: 583 (L12M Purchasers of any type of melon)

This chart, for example shows data for Seedless Watermelon in summer.

35

From this chart and an accompanying questions on the price they paid at last melon purchase, we can identify the following findings:

63

Seedless Watermelon: Pricing Overview

Optimum Price point: The price at which the largest proportion of the sample are happy with the price (i.e. would not reject on the basis

of it being either too expensive or two cheap).

Acceptable Price range: The range of prices which is acceptable for the largest proportion of the sample (i.e. they consider the price neither cheap nor expensive within this range)

Average price at which too expensive so that they would no longer consider buying:

$1.7

$1.5-$2.2

$3.7

$1.2

$1.1-$1.9

$3.2

WINTER ‘06

SUMMER ‘07

Average price paid last time $2.2 $0.9

Given the fall in the price paid for Seedless Watermelon in summer it is not surprising that those in the market expect to pay a lower price in summer. The optimum price falls from $1.7 in winter to only $1.2 in summer. The price at which they would consider Seedless Watermelon to be too expensive to buy also falls (from $3.7 to $3.2). Interestingly the average price paid last time in summer is actually below the acceptable price range. While we must be careful using these figures alone, this does suggest that increasing the price a little during summer would have a relatively small effect on purchasing levels. On the converse, the average price paid in winter is right at the top of the acceptable winter range. Could winter purchasing be increased by simply reducing the price to within the acceptable range?

36

66

0

5

10

15

20

25

30

Lessthan$1.00

$1.00-$1.99 $2.00-$2.99 $3.00-$3.99 $4.00-$4.99 $5.00-$5.99 $6.00 ormore

Winter '06 18-44Winter '06 45+Summer '07 18-44Summer '07 45+

Base: 18-44: 279/236, 45+: 307/347 (L12M purchasers of any melon)

Price at which consider Seedless Watermelon too expensive that would not consider buying it

In both winter and summer older purchasers appear to be more price sensitive than younger purchasers. This is show by the fact that the curves for older purchasers (shown in blue here) generally lean more to the left than the right.

68

0

5

10

15

20

25

30

Lessthan$1.00

$1.00-$1.99 $2.00-$2.99 $3.00-$3.99 $4.00-$4.99 $5.00-$5.99 $6.00 ormore

Winter '06 Under $40kWinter '06 Over $40kSummer '07 Under $40kWinter '07 Over $40k

Price at which consider Seedless Watermelon too expensive that would not consider buying it

Base: Under $40k: 286/283, Over $40k: 300/300 (L12M purchasers of any melon) In both winter and summer, low income purchasers are more likely to find Seedless Watermelon too expensive when between $1-2 than high income purchasers.

37

Half Rockmelon Looking at the price sensitivity overview for half Rockmelon…

69

Half Rockmelon: Pricing Overview





$1.7

$1.5-$2.2

$3.6

$1.5

$1.4-$2.0

$3.3

WINTER ‘06

SUMMER ‘07


Here again there is a drop of in the optimum price and the acceptable price range between winter and summer. However, the drop off in prices here appears smaller than for Seedless Watermelon. For example, the optimum price for both Seedless Watermelon (per kilo) and Half Rockmelon was $1.7 in winter, in summer it drops to $1.2 for Seedless Watermelon, but only $1.5 for Half Rockmelon. There appears to be less seasonal price sensitivity for Rockmelons. Optimum and acceptable price ranges only drop slighly during summer. Interestingly their perception is that the actual price paid for half Rockmelons fluctuates just as much between winter and summer as Seedless Watermelon ($2.3 to $1.1 vs $2.2 to $0.9 for Seedless Watermelon) There appears to be less desire to buy Rockmelons at lower prices in summer than in winter, than there is with Watermelons. This may be one of the reasons to explain why purchasing of Rockmelons appears less seasonal than Watermelons. However, again the price currently being paid in summer is below the acceptable range, in winter it is above the acceptable range. It appears that seasonal price variations should be revisited.

38

73

0

5

10

15

20

25

30

35

Lessthan$1.00

$1.00-$1.99 $2.00-$2.99 $3.00-$3.99 $4.00-$4.99 $5.00-$5.99 $6.00 ormore


Price at which consider half Rockmelon too expensive that would not consider buying it

Base: 18-44: 279/236, 45+: 307/347 (L12M purchasers of any melon) In both winter and summer older purchasers consider half Rockmelon too expensive at lower prices than young purchasers.

75

0

5

10

15

20

25

30

Lessthan$1.00

$1.00-$1.99 $2.00-$2.99 $3.00-$3.99 $4.00-$4.99 $5.00-$5.99 $6.00 ormore


Price at which consider half Rockmelon too expensive that would not consider buying it

Base: Under $40k: 286/283, Over $40k: 300/300 (L12M purchasers of any melon) There is also a distinction between acceptable levels of pricing between the two income brackets in both waves. The higher the income, the more disposed they are to paying a higher price.

39

Whole Rockmelon Firstly, let’s look at the price sensitivity overview…

76

Whole Rockmelon: Pricing Overview





$2.2

$2.1-$3.0

$4.4

$2.0

$1.9-$2.70

$3.9

WINTER ‘06

SUMMER ‘07


The changes between price sensitivity for whole Rockmelon between winter and summer are relatively small – for example the optimum price drops from $2.2 to $2.0 only. The acceptable price range also only sees a relatively small drop. However, the price at which they see whole Rockmelon as being too expensive to consider buying falls by 50 cents. Interestingly, for whole Rockmelon the actual price paid in winter falls within the acceptable range, but again for summer it falls below the acceptable range. While a summer price increase could be given further consideration, the winter price appears more optimal.

40

80

0

5

10

15

20

25

30

35

Lessthan$1.00

$1.00-$1.99 $2.00-$2.99 $3.00-$3.99 $4.00-$4.99 $5.00-$5.99 $6.00 ormore


Price at which consider Whole Rockmelon too expensive that would not consider buying it

Base: 18-44: 279/236, 45+: 307/347 (L12M purchasers of any melon)

Older purchasers are more likely to consider a whole Rockmelon too expensive at $4 or less, than younger purchasers in both winter and summer.

41

82

0

5

10

15

20

25

30

35

Lessthan$1.00

$1.00-$1.99 $2.00-$2.99 $3.00-$3.99 $4.00-$4.99 $5.00-$5.99 $6.00 ormore


Price at which consider Whole Rockmelon too expensive that would not consider buying it

Base: Under $40k: 286/283, Over $40k: 300/300 (L12M purchasers of any melon) Lower income purchasers (under $40k) are more price sensitive to the price of whole Rockmelons in both winter and summer than higher income purchasers. An important pricing learning: Consumers price sensitivity is not as seasonal as melon prices themselves. Actual melon prices appear to fluctate more between winter and summer than consumers want:

- Prices in winter are higher than they are prepared to pay - Prices in summer are lower than they are prepared to pay

Is there a possiblity of tempering seasonal price fluctations slighty?

42

Why do they buy melons?

82

Reasons for Purchasing or Eating melon types


Base: All 599 601 599 601 599 601% % % % % %

Taste really delicious 73 68 71 70 44 43

They are good for you 65 62 66 63 48 46

Great when your thirsty 62 64 28 30 21 21

Are a perfect snack when chopped and left in the fridge 60 62 55 58 40 38

Ideal to eat with other fruit 53 55 57 59 46 47

Good for young children 52 51 41 40 28 31

Have a great colour 43 46 48 49 30 32

Have a distinctive flavour 42 45 62 62 47 49

SEEDLESS WATERMELON

ROCKMELON / CANTELOUPE

HONEYDEW GREEN FLESH

No significant differences (at 95% level) between waves

The top reasons for purchasing or eating the different melon varieties vary very little between summer and winter: • ‘Taste really delicious’ remains the top reasons for Seedless Watermelon

and Rockmelon. • For Seedless Watermelon other important drivers are ‘Great when you are

thirsty’, ‘good for you’ and ‘a perfect snack when left in the fridge’ • For Rockmelon other important drivers are ‘good for you’ and ‘have a

distinctive flavour’ • The top reasons for buying Honeydew Green Flesh are because they

‘have a distinctive flavour, ‘Are ideal to eat with other fruit’ and ‘are good for you’. ‘Taste really delicious’ is also an important motivator, but to a lesser extent than Seedless Watermelon and Rockmelon.

43

Further reasons for purchasing melon varieties are shown below…

83

Reasons for Purchasing or Eating melons types


Base: All 599 601 599 601 599 601% % % % % %

As a change from other fruit 40 43 47 45 45 42

Have a lovely texture 38 39 38 45 27 28

They are fun to eat 38 41 28 30 18 20

Are a versatile fruit 37 38 42 42 29 27

Are a great way to get fluids into kids 37 39 20 21 16 15

Are great for decorating a dish / platter 36 36 42 41 36 34

Are an everyday treat 35 38 34 38 21 24

They are good value for money at this time of year 20 40 19 34 11 18None of these 2 2 3 3 14 12

SEEDLESS WATERMELON



Significant differences (at 95% level) between waves shown in red These are again mostly consistent between winter and summer; however there is an important difference: • Value for money becomes increasingly important as a reason for all

varieties during summer than winter • However value for money as a reason for buying / eating is still only

applicable to a minority of respondents in summer (highest for Seedless Watermelon at 40%).

We have found that respondents are aware of the drop in price in the summer, but value for money is still not the top driver to purchase in summer. Further evidence to support a summer price review.

44

84

Awareness of melon’s health benefits


Base: All 599 601 599 601 599 601% % % % % %

They are healthy, because eating fruit generally is healthy 70 68 71 67 67 63They are a good way to hydrate 46 44 28 29 24 23

They are rich in vitamins and minerals, but I don't know which 45 44 48 45 46 41

They are a good source of Fibre 29 27 25 23 19 19They are a good source of Vitamin C 24 26 18 17 12 14They are a good source of Vitamin A 9 9 7 7 5 5They are a good source of Vitamin B 7 8 5 5 4 5They are a good source of Potassium 7 9 5 7 4 5They are a good source of Vitamin E 7 7 5 6 3 5They are a good source of Iron 6 7 5 5 3 3They are a good source of Magnesium 5 6 4 5 4 5Other 2 2 1 1 1 1Nothing at all 15 16 14 17 19 23

SEEDLESS WATERMELON



No significant differences (at 95% level) between waves Interestingly, the relationship between any melon varieties and a specific health claim is rather limited. Most felt melons of any type are ‘healthy, because eating fruit is generally healthy’ (Seedless Watermelon 70%, Rockmelon 71% and Honeydew Green Flesh 67%) and this is confirmed by the high scores for ‘Rich in vitamins and mineral, but don’t know which’. Overall Seedless Watermelon scored higher than the other varietals across ‘Good way to Hydrate’ (44%), “Fibre’ (27%) and as a ‘Source of Vitamin C’. (26%) Perhaps not surprisingly, the awareness of the health benefits of different varieties is consistent across the winter and summer waves.

45

Do they want to buy more melons?

86

Interest in buying more melons that currently do

42 39 33

58 61 67

Seedless Watermelon (489) Rockmelon / Canteloupe (550) Honeydew (409)

Base: (Ever purchased melons)

54 47 37

46 53 63

Seedless Watermelon (494) Rockmelon / Canteloupe (569) Honeydew (425)

WINTER '06

SUMMER '07

I wouldn’t want to buy any more melons that I already doI would like to buy more than I do at this time of year, but don’t for a number of reasonsSignificant differences (at 95% level) between waves shown in red

There was a significant drop in the proportions wanting to buy more melons in summer than in winter. This is not surprising because many are buying more than in winter. However, the fact that anywhere between 33% (Honeydew) and 42% (Seedless) still claim that they would still like to buy more indicates that the current market for melons is not being exploited. Consideration clearly needs to be given to what the barriers are.

46

87

52 5943

57 51 6245 51 56

48 4157

43 49 3855 49 44

SINKS/ DINKS(188)

Families(225)

EmptyNesters

(81)

<40K HHincome(230)

>40K HHincome(229)

18-44(249)

45+ (245) Male (225) Female(269)

Base: Ever bought

Interest in Buying More Seedless WatermelonsBy demographic subgroups (i)

46 4725

42 42 5334 46 38

54 5375

58 58 4766 54 62

SINKS/ DINKS(191)

Families(196)

EmptyNesters

(102)

<40K HHincome(264)

>40K HHincome(260)

18-44(201)

45+ (288) Male (225) Female(265)

WINTER ‘06

SUMMER ‘07

I wouldn’t want to buy any more melons that I already doI would like to buy more than I do at this time of year, but don’t for a number of reasons


Interestingly, there are some variations when we look at Seedless Watermelon by demographic subgroups. For example, across the different life stages:

- SINKS / DINKS and Families still exhibit high propensities to buy more in summer. It appears that saliency is not overcoming the barriers to purchase for these consumers

- Empty Nesters are more likely to say they would like to buy more than they do in winter, than summer. In fact they have the lowest propensity of these life stage groups to want buy more in summer. We would suspect that capacity for this group has been reached.

- In line with this more than half younger purchasers want to buy more in summer, but only a third of older purchasers do.

- Also, the contrast between winter and summer is more distinct for women than men. Women are much less likely to want to buy more than they do in the summer than winter, whereas for men there is only a small difference between the two waves.

47

88

45 44 40 3749

3348 43 38

55 56 60 6751

6752 57 62

NSW QLD VIC Elsewhere State capital

Regional Whitecollar

Greycollar

Blue collar

Interest in Buying More Seedless WatermelonsBy demographic subgroups (ii)

56 49 55 53 57 50 55 56 52

44 51 45 47 43 50 45 44 48

NSW QLD VIC Elsewhere State capital

Regional Whitecollar

Greycollar

Blue collar

I wouldn't want to buy any more melons than I already doI would like to buy more than I do at this time of year, but don't for a number of reasons

WINTER ‘06

SUMMER ‘07

Significant differences (at 95% level) between waves shown in redBase: Ever bought

Those that still would be most likely to want to buy more in summer were in state capital areas, NSW/Qld and White/Grey collar families.

48

89

Reasons for not buying more Seedless Watermelons

Winter Summer06 07

Base: All who personally bought seedless watermelon in the last 12 months 440 446

% %

They are too expensive to buy more regularly 33 19We can't eat any more than we do 26 46I just don't think about them at this time of year 25 10

They don't taste as good 20 11

They go off too quickly 20 26My family don't want to eat them in winter 20 1I have no space to store them 18 26Their texture isn't as good 14 8It doesn't feel right buying them out of season 12 7Their appearance isn't as good 10 6Other comments (all individually under 10%) 24 30

SEEDLESS WATERMELON

Significant differences (at 95% level) between waves shown in red There are significant shifts in the reasons given as barriers to purchase between winter and summer:

- In winter the key barriers were: Firstly, price (33%), followed by saliency (‘Just don’t think of them’ 25%, and ‘My family don’t eat them in winter’ 20%), and a poor taste perception (20%)

- In summer the key barriers were: Capacity (we can’t eat anymore 46%), followed by two issues that might relate to competition for fridge space (Go off too quickly 26% & no place to store 26%)

To increase purchasing during winter a key issue is price, and the other pricing data would back this up. Indeed in summer (when prices are lower) one of the groups that increase their likelihood to buy Rockmelon is the low household income group. However, probably the easiest barrier to overcome is saliency – Watermelons need to be bought more front and centre of the purchaser’s mind. Offering reassurance over the quality of the fruit (taste / texture / appearance) could also increase winter trial, however obviously product delivery would need to be consistent with these claims to be effective in the longer term. In summer, eating capacity is the biggest barrier. Is there an opportunity to highlight to variety of ways that Watermelon can be used? Second to this is storage – can Watermelon be sold in a more storage friendly form?

49

90

Dislikes of Seedless Watermelon

Winter Summer06 07

Base: All 599 601% %

Are messy to eat 32 30Go off too quickly 29 32

Are difficult to store 29 33

Are really heavy to carry 29 28Are expensive 23 20Are best avoided in winter 17 15Can be dry 15 15Are tasteless 10 9Are a hassle to prepare 9 7Are only for kids 3 1Are only for entertaining 2 3None of these 26 23

SEEDLESS WATERMELON

No significant differences (at 95% level) between waves Dislikes of Seedless Watermelon, remain very consistent between the two waves – the biggest dislikes being ‘difficulty to store’, ‘going off too quickly’ and ‘messy’, although ‘Really heavy to carry’ is also in play.

91

50 47 39 49 45 52 42 46 48

50 53 61 51 55 48 58 54 52

SINKS/ DINKS(217)

Families(243)

EmptyNesters

(109)

<40K HHincome(278)

>40K HHincome(291)

18-44(267)

45+(302)

Male(276)

Female(293)

I w ould like to buy more than I do at this time of year, but don't for a number of reasons I w ouldn't w ant to buy any more melons than I already do

Interest in Buying More Rockmelons / CantaloupesBy demographic sub-groups (i)

43 39 32 42 36 39 39 38 39

57 62 68 58 64 61 61 62 61

SINKS/ DINKS(224)

Families(200)

EmptyNesters

(126)

<40K HHincome(269)

>40K HHincome(281)

18-44(213)

45+(337)

Male(266)

Female(284)

WINTER ‘06

SUMMER ‘07

Significant differences (at 95% level) between waves shown in redBase: Ever bought. Whilst the numbers who want to buy more Rockmelon do decline in summer, the desire to do so still remains high. Scores of 43% and 39% for SINKS/DINKS and Families respectively in summer would suggest that there is still an opportunity to sell more. It is also interesting that it is amongst lower income households were there is the greatest desire to want to by more in summer (42%).

50

92

42 40 50 56 49 45 39 51 47

58 60 50 44 51 55 61 49 53

NSW(191)

QLD(111)

VIC (145)Elsewhere(122)

State capital(304)

Regional(265)

Whitecollar (88)

Greycollar(182)

Bl uecollar(291)

I would like to buy more than I do at this time of year, but don't for a number of reasons I wouldn't want to buy any more melons than I already do

Interest in Buying More Rockmelons / CantaloupesBy demographic sub-groups (i)

45 36 33 39 40 37 38 37 39

55 64 67 61 60 63 62 63 61

NSW(185)

QLD(107)

VIC (138)Elsewhere(120)

State capital(302)

Regional(248)

Whitecollar(137)

Greycollar(159)

Bluecollar(247)

WINTER ‘06

SUMMER ‘07

Significant differences (at 95% level) between waves shown in redBase: Ever bought. Interestingly in NSW the proportion who would want to buy any more Rockmelon actually increases slightly from winter to summer and is the highest across any of the states. For all other subgroups this figure drops, particularly for those in Victoria and NT/SA/WA, state capitals and grey collar purchasers.

51

93

Reasons for not buying more Rockmelon

Winter Summer06 07

Base: All who personally bought Rockmelon in last 12 months 531 506% %

They are too expensive to buy more regularly 31 21

We can't eat any more than we do 31 48

They go off too quickly 20 20

I just don't think about them at this time of year 19 10


It doesn't feel right buying them out of season 11 5

My family don't want to eat them in winter 15 1

Their texture isn't as good 8 5

I have no space to store them 9 18

Other comments (all individually under 10%) 36 32


Significant differences (at 95% level) between waves shown in red There are significant shifts in the reasons given as barriers to purchase between winter and summer:

- In winter the key barriers were: Firstly, price (31%), followed by capacity to eat more (31%)

- In summer the key barrier were: Capacity (we can’t eat anymore 48%) and storage space (18%)

To increase purchasing during winter a key issue is price, and the other pricing data would back this up. However even in winter eating capacity is still a barrier for nearly a third so there is a more limited opportunity to increase winter consumption of Rockmelon than Watermelon. Perhaps not surprising since winter consumption of Rockmelon is already higher than Watermelon. In summer, eating capacity is the biggest barrier. Is there an opportunity to highlight to variety of ways that Rockmelon can be used?

52

94

Dislikes of Rockmelon / Canteloupe

Winter Summer06 07

Base: All 599 601% %

Go off too quickly 24 29

Are expensive 22 21


Are best avoided in winter 12 13

Can be dry 12 13

Are messy to eat 8 9

Are a hassle to prepare 8 6

Are really heavy to carry 7 10

Are tasteless 6 7

Are only for entertaining 2 2

Are only for kids 1 1

None of these 44 38


Significant differences (at 95% level) between waves shown in red The two key dislikes regarding Rockmelons were waste (Goes off too quickly 24%, increases to 29% in summer) and cost (21%).

95

43 37 25 38 35 43 32 39 34

57 63 7562 65 57 68 61 66

SINKS/ DINKS(159)

Families(178)

EmptyNesters

(88)

<40K HHincome(202)

>40K HHincome(223)

18-44(195)

45+(230)

Male(203)

Female(222)


Interest in Buying More HoneydewBy demographic subgroups (i)

41 33 2039 38 38 31 37 31

59 6780

61 72 62 69 63 69

SINKS/ DINKS(164)

Families(156)

EmptyNesters

(89)

<40K HHincome(190)

>40K HHincome(219)

18-44(154)

45+(255)

Male(191)

Female(218)

WINTER ‘06

SUMMER ‘07

No significant differences (at 95% level) between waves.Base: Ever bought. It is interesting that interest in buying Honeydew melon is the least seasonally effected and is generally lower than the other varietals. Opportunity would appear to be greatest amongst SINKS/DINKS (43% and 41% would like to buy more than they do in winter and summer respectively).

53

96

35 35 34 44 39 34 32 36 39

65 65 66 56 61 66 68 64 61

NSW(132)

QLD (92) VIC (111) Elsewhere(90)

State capital(236)

Regional(189)

Whitecollar (68)

Greycollar(146)

Blue collar(205)


Interest in Buying More HoneydewBy demographic subgroups (ii)

37 28 31 36 38 29 34 28 36

63 72 69 64 62 71 66 72 64

NSW(136)

QLD (72) VIC (116) Elsewhere(85)

State capital(218)

Regional(191)

Whitecollar(110)

Greycollar(123)

Blue collar(170)

WINTER ‘06

SUMMER ‘07

No significant differences (at 95% level) between waves.Base: Ever bought. The opportunity for Honeydew would also appear greater in the state capitals, and in particular NSW.

54

97

Reasons for not buying more Honeydew

Winter Summer06 07

Base: All who would like to buy more of melon type than they 308 306% %

They are too expensive to buy more regularly 28 23

We can't eat any more than we do 26 40

I just don't think about them at this time of year 23 11


My family don't want to eat them in winter 14 2

They go off too quickly 12 13

It doesn't feel right buying them out of season 10 3

I can't find them in shops 10 9

I have no space to store them 9 13

Other comments (all individually under 10%) 36 33


Significant differences (at 95% level) between waves shown in red Again, there are some significant shifts in the reason given as barriers to purchase between winter and summer:

- In winter the key barriers were: Firstly, price (28%), followed by capacity to eat more (26%), which rises to 40% in the summer. Saliency was also an issue in winter (23%)

- In summer the key barrier were: Capacity (we can’t eat anymore 40%), and although the price barrier reduces it is still in play (23%)

55

98

Dislikes of Honeydew Green Flesh

Winter Summer06 07

Base: All 599 601% %

Are expensive 23 23

Are tasteless 17 18

Can be dry 16 14

Go off too quickly 15 19

Are best avoided in winter 14 10


Are a hassle to prepare 8 6

Are really heavy to carry 6 8

Are messy to eat 5 6

Are only for entertaining 4 6

Are only for kids 1 1

None of these 45 39


No significant differences (at 95% level) between waves. Little changes between winter and summer. Cost (23%), remains the biggest dislike regarding Honeydew, although some also had issues with taste (circa17% ‘tasteless’, and circa 16% ‘can be dry’).

56

Quality perceptions

99

Proportion of those happy with the last melons (any type) that they had bought

Yes93%

No6%

DK1%

Base: 444 / 558 (L3M Purchasers of any melon type)

DK1%

No4%

Yes95%


No significant differences (at 95% level) between waves. It would appear that any taste concerns that are evident as barrier in winter, do not translate through to those that actually buy. There would not appear to be any notable produce quality issues live.

57

Other purchasing issues

101

Reasons for last purchase amongst those that had bought in the last 3 months

Winter Summer06 07

Base: L3M melon purchasers of any melon type 444 558% %

It was an automatic purchase, I always buy them 26 26

I hadn't planned to, but they looked good 24 28

They were at a low price 15 19

I realised that I hadn't bought melons for a while and decided to buy them for a change 13 9

Someone at home asked me to buy melons 11 8

I don't always buy them, but I was planning to make something at home that involves using melons 5 4

I saw advertising / a recipe suggestion in the store / on TV <1 1Other 6 5

L3M MELON PURCHASERS

No significant differences (at 95% level) between waves. It is interesting that both in winter and summer there was a core group for whom purchase was an automatic purchase for certain consumers (26%). In summer in particular, purchase could also be triggered by the visual appeal of fruit in store (28% - they just looked good).

58

102

Checks used to judge good fruit


Base: Ever bought melon type 494 489 569 550 425 409% % % % % %

Yes, I look at the colour of the flesh 53 57 48 39 41 39

Yes, I tap it and listen to the sound 45 50 26 32 27 33

Yes, I smell it 38 33 67 67 49 50

Yes, I press the skin to see how firm it is 35 32 50 51 44 40

Yes, I look at the colour / pattern of the skin 32 42 39 44 30 38

Yes, I press the flesh to see how firm it is 27 22 28 21 23 22

Yes, other 1 4 1 2 1 2

No, I don't check 6 4 5 4 12 9

I don't buy this type of melon 2 1 0 1 4 5

SEEDLESS WATERMELON



Significant differences (at 95% level) between waves shown in red On average buyers appeared to use more than two techniques to check melons at purchase. The multiple methods used to test the fruit might be interpreted as consumers not being quite sure what to do in many instances. However, the checks that are undertaken on the different types of melon do appear to be different. For Seedless Watermelon checks appear to be a combination of checking the ‘Colour of the flesh’ and tapping the fruit to hear the sound. This said, notable numbers also smelt it, claimed to press the skin for firmness and checked the colour of the outer skin. In deed, this last meaasure actually increased in the summer (32% to 42%) whilst other means remained largely the same. Many of the same techniques are used with Rockmelon, however the balance is quite different. For this fruit, testing was dominated by ‘Smell’ and ‘Pressing the skin’. Interestingly, check the flesh either by judging colour or touch decline in summer, presumably as a function of more whole fruit being bought. For Honeydew checking was primarily based upon ‘Smell’, although a number of cues are again used. In summer the look and pattern of the skin increased in importance (30% to 38%). Again presumably due to more whole fruit purchase.

59

103

How easy it is to check melons of different types

Base: 596 /597 (Ever bought any melons)

4050

31

3024

34

20 20

16

9 520

SeedlessWatermelon


Honeydew

Don't know / Can't rememberI know how to check, but it is still difficultI don't know how to checkI know how to check and its easy to do

42 49

28

2621

31

22 21

18

9 822

SeedlessWatermelon


Honeydew


No significant differences (at 95% level) between waves.

A larger proportion feel they are able to identify a quality Rockmelon than other varieties… but even with Rockmelon only half of purchasers know how to check and find this easy to do. This might well explain why so many different types of check are undertaken, since they often don’t know what they are doing. Perhaps unsurprisingly, consumers appear to have most difficulty judging the relatively less well know Honeydew.

60

104

“I don’t want to buy a whole melon. I want to buy it cut so I can see the flesh / seeds”

Base: 596 / 597 (Ever bought any melons)

70

3833

21

69

39 39

22

SeedlessWatermelon


Honeydew None ofthese

SeedlessWatermelon


Honeydew None ofthese

% Agreeing with statement for each melon type


No significant differences (at 95% level) between waves. There does appear to be a desire to have cut fruit of Seedless Watermelon in particular. However, since this is at a much lower level for other varieties we would hypothesise that the desire for cut fruit has less to do with a desire to see the flesh than issues of portability.

61

105

17

48

43

2

58

41

9

2

48

47

8

3

3

Whole

Halves

Quarters / Thirds

Portions of bite sizedcubes, ready to eat

melon

I wouldn't want to buySeedless Watermelon (440/446)Rockmelon / Canteloupe (531/506)Honeydew (308/306)

Base: (L12M Purchasers)

Portion size would ideally like to buy

21

40

48

4

0

60

39

10

3

0

46

46

13

4

2


Overall, the ideal portion size for each of the varietals remains largely the same in winter and summer. The only significant differences being that less halves of Seedless Watermelon were wanted in summer vs. winter. In fact, the sheer size of Seedless Watermelon leads to very clear requirements from consumers. Only 17% in winter and 21% in summer ideally wanted whole fruit, quarters and halves being favourites (48% and 40% respectively). In fact the desire for quarters was well above the level of desire for other varietals. In contrast, for Rockmelon whole fruit were the ideal (60% in summer). Halves were also welcomed (39% in summer), but it is the lack of support for quarter/thirds where the difference to Seedless Watermelon is most evident. The requirements for Honeydew quite closely track those of Rockmelon, confirming that it is the sheer size of Seedless Watermelon that is the differentiating factor.

62

Media

106

Potential sources of information on melons of any type

71

45

36

21

15

8

5

4

4

72

42

35

24

10

8

4

4

3

A website

A grocer / someone in the grocerydepartment

Food magazine

Cards a point of sale

A member of the family

A friend

TV

General women's magazine

Other

Base: 599 / 601 (Total)Significant differences (at 95% level) between waves shown in red

Perhaps unsurprisingly for an on line sample ‘Websites’ were felt to be the most likely place to source information (72%), followed by staff at the point of sale (42%) and food magazines (35%). This said, we should not assume that this means that consumers would be pro-active in going to a melon website to search for information. It may be a logical destination; the issue is to generate a reason for attending.

63

Waste

107

Whether ever have to throw away uneaten melon

Base: 599 /601 (Total)

No45% Yes

55%

No47% Yes

53%


No significant differences (at 95% level) between waves. Just over half have ever had to throw away uneaten melon. Interestingly, this figure does not vary between summer and winter to any notable degree. Is this a function of a limited range of portions being able to consumers so that they over buy, or is it that they lack a repertoire of use?

108

Frequency of throwing away at least part of uneaten melon

Winter Summer06 07

Base: All who throw away uneaten melon 330 320% %

Every melon I buy 12 14

Every other melon I buy 19 23

About one out of every five melons I buy 28 34

About one out of every ten melons I buy 8 8

About one out of every twenty melons I buy 3 2

Less often 15 15

Don't buy this time of year 13 4

TOTAL

No significant differences (at 95% level) between waves.

Frequency of throwing away at least part of the melon is also high. Nearly a third are throwing away some of at least every other melon they buy, this rising to over a third in the summer.

64

Substitute Purchasing:

109

Other fruit which melons have been bought as a substitute for

Winter Summer06 07

Base: Ever bought any melons 596 597% %

Bananas 14 13

Mangoes 9 11

Strawberries 8 5

Apples 7 8

Grapes 7 7

Oranges 5 7

Other <1 1

I have not bought as a substitute for another fruit 74 74

TOTAL

No significant differences (at 95% level) between waves. It is interesting to note that purchase, as a substitute for other fruit was low.

110

Other types of food which melons have been bought as a substitute for

Winter Summer06 07

Base: Ever bought any melons 596 597% %

Sweets / lollies 24 22

Chocolate 16 14

Potato chips 13 13

Cereal bars 7 7

Other food products 1 2

Other snack products <1 2

I have not bought as a substitute for another type of 70 70

TOTAL

No significant differences (at 95% level) between waves. Whilst purchase as a substitute for Sweet/Lollies and Chocolate and chips was notable in total (49% - there will be some double counting). For mums we would therefore expect that the real competition at the moment of consumption is sweets in various forms, rather than other fruit.

65

FOCUSING ON CONSUMPTION

113

Incidence of those eating melons (any type) by time periods

Base: L12M consumers (585/588)

Last 3 months (L3M)

Last month (L1M) Last week

Winter '06 82% 63% 59%

Summer '07 96% 83% 39%

Consumed at home …(among adult population)

Winter '06 74% 57% 30%

Summer '07 84% 64% 41%

Consumed out of home …(among adult population)


The proportions consuming melons in the last three months has increased significantly from winter to summer. The same applies to last month and last week purchasing.

66

What do they consumed at home?

Eating melon on its own remains the most popular means of consumption in the summer, particularly amongst Watermelon varieties. Overall the types of consumption remain constant, although as part of a fruit salad/ platter/kebab, which is the second most common use, does directionally increase, especially for Seeded Watermelon and Honeydew. This is confirmed in the significant increase fro use in a salad for Seeded Watermelon from 15% to 23%. What does not appear to increase is the use of any type of melon as a desert ie with ice cream, or as part of another dessert with or without fruit. Is there an opportunity for melons to break out of confirms of the fruit salad and consumption on its own?

118

Ways in which melon varieties are used at homeat this time of year

Winter Summer Winter Summer Winter Summer Winter Summer06 07 06 07 06 07 06 07

Base: L12M consumers of melon type 138 252 154 290 276 323 64# 70% % % % % % % %

On its own 86 80 85 83 77 79 72 70

As part of a fruit salad / platter / kebab 38 47 42 44 40 43 41 55

As part of another dessert / with fruit 18 20 19 16 20 23 16 18

With ice-cream 17 17 16 11 31 36 22 18

As part of a salad 15 23 11 17 17 16 17 21

With yoghurt 13 11 14 7 20 15 22 15

As part of another dessert 12 10 8 8 12 14 16 15

In a non-alcoholic drink / smoothies 9 6 8 7 4 6 0 4

On its own - frozen 7 5 5 6 4 5 5 4

As decoration / garnish for a platter / dish 2 4 3 4 4 5 8 2In an alcoholic drink 2 2 3 2 1 1 0 1As part of another savoury dish , e.g. with ham wrapped around 1 0 0 1 2 4 0 3Other 1 1 1 2 1 2 0 3# Low base size

SEEDLESS WATERMELON

WATERMELON SEEDED



67

All melon varieties are eaten across a wide range of occasions, and in summer this versatile occasionality appears to increase for all types. For Seedless Watermelon the most common use is still a mid-afternoon snack (60%). However, there are significant increases for consumption at lunch (25% to 39%) and dinner (22% to 31%), with directional evidence of increases at other occasions. Rockmelon are most likely to be used mid-afternoon too, although this significantly increases (39% to 45%). There are also significant increases in consumption as a mid morning (21% to 28%) and mid afternoon snack (39% to 45%). These increases are on top of the already high levels of use found for breakfast and dinner. Honeydew Green flesh appears also to indicate changes in the occasion of use between winter and summer, with a significant increase for usage as a mid afternoon snack (28% to 40%). This being the most common occasion in summer, followed by lunch (37%) and dinner (36%). Please note that these findings indicate those using a melon product at all for a consumption occasion, not its frequency for that occasion. For example for Seeded Watermelon we are not indicating that this melon appears at 18% of breakfasts, but that of those that had consumed in the last 3 months that 18% had done so at breakfast.

119

Times of day or occasions when types of melonpersonally eaten at home at this time of year


Base: L3M consumers of melon type 241 376 375 414 134 200% % % % % %

Breakfast 17 18 25 28 21 25

Mid-morning snack 28 32 21 28 19 23

Lunch 25 39 27 39 34 37

Mid-afternoon snack 58 60 39 45 28 40

Dinner 22 31 37 40 35 36

Late evening 29 36 31 34 32 29

Parties / celebrations 22 26 19 22 21 24

For BBQs 19 22 17 19 16 18

SEEDLESS WATERMELON



68

In summer, claimed consumption occasions increase right across the week. Both Seedless Watermelon and Rockmelon show significant increases in claimed consumption both on weekdays and weekends. These increases do carry through for Honeydew too although only the shift in consumption of a Saturday increases at a statistically significant level (35%-49%).

120

Days of the week when types of melon personallyeaten at home at this time of year


Base: L3M consumers of melon type 241 376 375 414 134 200% % % % % %

Monday 32 43 31 44 28 33

Tuesday 33 41 31 42 27 36

Wednesday 31 41 33 44 27 36

Thursday 34 43 33 42 28 37

Friday 34 45 33 48 34 39

Saturday 46 55 40 54 35 49

Sunday 46 53 40 51 36 44

Don't / CR 42 34 46 34 49 34

SEEDLESS WATERMELON

ROCKMELON / CANTELOUPE HONEYDEW

69

What about the children?

Whilst there is still a variance in terms of the level of consumer by children in summer, it is notable that for the Watermelon varietals that consumption amongst 15-17 years olds shows strong increases. Indeed, for Seeded Watermelon consumption by children stays pretty flat apart from a notable increase amongst 15-17 year olds (46%-63%). The most dramatic differences were found for Seedless Watermelon consumption. Here incidence of consumption increased across the ages of all children this being statistically significant for the under 5’s (51%-71%) and the 15-17 year olds (38%-61%). Interestingly, the incidence of child consumption for Rockmelon appeared not to shift between the winter and summer except for a directional increase amongst the under 5s’. Consumption of Honeydew amongst children of all ages remained lowest and did not alter in the summer.

121

Children in household who have eatenmelon types at home in L3M

Base: All with children in that age group ate home (Winter: 122 / 110 / 75 / 50, Summer: 98 / 64 / 74 / 59)

45

58

64

46

51

57

51

38

48

5457

60

20 20

25 24

49

59

64 63

71 70

6461

57

52

62

58

2023

28 27

<5 6-10 11-14 15-17 <5 6-10 11-14 15-17 <5 6-10 11-14 15-17 <5 6-10 11-14 15-17

SEEDEDWATERMELON

SEEDLESSWATERMELON

ROCKMELON /CANTELOUPE

HONEYDEWGREEN FLESH

70

Overall it would appear that the incidence of consumption for any type of melon and virtually any occasion is lower amongst children than it is for adults. The mid afternoon snack being the most important for children irrespective of the melon varietal involved. Interestingly, the consumption of Rockmelon at dinner did significantly increase in the summer for children (19% to 31%) Overall in comparison with the adult personal consumption data, it would appear that there are opportunities to increase the incidence of consumption occasions further amongst children.

122

Times of day or occasions when children in household eatmelon varieties at home at this time of year


Base: Children at home who eat melon 98 142 113 155 48# 73% % % % % %

Breakfast 14 11 13 13 21 16

Mid-morning snack 33 25 31 28 31 21

Lunch 31 26 21 25 27 33

Mid-afternoon snack 58 59 55 48 46 47

Dinner 27 27 19 31 38 33

Late evening 16 23 15 21 15 18

Parties / celebrations 19 19 19 17 21 19

For BBQs 13 20 16 16 21 16

# Low base size

SEEDLESS WATERMELON



71

As with their parents consumption for children is skewed towards the weekend. However, again the levels for consumption across days of the week are lower for children than it is amongst the main adult sample.

What about outside the home?

107

Watermelon Seedless Rockmelon / Honeydew Seeded Watermelon Canteloupe Green Flesh

Base: L3M consumers of melon 164 170 224 78#type outside the home % % % %

As part of a fruit salad / platter / kebab 57 59 64 58On its own 59 61 54 46As part of a salad 34 29 29 23With ice-cream 24 21 29 17As part of another dessert 20 20 21 23In a non-alcoholic drink / smoothies 17 23 12 6As decoration / garnish for a

platter / dish 17 22 18 15With yoghurt 14 15 15 14On its own - frozen 4 7 4 1In an alcholic drink 2 4 1 3As part of another savoury dish,

e.g. with ham wrapped around 2 2 5 8As part of another dessert / with fruit 30 34 33 31

Ways in which melon varieties are eaten outside the home at this time of year

Winter Wave When consuming melon outside the home the most common forms are as part of a fruit salad / platter / kebab, or on its own.

123

Days of the week when children in household eatmelon varieties at home at this time of year


Base: Children at home who eat melo 98 142 113 155 48# 73% % % % % %

Monday 35 32 31 30 31 19

Tuesday 30 28 28 29 29 21

Wednesday 31 30 32 32 29 21

Thursday 30 33 27 32 27 25

Friday 32 36 35 35 29 29

Saturday 47 46 45 44 44 38

Sunday 46 44 48 41 48 36

Don't know 39 37 27 32 38 33

# Low base size

SEEDLESS WATERMELON



72

108

Watermelon Seedless Rockmelon / Honeydew Seeded Watermelon Canteloupe Green Flesh

Base: L3M consumers of melon 164 170 224 78#type outside the home % % % %

Restaurant 32 35 37 36Juice Bar 29 32 19 14Café 21 19 20 17Bar / Hotel / Pub / RSL 13 16 18 21Hotel (Residential) 8 12 10 10Other 32 26 28 32

Places where melon varieties are eaten outside the home at this time of year

Winter Wave

Over a third of those who have consumed melon out of home have eaten it at a restaurant. However, a third of those who have consumed Watermelon out of home did so at a juice bar. This suggests that consumption of juices / smoothies at outlets such as ‘Boost’ play a key part in consumption (indeed nearly a quarter claimed they had consumed Seedless Watermelon in a juice / smoothie outside the home).

73

KEY QUALITATIVE OUTPUT (WINTER WAVE ONLY)

The role of fruit in the diet Many mums struggle with their children’s diet

• Picky children • Intolerances / allergies • Weight watching

In this context fruit has a really positive image

• It’s healthy • (Nearly) everyone loves it • It can feel indulgent / like a treat (but no guilt) • Very few are allergic to it

Mums are also conscious of the need for them and their children to eat lots of fruit. By making their children eat lots of fruit they are being a good mum, especially when its in place of chocolate, chips or biscuits!

5

Fruit mapping

Everyday

Lunchbox

Tropical

Entertaining

Exotic

Winter – Melons bought less frequently, less everyday / a staple

Summer – Melons more everyday, more of a staple

QUAL ONLY

(Winter)

74

6

Perceived seasonal changes in melons

Sugary

JuicySweet

Luscious Flavourless

Less aroma

Less intense

Floury

SUMMER WINTER

Guaranteed a good melon Not guaranteed a good melon“It’s more pot luck”

Crispy Subtle

Winter melons appear to lack flavour, rather than having a bad flavour

QUAL ONLY

Outdoor Summery

Refreshing / Hydrating

Heavy

Messy

For children

BBQs / Back yard

WATERMELON ASSOCIATIONS QUAL ONLY

75

Salads

For all the family

Lunchboxes

EntertainingJuicy

Sweet

Breakfast

ROCKMELON ASSOCIATIONS

Firm

QUAL ONLY

Dinner partiesBoring

Fruit balls

With other fruitAdds colour

Classy

HONEYDEW MELON ASSOCIATIONS

More expensive

Decorative

QUAL ONLY

Documents

Melon Summary Report Winter&Summer · representation of empty nesters in high too. What about those that do not buy or eat? Interestingly, SINKS/DINKS (who actually have an important