Cantaloupe
Four in 10 consumers bought cantaloupe over the past 12 months, a number up two percentage points from Fresh Trends 2018.
For the sixth straight year, shoppers age 59 and older comprised the group most likely to buy the orange-fleshed melon. Caucasian shoppers were among those who were most likely to buy cantaloupe overall, while African American consumers were among the least likely to buy (along with those age 18-39) overall.
The likelihood of cantaloupe purchase increased according to income. Families without kids at home were more likely to buy the fruit, at 41%, than those with kids, at 37%, although the likelihood of a purchase increased according to the number of kids in the home.
Last year consumers in the Northeast comprised the region most likely to buy; this year they were the least likely (Western shoppers took the top spot this year).
Most shoppers opt for conventionally grown cantaloupe — it was the No. 2 item that consumers bought as conventionally grown. Seven percent of shoppers said they always selected organic melons (8% said so last year).
Honeydew
For the third straight year, consumers in the highest income bracket were more than twice as likely to buy honeydew melons than those earning less than $25,000 annually. The most affluent consumers were among the most likely to buy the green-fleshed fruit overall, along with Asian shoppers and those age 59 and older.
Shoppers in the South were less likely to buy honeydews than those in other regions, a trend now in its fifth year. And family makeup seemed to have little affect on honeydew melon purchases overall, although the likelihood of a purchase increased according to the number of children in the home.
The likelihood of a honeydew purchase climbed one percentage point from last year. One-third of buyers said they chose organic melons in Fresh Trends 2019, up from 24% who said the same last year.
Watermelon
This melt-in-your-mouth fruit took home the honor of being the No. 4 most popular fruit this year (after a couple of ties).
2019 marks the seventh year that the likelihood of a watermelon purchase increased according to age. In fact, shoppers age 59 and older comprised the group most likely to buy the melon overall, followed by those earning $50,000-$100,000 annually. Convenience can make a difference in watermelon purchases. More than six in 10 buyers (61%) said they purchased a personal-sized (mini) watermelon in the past year.
Last year shoppers in the South were the most likely to buy this sweet fruit when looking at region; this year Westerners were more apt to buy watermelon.
Family size didn't seem to have much effect on watermelon purchases this year, as both families with kids and those without were equally likely to buy the fruit.
Consumers with two kids in the household comprised the family unit most likely to buy.
African American shoppers and those in the lowest income bracket were the least likely to buy watermelon overall.
One-tenth of buyers said they always purchased organic watermelon, as was the case last year. More than one-quarter of buyers (26%) said they opted for organic melons at least some of the time, a number up two percentage points from Fresh Trends 2018.
Related content