Characterizing the U.S. Melon Market

• Published in: HortScience Vol. 55; no. 6; pp. 795 - 803
• Main Authors: Torres, Ariana, Langenhoven, Petrus, Behe, Bridget K.
• Format: Journal Article
• Language: English
• Published: American Society for Horticultural Science (ASHS) 01-06-2020
• Subjects: consumer; cucumis melo; melon attributes; segmentation; survey
• ISSN: 0018-5345; 2327-9834
• DOI: 10.21273/HORTSCI14859-20

The domestic market for melons, Cucumis melo L., has not been well characterized. The 2011 cantaloupe-related foodborne illness outbreak reduced melon production by 32%, and per capita consumption of cantaloupe and honeydew melons has not recovered. Our objective was to profile and characterize consumer segments of individuals who purchased melons in the 3 months before the survey. Responses from 1718 participants were analyzed by consumption volume and subjected to cluster analysis based on importance of melon attributes. Heavy and moderate consumers preferred local melons over imported. The top four melon attributes were flavor, freshness, ripeness, and sweetness. As consumption increased, consumers placed more importance for their diets. The heaviest consumption group accounted for 22% of the market, and consumed nearly three times the melon servings per month compared with the moderate consumer, and nearly 10 times the servings of the light consumption group. Cluster analysis produced three distinct clusters. Cluster 1 was the most promelon in attitudes and consumption, as well as general health interest, craving sweet food, food pleasure, and variety seeking in foods. The largest segment was cluster 3 and was the ideal group for future targeting of marketing and advertising campaigns for increasing the melon market share with their intermediate consumption and promelon attitudes. Last, members of cluster 2 consumed the lowest amount of melons, spent the least on melons, and traveled the fewest number of miles to purchase them, relative to the other two segments.