While the likelihood of a watermelon purchase spiked last year, this year the likelihood of purchase fell seven percentage points, putting it closer to 2010 levels. Shoppers in the top two income groups were more likely to purchase the red-fleshed fruit than those earning less, and shoppers 50 and older were more likely to buy watermelon than younger consumers.

Shoppers with three or more kids at home comprised the group most likely to buy the melons overall, but there was a notable difference in the likelihood of purchase with regard to children in the household. Two-thirds of shoppers with kids at home were likely to buy watermelon this year, while the likelihood of purchase among consumers without kids was lower, at 55%.

Consumers on both coasts were more likely to buy the green-skinned melon than those in the South – the least likely region to buy – or the Midwest – the region most likely to buy last year.

The likelihood of an organic purchase remained similar to last year. Five percent of watermelon buyers said they bought only organic melons, while 13% said they purchased organic product at least some of the time, a number up one percentage point from last year.