The likelihood of a cantaloupe purchase dropped eight percentage points from Fresh Trends 2012.
The likelihood of a cantaloupe purchase increased according to age and generally increased according to income. Shoppers age 59 and older were some of the most likely to buy the melon overall. Consumers younger than age 50 and those earning less than $25,000 annually were the least likely to buy.
Region and the presence of children had minimal effect on cantaloupe purchases.
More than three-quarters of consumers buy conventionally grown cantaloupe. In fact, it was the No. 3 commodity that was purchased as conventionally grown of those tracked in Fresh Trends 2013. Still, organic purchases are on the rise. Six percent of cantaloupe buyers said they always purchased organic melons (up one percentage point from last year). Periodic purchases of organic cantaloupe also increased – 19% of buyers said they picked organic product at least some of the time, a number up three percentage points from Fresh Trends 2012.
49% of customers purchased cantaloupe within the past 12 months.