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There are many varieties of watermelons, providing distinct external and internal sensory attributes. This study used an online survey (n = 700) and focus groups (n = 25) to investigate consumer perception of whole watermelons. Rind color, sound of the melon, size, and price were the most important attributes for consumers when selecting a whole watermelon. Freshness was the most important whole watermelon characteristic, and watermelon freshness/quality was driven by sweetness, crispness, and juiciness. Consumers preferred seedless watermelons that had a light rind with dark green stripes, red flesh, an oval/oblong shape, firm and crisp flesh, a weight of approximately 2.2–5.5 kg, and labeling that described them as fresh, juicy, and sweet. Two consumer clusters were identified from quantitative survey data and were also representative of focus group participants: value consumers and watermelon enthusiasts. Watermelon enthusiasts were differentiated by a higher value for claims including local, product of USA, sustainably farmed, and organic. Watermelon purchase is quality driven: consumers will pay more for guaranteed sweetness and crispness. Practical Application: The ideal watermelon for all consumers is one that is dark green with stripes, is medium sized and oblong in shape, has a minimal rind‐to‐flesh ratio, and boasts dark, vibrant red flesh that is sweet, crisp, and juicy. All consumers want a better guarantee on watermelon quality because it is hard to predict sensory quality when selecting a melon. This study demonstrated the intrinsic and external drivers of liking for fresh watermelons and summarized a consumer watermelon purchase and consumption journey map that can guide further research and development of watermelons and provide insights on how to increase watermelon sales. [ABSTRACT FROM AUTHOR]

This study evaluated the factors that motivate US consumers (18–65 years) to choose protein products derived from specific protein sources. An online survey was conducted. Participants who purchased protein products (n = 673) were shown agree/disagree questions, along with maximum difference (MaxDiff), constant sum, and Kano questions on factors surrounding protein choice. Last, follow‐up qualitative interviews were conducted with 51 survey participants to further investigate consumer motivations behind protein choice. Survey participants conceptually desired a protein product or protein‐fortified food that was a good source of protein, tasted great, and was healthy. Three clusters of consumers with distinct motivations for protein purchases were identified. Cluster 1 (C1) consumers (n = 176) desired plant‐based, environmentally friendly products and valued sustainability label claims more than flavor/taste. Cluster 2 (C2) consumers (n = 271) were nutritionally conscious and desired high‐protein healthy products that were also high in vitamins/minerals. Cluster 3 (C3) consumers (n = 226) showed the most loyalty to the products they currently purchased and were also most willing to try new products based on the recommendations. Cluster 1 consumers placed importance on protein sources, while C2 valued price most and C3 gave the highest value to flavor. In side‐by‐side protein comparisons, plant‐based proteins were considered superior to dairy proteins in sustainability, health, ethics, and digestibility, while both protein types were at parity for naturalness, satiety, and taste across all consumers, but differences were documented among consumer clusters. Results from this study demonstrate that there are many different motivations for consumers to purchase protein products. These motivations can be applied to consumer education as well as the strategic positioning of protein products. Practical Application: This study investigated consumer perception of different protein types and the drivers of choice for protein types among distinct consumer groups. Further application of findings from this study may help guide the development and formulation of new products with a diverse range of protein sources. [ABSTRACT FROM AUTHOR]