Sales of smaller melons go from bust to boom

By Peter Birkett Copyright 1999 Daily Telegraph (UK) May 3, 1999

Britain'S biggest supermarket chain has asked fruit growers to supply smaller melons after research indicated that housewives subconsciously compared them to the size of their breasts.

Buyers working for Tesco have been told by a psychologist that the current preference for smaller busts - epitomised by the model Kate Moss and the actress Gwyneth Paltrow - was the reason why the traditional big, fleshy melons were remaining unsold.

Now the retail giant has instructed its melon growers in Spain to produce more "fun-size" galia melons of no more than 1lb 3oz - which equates to a C cup - rather than the full-sized 2lb 2oz "DD cup" melons which have been slow to sell.

"We were very surprised by the results of the market research," said a Tesco spokesman. "But it's certainly produced results. Since we introduced smaller melons two months ago we have sold more than a million."

The company's buyers became puzzled when they noticed customers consistently picking out the smallest fruits from its stores' displays. They asked market researchers to interview focus groups of volunteer shoppers about the reason for this, but at first no definitive conclusion could be reached.

Later, at an all-female focus group session, the possibility of a subconscious relationship to breast size was raised and Tesco asked one of its retail psychologists to test the theory.

His research showed that seven out of 10 women questioned agreed that breast size was "the most likely subconscious factor when selecting size of melon". Fifty per cent of those went further, saying breast size was a conscious thought when choosing.

According to the psychologist's report, most women questioned agreed that the modern preference for smaller-breasted models made it more "comforting" to choose smaller melons. An all-male focus group drew similar conclusions.

In the report, the Tesco psychologist also said that when choosing a melon, customers liked to feel around the blossom end of the fruit with its nipple-like scar.

"Apparently customers believe the blossom end should be slightly squashy to show ripeness," said the Tesco spokesman. "Some also like to sniff the blossom end, as that is where you get the strongest melon smell."

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