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Abstract
Watermelon and cantaloupe are also among the highly popular summer fruits in Hungary, although cantaloupe is less popular than watermelon due to its greater purchasing and physiological effects. In the case of purchasing preferences, experiential product attributes are almost exclusively decisive, especially the color of the melon flesh, not its taste. Hungarian consumers value the role of product attributes based on information search (health effects) less than international standards, and they value the more favorable health effects of the more popular watermelon more highly, although science considers cantaloupe to be better in terms of the number and level of key positive health factors. The characteristics of Hungarian melon consumer behavior differ significantly from those of American and Australian consumers. Hungarian consumption is almost exclusively characterized by the consumption of fresh melons, with almost no processed products, although this would allow dumping to be eliminated during summer heat peaks, thus improving the sustainability of the sector by reducing waste and losses. The food product categories that would allow adaptation to new lifestyle trends (snack food, on-the-go product, street food subcategory) have not yet developed within the framework of Hungarian consumer behavior. Based on the above, it would be advisable to change the sales promotion goals followed so far in melon programs, because fresh home consumption is severely limited, and producers are unable to exploit the demand opportunities of domestic and foreign tourism. Another key development opportunity would be to build up processing capacity and introduce processed products to the market.