A new research and marketing guide identifies opportunities across retail channels and shopper segments
WINTER SPRINGS FL, 11/12/2025 /24-7PressRelease/ – The National Watermelon Promotion Board has published its most recent research on the growth of watermelon category. It shows that 7 million households have added to this category since 2021. Watermelon is now available in 75% households across America. The new customers helped to generate $782 in additional purchases. This pushed total purchases for the category up by 33%, from $3.2 billion. These findings offer marketers actionable insight into the watermelon category, showing how changing demographics, channel dynamics and purchase behavior are shaping it.
“Industry partners now have a clear roadmap for growing watermelon sales across retail channels,” Mark Arney is the Executive Director of the NWPB. “By tailoring strategies to the unique opportunities present in each channel and among evolving shopper demographics, retailers can strengthen loyalty, broaden penetration, and drive incremental trips and dollars.”
The Key Findings & Opportunities
Refine Channel Strategy: Grocery is still the top retail channel, but Mass Club and Online are seeing more shoppers, with a faster growth rate. By adapting their marketing and merchandise strategies, the industry can improve omnichannel engagement.
Club is a key outlet in the category of watermelon. Channels can benefit from merchandising strategies that increase volume per visit.
Engagement amongst older households and smaller households with higher income is on the rise. Retailers and marketers can focus on both loyal Heavy customers and emerging segments.
The NWPB released an accompanying Marketing Guide to assist industry participants in capitalizing on these opportunities. This guide is designed to translate demographic and channel trends into practical steps that will support growth of the category.
“As shopper habits continue to evolve across retail formats, understanding where and how consumers buy watermelon helps the industry make smarter decisions about marketing, merchandising, and promotions,” Add Arney.
The study is based on the NWPB initiative to support research in the category of watermelon, which includes the Watermelon Attitudes and Usage and Watermelon Buyer Segmentation Studies, allowing a better understanding of watermelon shoppers.
Access the complete research study and companion Marketing Guide at https://www.watermelon.org/audiences/industry/research/retail-research/.
National Watermelon Promotion Board
In 1989, the National Watermelon Promotion Board, a group of agricultural promoters based in Winter Springs in Florida, established itself as an organization to help market watermelon both in America and abroad. NWPB is funded by a voluntary industry assessment that more than 700 producers, handlers, and importers pay. The mission of NWPB is to increase the demand for watermelon among consumers through education, promotion and research programs.
Watermelon is a great source of Vitamin C (25%) and Vitamin B6 (8%) as well as a tasty way to keep hydrated. A 2-cup portion has only 80 calories. In 2024, the average watermelon consumption in the United States will be approximately 15.6 pounds. In 2024, the United States consumed nearly 5.3 billion pounds of watermelon. The United States also exported 400 millions pounds of watermelon. Visit www.watermelon.org for more information.
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