New watermelon research reveals ripe opportunities

A beloved summer staple, watermelon is finding its way into more shopping carts and retail channels, according to new research by the National Watermelon Promotion Board (NWPB). 

The study, "Omnichannel Strategies for Watermelon Category Growth," reveals that seven million new households in the United States have purchased the fruit since 2021, increasing category penetration to 75 percent. 

New buyers contributed $782 million in incremental purchases, lifting total sales to $3.2 billion—a 33 percent increase over the period. National Watermelon Association Executive Director George F. Szczepanski tells FreshFruitPortal.com the sector is “really encouraged” by the findings, as they show just how much opportunity lies ahead for the category.

“The addition of seven million new purchasing households since 2021 underscores the momentum we’re seeing across retail. Growers and shippers are working hard every day to deliver high-quality fruit, and they’re leaning into new research, technology, and production practices to keep improving,” he says.

NWPB Executive Director Mark Arney adds that data will provide a clearer roadmap for growing watermelon sales across channels. 

"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," he says

Channeling growth: Sales surging beyond the grocery aisle

The NWPB report points to strong gains across multiple retail formats, with traditional grocery remaining the largest outlet for watermelon. 

Mass, Club, and Online channels continue to expand at faster rates. Club stores, in particular, have become a key growth driver as merchandising strategies that increase purchase volume per trip deliver stronger results.

“As the research highlights, growth in Club and Online channels is reshaping how shoppers discover and purchase watermelon, and our growers and shippers are embracing that shift,” Szczepanski adds. “The momentum in these channels is exciting, and our members are adapting quickly to meet consumers wherever they choose to shop.”

At the same time, shopper demographics are shifting. Watermelon sales are growing among smaller, higher-income, younger, and more diverse households, even as engagement from older consumers also rises. According to the board, these trends suggest opportunities for marketers and retailers to balance efforts between long-time heavy buyers and new, emerging segments.

To help the industry act on these insights, the NWPB has also introduced a companion marketing guide that translates the research into practical strategies for driving growth across retail formats and demographic groups.

“[Growers and shippers] are working hand-in-hand with retailers to develop the right pack styles, forecasts, and merchandising tools to succeed in these fast-growing formats,” Szczepanski explains. “Watermelon is already one of the most sought-after fruits in the produce department, and these insights give the industry a clearer direction for building programs that drive volume, loyalty, and profitability.”

Seeds of confidence

Looking ahead to the 2026 US watermelon season, Szczepanski is confident that the sector will be “ready to meet the needs of retailers.” 

According to the United States Department of Agriculture, Florida and California experienced a 14 percent year-on-year decline in production despite this season’s good harvest. However, back in August, the executive told FreshFruitPortal.com that the decline had more to do with logistics bottlenecks that caused a dip in shipments, rather than lower yields.

He adds that with the promotional work of the NWPB, the visibility brought by the state and national Watermelon Queens outreach program, and the industry’s commitment to meeting consumers across all retail channels, demand is well-positioned for continued growth. 

“The future of the category is bright, especially as omnichannel engagement becomes central to how shoppers discover and enjoy watermelon,” he concludes. 

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