New Study Shows Key Strategies for Merchandising Watermelon

Clint ThompsonFlorida, Watermelon

Watermelon plant in a vegetable garden.

The National Watermelon and Promotion Board (NWPB) has announced the release of its most recent consumer research and Marketing Guide that will arm producers with information to make strategic decisions and build awareness of the opportunities within the watermelon industry.

The study is entitled, “Watermelon Attitudes and Usage Research.” It delves into consumer thought patterns centered around watermelons. Its focus is to better understand the watermelon buyer and uncover opportunities to help build consumer demand.

Key highlights from the study include:

  • Watermelon purchase and usage dynamics: Watermelon is a planned purchase for most buyers, though craving is the top reason for purchasing a watermelon, whether the decision was made before or during the shopping trip.
  • Perceptions of watermelon: Study determined watermelon makes people feel happy, boosts their mood and evokes feelings of comfort.
  • Key takeaways of buyer demographics: Watermelon consumers have a positive outlook, value family and enjoy being creative in the kitchen.

The NWPB also released the Marketing Guide to assist retailers and shareholders in reaching and engaging with watermelon consumers. The tool is a guide for promoting and selling watermelon in today’s competitive market.

“We are excited to share the results of our latest consumer research and its affiliated Marketing Guide with our industry partners,” said Megan McKenna, senior director of marketing and foodservice for the NWPB.

“Understanding consumer preferences is crucial for success in the produce industry in today’s rapidly evolving landscape. We believe these resources will provide invaluable insights and opportunities to help retailers and producers thrive in the marketplace,” said Mark Arney, executive director of the NWPB.

For additional information on accessing resources or about NWPB initiatives, please visit

Source: National Watermelon Promotion Board