Watermelon Board Unveils Strategies for Category Growth

The National Watermelon Promotion Board (NWPB), Winter Springs, FL, has released its latest research, Omnichannel Strategies for Watermelon Category Growth, revealing that the category has added 7 million new purchasing households since 2021, with watermelon now in 75% of all U.S. households. These new buyers helped generate $782 million in incremental purchases, pushing total category purchases to $3.2 billion — a 33% increase over the period.

“Industry partners now have a clear roadmap for growing watermelon sales across retail channels,” says Mark Arney, NWPB executive director. “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.”