Watermelon category tops at retail as NWPB reveals path to year-round growth
For investors, the data highlights opportunities to apply similar strategies in emerging markets.
USA – The watermelon category surpassed 3.5 billion pounds at retail in 2025, with new research from the National Watermelon Promotion Board (NWPB) revealing distinct but complementary roles for whole and cut fruit throughout the year.
The findings offer retailers and marketers a roadmap for sustaining momentum beyond traditional peak seasons.
For investors, the data highlights opportunities to apply similar strategies in emerging markets. Whole watermelon accounts for 79% of total retail volume, delivering more than 41 million incremental pounds year over year, while cut watermelon drives 49% of dollar sales, adding over US$117 million in incremental growth.
Therefore, understanding how these formats perform seasonally can guide investment in processing facilities, packaging infrastructure, and retail partnerships.
For instance, during spring and summer, whole watermelon stands as the clear category driver, reaching an 86% volume share in June and July. On promotion, it outperforms cantaloupe and honeydew, delivering a 75% volume lift and 50% dollar lift with smaller discounts than competing melons.
In addition, the data suggests extending whole watermelon promotional support beyond traditional holiday windows unlocks significant incremental sales.
On the other hand, as fall and winter approach, cut watermelon becomes the primary dollar driver when whole fruit availability declines. Cut fruit accounts for 49% of annual dollar sales, reaching a 70% share in December.
Regionally, performance varies significantly. The Plains led national growth with a 17% volume increase versus 2021, demonstrating that developed regions can continue expanding.
Moreover, pricing variation further highlights regional opportunities: in the Great Lakes, cut watermelon is priced higher than whole fruit, reflecting differing value perceptions and merchandising strategies.
For Middle Eastern and African markets, these regional insights offer a template. Whole watermelon remains the entry point for building category volume, particularly in emerging markets where consumer familiarity is high. As cold chains develop and urban retail expands, cut watermelons present a higher-value opportunity that extends the category’s seasonal footprint.
More importantly, investors can draw from the NWPB model to structure promotional calendars, distribution networks, and processing capabilities that capture growth across both formats.
Mark Arney, Executive Director for the NWPB, emphasized the strategic opportunity. “Watermelon is a produce category performer, and we see significant opportunity for continued growth,” he said.
“From extending whole watermelon promotions beyond the summer holidays to aligning promotional strategy and merchandising, the guide gives the industry the tools to drive year-round growth.”
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