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Insight of the Day: Watermelon board tracks trends in young shoppers


The National Watermelon Promotion Board (NWPB) study reveals key trends among young watermelon consumers (ages 18-34):

  • Prioritize Health: Younger consumers value watermelon's nutritional benefits, seeking advice from health professionals and viewing it as a healthy snack.

  • Culinary Creativity: They enjoy experimenting with watermelon in various recipes, incorporating it into savory dishes, desserts, and beverages.

  • Adventurous Palates: They are open to trying unique watermelon preparations and flavor combinations.

Key Takeaway:

Young consumers are driving culinary innovation with watermelon, embracing its health benefits and versatility in the kitchen.


  • Increased focus on health and wellness among younger consumers.

  • Growing popularity of culinary experimentation and adventurous eating.

  • Watermelon's rising appeal as a versatile ingredient in both sweet and savory dishes.


The study suggests a promising future for the watermelon industry, with younger consumers demonstrating a strong interest in watermelon and its diverse culinary applications.

Implications for Brands:

  • Emphasize Health Benefits: Highlight watermelon's nutritional value and hydration properties in marketing campaigns.

  • Encourage Culinary Creativity: Develop and promote new recipes and flavor combinations featuring watermelon.

  • Cater to Adventurous Palates: Offer unique watermelon products and experiences that appeal to younger consumers' willingness to experiment.

  • Partner with Health Professionals: Collaborate with nutritionists and dietitians to educate consumers about watermelon's health benefits.


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