The U.S. watermelon category has experienced strong growth over the last year, with households across the country making an estimated $2.7 billion in fresh watermelon purchases.
According to a recent shopper segmentation study conducted by the National Watermelon Promotion Board, an increase in annual watermelon purchases was driven by higher household penetration and spending within key shopper segments.
The shopper segmentation study, which examined shopper behaviors and purchase trends based on consumer panel data, shows that over 3 million new U.S. households purchased watermelon in 2024, boosting U.S. household penetration to 72%, according to a news release.
On average, shoppers made five watermelon purchase trips during the year, spending $5.83 per trip for an estimated annual household spend of $28.94, the release said. Based on their annual spending, watermelon buyers were divided into three segments: Light, Medium and Heavy.
The Heavy segment represented 25% of watermelon households and accounted for 63% of total category purchase dollars in 2024. This segment contributed $97 million of the incremental purchases, highlighting the buyers' role as the primary drivers of category growth.
The study identified several actionable opportunities for continued category growth:
- Increase shopping frequency — Encouraging households to make one additional watermelon purchase trip per year could bring over $550 million into the watermelon category.
- Expand household penetration — A 1% increase in household penetration, from 72% to 73%, could generate an additional $38 million in incremental sales.
- Target Heavy shoppers — Developing marketing strategies focused on engaging with the Heavy watermelon shopper segment could further boost spending and repeat purchases.
The findings from the shopper segmentation study provide a strategic roadmap for driving continued growth in the watermelon category, the release said. By leveraging these insights and targeting the heavy shopper segments, the industry can unlock opportunities for sustained category growth, according to the release.
The findings, combined with earlier consumer research, offer a comprehensive understanding of watermelon buyer demographics, characteristics and purchasing behaviors, said the National Watermelon Promotion Board. This enables retailers and producers to effectively target key consumer groups and maximize sales opportunities, the release said.
Related link: Access the full study from the National Watermelon Promotion Board