The Growth of Watermelon Sales: A Future to Embrace

In an impressive turn of events, the watermelon category surpassed 3.5 billion pounds in retail sales in 2025. To maintain this momentum, the National Watermelon Promotion Board (NWPB) has introduced a comprehensive marketing guide aimed at retailers and industry professionals.

Empowering Retailers with Strategic Insights

The marketing guide is designed to furnish retailers and category managers with essential, fact-based insights that can propel year-round sales of watermelons. Research conducted by NWPB reveals that both whole and cut watermelon serve distinct, yet complementary, purposes across different seasons.

Key Opportunities for Retail Growth

According to the findings, there are three critical opportunities to boost retail sales:

• Maximize the promotional power of whole watermelon: Focus on spring and summer sales, particularly outside traditional holiday windows. Whole watermelon has shown to deliver significant promotional lift with less average discount compared to other melon varieties.
• Strategically utilize cut watermelon in fall and winter: As the availability of whole watermelon decreases, cut watermelon presents a valuable opportunity for continued retail sales growth during these seasons.
• Adapt strategies regionally: Use regional insights to fine-tune pricing, distribution, and promotional strategies, both in established and emerging markets.

Whole vs. Cut: The Distinction

Annually, whole watermelon remains the leading contributor to retail volume, making up 79% of total pounds sold and yielding over 41 million additional pounds year on year. Meanwhile, cut watermelon accounts for 49% of total sales, generating more than $117 million in incremental growth.

In spring and summer, whole watermelon is the standout leader, responsible for 77% of annual retail volume, surging to an astounding 86% share in June and July. Promotional efforts during these peak months yield a remarkable 75% volume lift along with a 50% dollar lift, all achieved with smaller discounts compared to cantaloupe and honeydew.

In contrast, as temperatures cool down in fall and winter, cut watermelon rises to prominence, representing 49% of dollar sales and achieving a 70% market share in December. With about 30% of cut watermelon sold on promotion during these colder months, it becomes essential for driving sustained sales even when overall category promotion diminishes.

Regional Insights: Unlocking Opportunities Across the U.S.

Data indicates that substantial opportunities exist across various regions of the United States. Notably, the Plains region led with a 17% increase in volume compared to 2021, illustrating how well-established areas can continue to flourish.

Pricing variations across regions further emphasize marketing opportunities. For instance, in the Great Lakes, cut watermelon can be seen priced as much as 835% higher than whole fruit, reflecting the disparities in value perception and merchandising approaches across different markets.

The Path Forward

Whether a market is well-established or emerging, the NWPB’s guide equips retailers with the tools needed to refine pricing strategies, optimize distribution channels, and tailor promotions to encourage accelerated growth in watermelon sales nationwide.

“Watermelon is a top performer in the produce category, and we recognize substantial growth opportunities ahead,” stated Mark Arney, executive director of the NWPB. “By extending promotions for whole watermelon beyond the summer holidays and aligning strategies effectively, the industry is poised for year-round success.”

About the National Watermelon Promotion Board

Founded in 1989 and based in Winter Springs, Florida, the NWPB is an agricultural promotion group dedicated to enhancing the visibility and demand for watermelons both domestically and internationally. Funded by a self-imposed industry assessment from over 700 watermelon producers, handlers, and importers, its mission focuses on promoting watermelon through educational and research initiatives.

Each serving of this nutrient-rich fruit provides a significant source of Vitamin C (25% DV) and Vitamin B6 (8% DV), while also offering hydration due to its 92% water content, all packed into just 80 calories per 2-cup serving.

As of 2025, per capita watermelon consumption in the U.S. was approximately 15.4 pounds, amounting to a total national consumption of roughly 5.3 billion pounds. Moreover, the U.S. successfully exported 363 million pounds of watermelon.

For industry professionals and retailers looking to dive deeper into insights, the State of the Category report and Marketing Guide is available here.