Watermelon tops 3.5B pounds at retail
Watermelon tops 3.5B pounds at retail
The watermelon category surpassed 3.5 billion pounds at retail in 2025, and new research from the National Watermelon Promotion Board delivers a clear roadmap for sustained growth. NWPB released its 2025 State of the Category Marketing Guide, equipping retailers, marketers and category managers with fact-based insights to drive year-round watermelon sales. The new research highlights how whole and cut watermelon play distinct, but complementary roles throughout the year.
The findings point to three clear opportunities for the industry to maximize retail sales:
- Capitalize on the strong promotional performance of whole watermelon during spring and summer, even beyond traditional holiday windows. It consistently outperforms other melon varieties, delivering a stronger promotional lift with a smaller average discount.
- Leverage cut watermelon strategically in fall and winter, when it drives retail sales and growth as whole watermelon availability tightens.
- Utilize the regional insights in the guide to adapt pricing, distribution and merchandising strategies by region to unlock growth in both developed and emerging markets.
On an annual basis, whole watermelon remains the primary driver of retail volume, accounting for 79 percent of total pounds sold and contributing more than 41 million incremental pounds year over year. Meanwhile, cut watermelon drives annual dollar sales, representing 49 percent of total sales and adding more than $117 million in incremental growth. While both forms are essential to category health, their impact varies significantly by season and availability.
During the spring and summer seasons, whole watermelon stands as the clear category driver, accounting for 77 percent of annual retail volume and reaching an 86 percent share in June and July. On promotion, it outpaced both cantaloupe and honeydew, delivering 75 percent volume lift and 50 percent dollar lift on smaller discounts than either variety. The data makes a compelling case for extending whole watermelon promotional support beyond traditional holiday windows, where significant incremental sales opportunities remain untapped.
As the calendar shifts to fall and winter, so does the opportunity. Cut watermelon becomes the category’s primary dollar driver when whole-fruit availability declines, accounting for 49 percent of annual dollar sales and reaching a 70 percent share in December. With 30 percent of cut volume sold on promotion during the fall/winter season, it generates efficient lift and sustained dollar momentum at a time when overall category promotion softens, reinforcing its role as a critical driver for maintaining sales outside peak summer months.
Regionally, the data makes one thing clear: opportunity exists across the U.S. The Plains led national performance with a 17 percent increase in volume versus 2021, demonstrating how well-developed regions can continue to expand. In addition, wide pricing variation further underscores regional opportunities. For example, in the Great Lakes, cut watermelon is priced up to 835 percent higher than whole fruit, highlighting differences in value perception and merchandising strategies across markets. Whether a region is developed or still emerging, the guide delivers insights to help retailers refine pricing, optimize distribution and tailor promotional strategies to accelerate watermelon growth nationwide.
The NWPB’s State of the Category Marketing Guide is a new tool for the watermelon industry that equips retailers, marketers and category managers with fact-based insights to drive watermelon sales year-round.
“Watermelon is a produce category performer, and we see significant opportunity for continued growth,” said Mark Arney, executive director for the NWPB. “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. We’re excited to get it into their hands.”
NWPB invites all industry professionals, retailers and stakeholders to leverage insights and actionable recommendations in the State of the Category report and Marketing Guide. For more information on accessing these invaluable resources or about the NWPB’s initiatives, visit https://www.watermelon.org/audiences/industry/research/retail-research/.
