Fresh Del Monte Produce Inc

The Florida Department of Agriculture and Consumer Services (FDACS) supports Florida growers with the widely recognized “Fresh From Florida” brand.

Shocking, I know, but grocery shoppers think prices are too high — and they definitely don’t want them going any higher. This according to common sense, but also a recent lifecycle survey by Zilliant, which suggests that consumers understand there are rising costs on the supply side, among other areas, and that there are supply constraints — they just don’t really care.

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 spend within key shopper segments.