WINTER SPRINGS, FL - The United States 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 (NWPB), 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, showed that over 3 million new U.S. households purchased watermelon in 2024, boosting U.S. household penetration to 72 percent. 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.
Based on their annual spend, watermelon buyers were divided into three segments: Light, Medium, and Heavy. The Heavy segment represented 25 percent of watermelon households, and accounted for 63 percent of total category purchase dollars in 2024. This segment contributed $97 million of the incremental purchases, highlighting their role as the primary drivers of category growth, a press release explained.
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 percent increase in household penetration, from 72 percent to 73 percent, 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. By leveraging these insights and targeting the heavy shopper segments, the industry can unlock opportunities for sustained category growth.
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