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Watermelon Sales Surge: $3.2B Category Adds 7M New Households

NWPB research reveals watermelon category reached $3.2B with 7M new households. Learn about omnichannel strategies driving 33% growth across grocery, club & online retail channels.

This research matters because it reveals fundamental shifts in consumer behavior and retail patterns that extend beyond just watermelon. The findings about channel migration—particularly the growth in Club, Mass, and Online formats—reflect broader retail trends affecting numerous product categories. For retailers and marketers, understanding these omnichannel dynamics is crucial for staying competitive in an evolving marketplace. The demographic insights about younger, more diverse, and higher-income households adopting watermelon consumption signal changing food preferences that could influence product development and marketing across the fresh produce aisle. For consumers, this growth indicates watermelon's increasing popularity as a healthy, convenient food choice, potentially leading to better availability, more variety, and competitive pricing as retailers compete for this expanding market.