2019 Research Study Finds Watermelon Among Fastest Growing Fruits on Foodservice Menus

Featured on 13% of menus nationwide

WINTER SPRINGS, FL – May 16, 2019 – Watermelon on menus has grown by 54% in the past four years, according to a recent MenuTrends Research study commissioned by the National Watermelon Promotion Board (NWPB) and conducted by Datassential. The Board commissions menu trend research every other year in order to understand the opportunity watermelon has in foodservice and benchmark watermelon’s presence year-over year.

Now in its fifth year, the Board’s Foodservice program, spearheaded by Director Megan McKenna, is seeing a record number of operators interested in assistance with ideation, usage ideas, education and promotion support.

In addition to current menu usage, the study reveals emerging trends that originate in foodservice, as well as opportunities for growth. McKenna can point to this data – such as popular flavor pairings or unique usage – when helping regional and national chains, independents, “groceraunts,” sporting venues, hospitality and education sectors with new and innovative offerings.

“Using the Datassential research to highlight watermelon’s unique flavor profile really resonates with operators,” said McKenna. “Now that watermelon is squarely in ‘Proliferation’ in the usage- menu adoption cycle, more Chefs than ever before are open to watermelon’s year-round versatility.”

According to the study, between 2017 and 2018 watermelon limited time offers (LTOs) launched in all months of the year but one. Historically watermelon LTOs have taken place in the summer months illustrating its move to a year-round product.

Additional findings of note include the following:

Watermelon is found more often on casual and fine dining menus but has seen growth across all segments.
National chains are featuring and expanding the use of watermelon more often and at a faster pace than regional chains and independents.
Watermelon ranks 22nd among most popular fruits and 3rd among greatest four-year growth.
One in ten restaurants serving alcoholic beverages feature a drink with watermelon, more than doubling in the last ten years.

For more information or to request the full report, please contact Megan McKenna at [email protected].

Download This Release

About National Watermelon Promotion Board

The National Watermelon Promotion Board (NWPB), based in Winter Springs, Florida, was established in 1989 as an agricultural promotion group to promote watermelon in the United States and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 700 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.

A serving of nutrient-dense watermelon provides an excellent source of Vitamin C (25% DV), a source of Vitamin B6 (8% DV), and a delicious way to stay hydrated (92% water), with only 80 calories per 2-cup serving. Watermelon consumption per capita in the United States was nearly 15.5 pounds in 2022. Watermelon consumption in the United States was nearly 5.2 billion pounds in 2022. The United States exported an additional 328 million pounds of watermelon. For additional information, visit www.watermelon.org.

Comments

Recent Press Releases

Key Shopper Behaviors Drive Growth of Watermelon Category

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.

Read More
Watermelon for All: NWPB Keeps Marine Corps Marathon Hydrated for the 11th Year

National Watermelon Promotion Board (NWPB) participated in the Marine Corps Marathon (MCM) for the 11th consecutive year. Known as “The People’s Marathon,” the MCM is celebrated annually on the last Sunday of October and stands out as the largest marathon worldwide that does not offer prize money. Instead, it champions a spirited community experience, highlighted by the distribution of refreshing watermelon. This year, 16 pallets of fresh watermelon were enjoyed by participants and supporters from every U.S. state and numerous countries at the Finisher’s Festival, celebrating their marathon achievements.

Read More
National Watermelon Promotion Board Announces Winners of 2024 Retail Merchandising Contest, Highlighting Creativity and Consumer Engagement

National Watermelon Promotion Board has named the winners of
its annual Retail Merchandising Contest, including Grand Prize Winner, Gelson’s Market #23.

Read More