NWPB Unveils Strategy for Sustained Watermelon Growth After 3.5 Billion Pounds Retail Success

The watermelon category achieved a significant milestone in 2025, surpassing 3.5 billion pounds in retail sales. In response, the National Watermelon Promotion Board (NWPB) has released its 2025 State of the Category Marketing Guide, providing retailers and marketers with essential, fact-based insights to foster sustained, year-round growth. This comprehensive research illuminates the distinct yet complementary roles of whole and cut watermelon throughout the year, offering a clear path to maximizing sales potential.

The guide outlines key opportunities. Capitalize on the strong promotional performance of whole watermelon during spring and summer, extending efforts beyond traditional holiday windows due to its superior promotional lift. Strategically leverage cut watermelon in fall and winter, where it effectively drives retail sales and growth as whole watermelon availability naturally tightens, ensuring consistent category momentum outside peak seasons.

Finally, the research emphasizes utilizing specific regional insights to adapt pricing, distribution, and merchandising strategies. This tailored approach is crucial for unlocking growth in both developed and emerging markets across the U.S. "Watermelon is a produce category performer, and we see significant opportunity for continued growth," stated Mark Arney, NWPB Executive Director. The NWPB encourages all industry professionals to access these invaluable resources.