Watermelons in the United States will enter 3 million new homes by 2024

Published Nov 28, 2024

Tridge summary

The U.S. watermelon market has seen substantial growth, with $2.7 billion in sales, driven by increased household penetration and spending. A National Watermelon Promotion Board study found that over 3 million new households purchased watermelon, boosting penetration to 72%. Consumers spent an average of $28.94 annually, with the 'heavy' buyers accounting for 63% of total sales. Future growth opportunities include increasing purchase frequency and household penetration, potentially adding $550 million and $38 million in sales, respectively, providing a strategic roadmap for targeting key consumer segments.

Disclaimer:The above summary was generated by Tridge's proprietary AI model for informational purposes.

Original content

The watermelon category in the United States has seen strong growth over the past year, with households in the country purchasing about $2.7 billion worth of fresh watermelon, according to the National Watermelon Promotion Board (NWPB). A recent shopper segmentation study conducted by the NWPB showed that annual watermelon purchases increased due to increased household penetration and spending within key shopper segments. The shopper segmentation study, which examined shopper behaviors and purchasing trends based on consumer panel data, showed that more than 3 million new U.S. households purchased watermelon by 2024, increasing U.S. household penetration to 72%. Shoppers made five shopping trips during the year, spending $5.83 per trip for an estimated annual household spending of $28.94. Based on their annual spending, watermelon shoppers were divided into three segments: light, medium and heavy. The ‘heavy’ segment accounted for 25% of watermelon households and 63% of the ...

Source: MXfruit