Consumer Research

Each year the NWPB measures consumers’ attitudes and awareness toward watermelon and compares it year-over-year. The research delves into topics such as:

• Purchase behavior
• Food safety
• Quality
• Health and nutrition

Consumer research helps to focus consumer outreach and findings are used to educate retail and foodservice contacts to understand consumers’ attitudes toward watermelon. The surveys take place in late summer and late winter, where applicable.

Please find presentations from 2021 through 2025 below. If you have any questions, please reach out to Megan McKenna at [email protected].

• Summer 2025 Marketing Guide – In 2025, the NWPB commissioned a study to understand how watermelon purchasing has evolved across retail channels and shopper segments. The findings reveal how today’s shoppers engage with watermelon across channels and provide insights marketers can use to strengthen their omni-channel strategies. Leverage the insights from the Marketing Guide to refine omni-channel marketing strategies, tailor messaging and promotions to reach both core and emerging watermelon households, and position the category for growth across every retail channel.
• Summer 2023 Consumer Research
  • NEW TOOL: Marketing Guide
  • 2023 Consumer Research: 18-34 Age Group
• Summer 2022 Consumer Research
  • Summer 2022 Consumer Research Webinar
    • Recording of Webinar
    • Webinar Presentation (shorter than full report above)
• Summer 2021 Consumer Research
• Winter 2021 Consumer Research