Consumer Research

Audiences Industry Research Consumer Research

watermelon wedge with flesh cut away from rind on wooden cutting board with knife on side

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.

Please find presentations from 2020 through 2022 below. If you have any questions, please reach out to Megan McKenna at [email protected].

Exclusive Webinar for Summer 2022 Consumer Research Findings

On November 15, 2022, the National Watermelon Promotion Board and consumer research partner, Aimpoint Research, hosted a webinar to review the 2022 Consumer Research Findings. Although a shortened version of the report above, click here to watch to the webinar or here for the shortened presentation from the webinar.