WINTER SPRINGS, FL - New resources are on the scene for companies looking to spur increased watermelon consumption! The National Watermelon and Promotion Board (NWPB) has released its latest consumer research and Marketing Guide, providing helpful data to help the industry make strategic decisions to elevate the category.

“We are excited to share the results of our latest consumer research and its affiliated Marketing Guide with our industry partners,” said Megan McKenna, Senior Director of Marketing and Foodservice for the NWPB.

“Watermelon Attitudes and Usage Research,” provides comprehensive insight into watermelon consumers’ ever-evolving attitudes, usage, and awareness. Building upon learnings from previous studies, the research focuses on better understanding the watermelon buyer and uncovers opportunities to help build consumer demand, a press release stated.

Some key highlights include:

• Watermelon Purchase and Usage Dynamics – “Watermelon is a planned purchase for most buyers. However, craving is the top reason for buying watermelon, whether the decision was made before or during the shopping trip.”
• Perceptions of Watermelon – “The study showed watermelon makes people feel happy, boosts their mood, and evokes feelings of nostalgia and comfort.”
• Key takeaways of the watermelon buyer’s demographic profiles, including their characteristics and personality traits – “Generally, watermelon consumers have a positive outlook, value family, and enjoy being creative in the kitchen.”

In addition to the insightful research study, NWPB has also released an inclusive Marketing Guide designed to assist retailers and industry shareholders in effectively reaching and engaging with watermelon core consumers.

“Understanding consumer preferences is crucial for success in the produce industry in today’s rapidly evolving landscape,” added Mark Arney, Executive Director for the NWPB. “We believe these resources will provide invaluable insights and opportunities to help retailers and producers thrive in the marketplace.”

Read more about these valuable new resources here.

Stick with ANUK for more industry news.