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FAQ: Watermelon Board's Omni-Channel Growth Strategies and Research Findings
TL;DR
Retailers can gain market advantage by implementing NWPB's omnichannel strategies to capture the $782 million in new watermelon purchases from 7 million new households.
The NWPB research outlines how channel dynamics and evolving shopper demographics drive watermelon category growth through tailored marketing and merchandising strategies across retail formats.
Increased watermelon consumption promotes better nutrition and hydration in millions more households, contributing to healthier communities through accessible, nutrient-rich food options.
Watermelon reached 75% of US households with 5.3 billion pounds consumed last year, offering excellent Vitamin C content while being 92% water for natural hydration.
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The research provides actionable insights into watermelon trends, highlighting how channel dynamics, purchase behaviors, and evolving shopper demographics are reshaping the category, giving industry partners a clear roadmap for growing watermelon sales across retail channels.
The category has added 7 million new purchasing households since 2021, with watermelon now in 75% of all U.S. households, generating $782 million in incremental purchases and pushing total category purchases to $3.2 billion - a 33% increase over the period.
While grocery remains the leading retail channel, Mass, Club, and Online channels are seeing new shoppers and growing at faster rates. The Club channel specifically represents an opportunity for merchandising tactics that boost volume per trip.
Watermelon growth is strong among smaller, higher-income, younger and more diverse households, while engagement among older households is also rising, allowing marketers to balance efforts between loyal Heavy shoppers and these emerging segments.
The NWPB has released a companion Marketing Guide designed to help translate channel and demographic trends into actionable steps that support category growth, available along with the complete research study on their website.
By tailoring strategies to the unique opportunities present in each channel and among evolving shopper demographics, retailers can strengthen loyalty, broaden penetration, and drive incremental trips and dollars through smarter decisions about marketing, merchandising, and promotions.
The complete research study and companion Marketing Guide are available at https://www.watermelon.org/audiences/industry/research/retail-research/
The NWPB is an agricultural promotion group established in 1989 to promote watermelon in the United States and abroad, funded by industry assessments, with a mission to increase consumer demand for watermelon through promotion, research and education programs.
This study builds on NWPB's initiative to invest in research that helps the industry grow the watermelon category, including previous Watermelon Attitudes and Usage and Watermelon Shopper Segmentation studies, providing comprehensive understanding of the evolving watermelon shopper landscape.
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