Younger Consumers Drive Culinary Innovation with Watermelon, NWPB Study Finds

The National Watermelon Promotion Board (NWPB) has unveiled new research that provides significant insights into the evolving preferences and behaviors of younger watermelon consumers aged 18-34. This demographic demonstrates a strong focus on health, culinary creativity, and adventurous palates, showcasing their enthusiasm for exploring new watermelon recipes and integrating the fruit into their dietary habits.

Key findings from the study indicate that younger watermelon consumers prioritize nutritious food choices and are more likely to seek advice about watermelon from nutritionists, dietitians, and doctors compared to older age groups. They demonstrate a heightened awareness of watermelon’s nutritional benefits, such as hydration and improved blood flow, viewing it as a healthy and hydrating snack option that aligns with their wellness-focused lifestyles.

The study also reveals that this age group embraces culinary creativity. They find joy in preparing food and are more inclined to experiment with new watermelon recipes, including savory dishes, desserts, and beverages like watermelon juice. Nearly 60% of younger consumers agreed that incorporating watermelon would increase their likelihood of trying a new recipe, compared to only 28% of those aged 55 and above.

Furthermore, the 18-34 demographic is more adventurous in their culinary endeavors, showing a greater willingness to try unique watermelon preparations and flavor combinations. This openness to culinary experimentation underscores their diverse tastes and suggests growing popularity for watermelon as a versatile ingredient in modern cuisine.

Stephanie Barlow, Senior Director of Communications at NWPB, commented, "Our research shows that younger consumers are using watermelon to drive culinary innovation and are embracing watermelon as a nutritious and enjoyable part of their lifestyles. This age group's enthusiasm for watermelon presents exciting opportunities for our industry to drive watermelon consumption."

The NWPB's consumer research study offers valuable insights into the preferences and behaviors of younger watermelon consumers. Their health-conscious choices, creative culinary endeavors, and willingness to embrace new recipes underscore this demographic's dynamic and evolving nature. The findings highlight the importance of understanding and catering to the diverse needs of consumers across different age groups.

For more information about this study and the NWPB's consumer research initiatives, please visit watermelon.org/research.

The National Watermelon Promotion Board (NWPB), established in 1989 and based in Winter Springs, Florida, promotes watermelon in the United States and various international markets. Funded by industry assessments from over 700 watermelon producers, handlers, and importers, the NWPB aims to increase consumer demand for watermelon through promotion, research, and education programs.

A serving of nutrient-dense watermelon provides an excellent source of Vitamin C (25% DV), a source of Vitamin B6 (8% DV), and is a delicious way to stay hydrated, with 92% water and only 80 calories per 2-cup serving. In 2023, watermelon consumption per capita in the United States was nearly 16.9 pounds, totaling nearly 5.6 billion pounds consumed domestically, with an additional 377 million pounds exported. For further information, visit www.watermelon.org.