WINTER SPRINGS, FLA. — This month, the National Watermelon Promotion Board (NWPB) shared its research on watermelon consumers ages 18-34.

“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,” said Stephanie Barlow, Senior Director of Communications at NWPB. “This age group’s enthusiasm for watermelon presents exciting opportunities for our industry to drive watermelon consumption.”

The study identified three top trends: health, creativity and adventure

1. An Emphasis on Health

“Young watermelon consumers prioritize nutritious food choices in their diet,” NWPB said. “They are also more likely to seek advice and information about watermelon from nutritionists, dietitians, and doctors compared to older demographic groups. Younger consumers also exhibit a heightened awareness of the nutritional benefits associated with watermelon consumption (for example, hydration and blood flow benefits). They view watermelon as a healthy and hydrating snack option, aligning with their wellness-focused lifestyles.”

2. Culinary Creativity

“Embracing their love for culinary exploration, this age group finds joy in preparing food and being creative in the kitchen,” NWPB said. “They are more inclined to experiment with new watermelon recipes, incorporating the fruit into savory dishes, desserts, and beverages like watermelon juice. Nearly 60% of this younger demographic agreed that including watermelon would increase the likelihood of trying a new recipe. In comparison, 28% of the 55+ age group agreed.”

3. Adventurous Palates

“The 18-34 demographic is more adventurous when incorporating watermelon into their meals,” NWPB said. “They are more open to trying unique watermelon preparations and flavor combinations than their older counterparts. This openness to culinary experimentation highlights their diverse tastes and points to the growing popularity of watermelon as a versatile and cravable ingredient in modern cuisine.”

For more information about this study and beyond, visit NWPB’s research page here.