Younger consumers love to eat watermelons, are highly aware of their health benefits and are open to new ways to eat the fruit.
That’s according to findings from the National Watermelon Promotion Board’s latest consumer research study, with specific insights on younger watermelon consumers.
The study examined the evolving preferences and behaviors of younger watermelon consumers (aged 18-34), according to a news release.
“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,” Stephanie Barlow, senior director of communications at the board, said in the release. “This age group’s enthusiasm for watermelon presents exciting opportunities for our industry to drive watermelon consumption.”
In particular, the study reported that younger consumers are more health-conscious, exhibit creativity in the kitchen and have more adventurous palates.
Highlights from the study show that younger watermelon consumers exhibit:
- An emphasis on health — Young watermelon consumers prioritize nutritious food choices in their diet, the study said, and are 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), the study found. Younger consumers view watermelon as a healthy and hydrating snack option, aligning with their wellness-focused lifestyles.
- Culinary creativity — Younger consumers 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 the study found. In comparison, 28% of the 55 and older age group agreed.
- Adventurous palates — The 18-34 age demographic is more adventurous when incorporating watermelon into meals, the study found, and are more open to trying unique watermelon preparations and flavor combinations than older consumers.
The findings of the study highlight the importance of understanding and catering to the diverse needs of consumers across different age groups, according to the release.
Related link: More information about the study and the NWPB’s consumer research initiatives
