WINTER SPRINGS, FL – Watermelon on menus has grown by 27% in the past four years, according to a recent MenuTrends Research study commissioned by the National Watermelon Promotion Board (NWPB) and conducted by Datassential. The biennial research program allows NWPB to identify trends in foodservice, furthering their goals of education and ideation assistance to maximize watermelon usage and distinguish menu items.
Watermelon has progressed from “Adoption” to “Proliferation” in the usage-menu adoption cycle as independent and chain foodservice operators alike are embracing watermelon’s uniqueyet-versatile flavor profile. Chefs can pair watermelon with salty, savory, bitter and umami.
“The versatility of watermelon is remarkable and underutilized. I love various cooking techniques like grilling or smoking and used in savory applications,” said Chef Dave Woolley, CD Culinary Approach. “In salads, it has tremendous presence and can even be used in a center of the plate capacity … it is excellent with grains, cheese and many vegetables and proteins.”
According to the study, watermelon is one of the fastest growing fruits featured on salads with more than 100% 4-year growth. Proteins most commonly menued with watermelon are chicken and pork. In addition to watermelon offerings trends, the research also helps identify opportunities for new, innovative usage.
“One of the advantages to working with the Watermelon Board is that we can assist operators with recipe ideation to optimize consumption based on research-backed consumer preference,” said Megan McKenna, Director of Foodservice at NWPB.
Additional research highlights include the following:
- Watermelon ranks 24th among most popular fruits and 20th among fastest four-year growth.
- Watermelon is most often found on all day menus and has seen the largest growth on dinner menus.
- With the exception of side items, watermelon is expanding across the menu with appetizers experiencing the most rapid growth.
- All regions of the U.S. are experiencing increased use of watermelon.
For more information or to request the full report, please contact Megan McKenna at mmckenna@watermelon.org.
About National Watermelon Promotion Board
States and in various markets abroad. Funded through a self-mandated industry assessment paid by more than 1,500 watermelon producers, handlers and importers, NWPB mission is to increase consumer demand for watermelon through promotion, research and education programs.
Watermelon is practically a multivitamin unto itself, with each serving providing an excellent source of Vitamins A and C and a good source of Vitamin B6 with only 80 calories. Watermelon consumption per capita in the United States was an estimated 15.9 pounds in 2016. Watermelon consumption in the United States was approximately 5.1 billion pounds in 2016 according to Agricultural Marketing Service, an agency within the United States Department of Agriculture. The United States exported an additional 348.7 million pounds of watermelon. For additional information, visit www.watermelon.org.
Source: National Watermelon Promotion Board
