Global Watermelon Market Analysis: A Comprehensive Price Study 2024-2025
In 2023, global watermelon production hit a record high, exceeding 104.9 million tonnes, with China, India, and Turkey leading the way. Europe also plays a vital role in production, with Spain, Italy, and Greece as the main contributors. The European Union alone produced nearly 3 million tonnes, with Spain responsible for almost half of that total.
However, there are significant price differences throughout the supply chain, from farms to retail, often leaving producers with only a small portion of the final retail price. In Europe, consumption trends are stable and slightly increasing, supported by warm weather and changing dietary habits.
Looking ahead to 2024–2025, the market outlook is optimistic, with anticipated growth in both production and consumption. Nonetheless, challenges such as climate change, rising input costs, and trade issues continue to pose concerns.
Global Watermelon Production: Scale, Geography, and Trends
Worldwide Production and Leading Countries
In 2023, global watermelon production reached a record 104,932,071 tonnes, reflecting a 1.83% increase from the previous year. The total area dedicated to cultivation grew to 3,042,931 hectares. China continues to lead the market, producing 63,821,300 tonnes, which accounts for over 60% of the world's total, across 1,488,028 hectares with an average yield of 4.29 kg/m². India and Turkey follow, producing 3,626,000 tonnes and 3,147,920 tonnes, respectively, though their yields and cultivation areas vary significantly. India’s average yield stands at 2.88 kg/m², while Turkey boasts a higher yield of 4.91 kg/m².
Other significant producers include Algeria with 2,507,140 tonnes and Brazil with 1,781,970 tonnes, along with several countries in Europe and North Africa. The increase in global production is driven by both the expansion of cultivation areas and enhancements in yield, thanks to technological advancements and favorable climate conditions in key regions.
European Production: Leaders and Trends
Europe produced nearly 3 million tonnes of watermelons in 2023, with Spain, Italy, and Greece as the main contributors. Spain alone accounted for approximately 1,168,930 tonnes, representing 45.4% of the EU’s output, followed by Italy with 751,570 tonnes (25.6%) and Greece with 319,000 tonnes (12.4%). Other EU producers include Romania and Hungary, though at much smaller scales.
Spain’s production is highly concentrated in regions such as Murcia and Andalusia, where favorable climatic conditions and advanced agricultural practices support high yields (up to 5.45 kg/m²). Murcia alone exported 125,114 tonnes in 2023, accounting for nearly half of Spain’s total melon exports.
Italy produced 751,570 tonnes in 2023, with a cultivated area of 15,170 hectares and an average yield of 4.95 kg/m². Italian production increased by nearly 95,000 tonnes in 2023, supported by expanded area and favorable weather. The main production areas are in the north (Lombardy, Emilia-Romagna) and south (Sicily, Apulia).
Greece produced approximately 319,000 tonnes in 2023, ranking third in Europe. The main cultivation areas are in the Peloponnese and Macedonia. Greek watermelons are a significant export item, especially to neighboring Balkan countries and Western Europe.
Other European producers, such as Romania and Hungary, contribute smaller but notable volumes. Romania’s production has declined in recent years, while Hungary’s remains stable and is expected to recover to 2021 levels. France and Portugal also produce watermelons, but their output is primarily for domestic consumption.
Top Traded Watermelon Varieties
The watermelon market features a wide array of varieties, each with distinct characteristics in terms of size, shape, rind pattern, and flesh color. However, three varieties dominate international trade, especially within and into Europe:
- Sugar Baby: Small, round, dark green rind, deep red flesh, highly sweet, preferred for individual servings and compact size.
- Jubilee: Large, oval, thick green rind with light stripes, deep red flesh, known for its excellent flavor and suitability for group consumption.
- Crimson Sweet: Medium to large, round or oval, light green rind with dark stripes, red flesh, valued for its balance of sweetness and texture.
These varieties are favored for their transportability, shelf life, and consumer appeal. In addition, seedless watermelons (often hybrids of the above) have gained popularity in recent years due to convenience and consistent eating quality. Regional preferences exist: Mediterranean markets usually demand larger, seeded varieties (e.g., Jubilee, Crimson Sweet), while Northern European consumers increasingly opt for smaller, seedless types.
Farmgate, Wholesale, and Retail Prices (2024)
Watermelon harvesting in Europe has just begun to influence market prices. There is a notable price gap between the farm gate and the retail. To analyze these prices, we focused on types rather than specific varieties, as detailed data on the top varieties is not available.
Farmgate Prices
Farmgate prices (the price received by producers at the point of sale, before transport and marketing costs) vary widely across producing areas. They are highly sensitive to supply-demand dynamics and production costs.
Greece:
Conventional watermelons in Greece are typically round or elongated and weigh between 8 and 15 kg, and the farmgate price ranges from €0.20 to €0.25 per kg. These are bulk, field-grown watermelons, mainly of the Crimson Sweet variety (striped, round, or oval), with both shapes being common.
Italy:
Standard watermelons in Italy, which can be elongated or round and usually weigh between 10 and 16 kg, have a farmgate price of €0.50 to €0.90 per kg. These are bulk, field-grown types, primarily Jubilee or Crimson Sweet varieties, with both round and elongated shapes present. Italy also produces premium mini seedless watermelons (Apirena), typically oval or round and weighing 3 to 6 kg, which command a higher farmgate price of €1.00 to €1.15 per kg.
Spain:
In Spain, conventional watermelons are both round and elongated, weighing 8 to 15 kg. The farmgate price is €0.15 to €0.20 per kg. These are bulk, field-grown watermelons, mostly Crimson Sweet or Jubilee varieties, with both shapes common.
USA:
Seedless watermelons in the USA, primarily from Florida and Georgia, are both round and elongated and weigh 6 to 10 kg. The farmgate price is €0.30 to €0.32 per kg, with most being seedless. Mini seedless watermelons, weighing 2 to 4 kg, are also available, typically at a higher price of approximately €0.80 to €1.00 per kg, though data is more limited and these serve a premium market.
India:
In India, traditional watermelons are primarily round or oval, weighing between 2 to 8 kg. Prices at the farm gate fluctuate significantly, ranging from €0.04 to €0.22 per kg, depending on local varieties and production volume.
Brazil
Although specific farmgate prices are not published as often, Brazil's wholesale prices, which serve as a close approximation, ranged from $0.55 to $1.03 per kilogram (about €0.51 to €0.96 per kilogram). The expansion of cultivated land and increased productivity have contributed to robust farmgate returns, particularly for growers focused on exports.
Australia
Seeded varieties, usually weighing between 5 to 10 kg and sold whole, are priced at about €0.50 per kilogram at the farm gate, translating to roughly AU$4 per fruit. Most of Australia's production consists of these large, seeded types.
Wholesale Prices
Wholesale prices are set at major European markets (e.g., Rungis in France, Milan in Italy) and reflect the price paid by retailers and foodservice operators.
European Markets
Warsaw in Poland serves as a key entry point for watermelons into Eastern Europe, with a diverse supply from Spain, Italy, Greece, and Morocco. In early season, Spanish watermelons are available at €0.39–€0.84/kg, reflecting standard quality and large volumes. Italian watermelons command a slight premium (€0.50–€1.00/kg), likely due to perceived quality or freshness. Greek imports are priced similarly to Italian (€0.45–€0.90/kg), sometimes slightly lower, while Moroccan watermelons compete in the early season at €0.40–€0.80/kg.
Rungis (France), the largest wholesale market in Europe, sets benchmark prices for the region. Spanish watermelons dominate during peak season at €0.70–€0.80/kg, with Morocco supplying similar types and prices during early and late seasons. Italian watermelons fetch a premium (€0.75–€0.90/kg), reflecting both quality and freshness advantages. Across all origins, the main varieties are Crimson Sweet and Jubilee, with conventional round or elongated shapes.
Berlin (Germany), a major northern European hub, mirrors French price dynamics. Spanish watermelons are the mainstay at €0.70–€0.80/kg during peak season. Italian watermelons again command a slight premium (€0.75–€0.85/kg), and Greek watermelons are available at €0.70–€0.80/kg, mainly during the seasonal window. The market consistently favors conventional types-Crimson Sweet and Jubilee.
There is a clear but modest price premium for Italian watermelons in both France and Germany, attributed to freshness or quality perception. Regarding origin, Spanish watermelons set the baseline price due to volume and reliability, while Moroccan and Greek watermelons fill early/late seasonal gaps. In addition, conventional types (Crimson Sweet, Jubilee) dominate across all markets and origins.
Non-European Markets
In the United States, wholesale prices for seedless watermelons (6–10 kg) range from €0.50 to €0.60 per kilogram, while mini seedless types (2–4 kg) command a premium, priced between €0.65 and €0.80/kg, with additional premiums for organic options. In India, conventional seeded watermelons (2–8 kg) are typically traded at lower prices, ranging from €0.10 to €0.33/kg, reflecting the most common varieties found in local wholesale markets. Brazil's market is dominated by large, conventional-seeded types (5–12 kg), which are priced between €0.51 and €0.96/kg. In Mexico, export-quality seedless watermelons (6–10 kg) are sold wholesale at prices ranging from €0.29 to €0.48/kg. In Australia, wholesale prices for whole, seeded watermelons (5–10 kg) range from approximately €0.50 to €0.72/kg, with these large-seeded types representing the bulk of domestic production.
European wholesale prices are tightly clustered, with Spanish watermelons setting the benchmark and Italian fruit often achieving a slight premium. Morocco and Greece fill market gaps with competitive pricing. In non-European markets, pricing reflects a broader spectrum. The United States shows differentiated pricing for seedless and mini seedless types, with clear premiums for smaller or organic fruit. India offers the lowest prices, driven by the high availability of conventional-seeded types. Brazil and Australia focus on large-seeded watermelons, with moderate to high price ranges, while Mexico serves as a competitive exporter of seedless varieties. Overall, origin and type (especially seedless vs. conventional) are the main drivers of price variation in both regions, but the European market is more diversified in terms of origins and relies heavily on conventional varieties.
Retail Prices
European Markets
In 2024, retail watermelon prices across Europe reflected a mix of origin, seasonality, and retailer strategy. Prices generally ranged from €0.61 to €1.60/kg in France, with the lowest prices found for Moroccan and Spanish imports early in the season, while French local watermelons commanded higher prices in mid to late summer. Leading French supermarket chains sourced both imported and domestic fruit, with notable premiums for organic or pre-cut options.
In Germany, retail prices typically fell between €0.92 and €1.40/kg. Discounters offered watermelons primarily from Spain, Italy, Greece, and Morocco, with Spanish watermelons dominating shelves during peak summer. The lowest prices were found at discounters, while organic and seedless types were more expensive.
Greece stood out with some of the highest retail prices in Europe, ranging from €2.95 to €5.90/kg, especially in major cities like Athens and Thessaloniki. The Greek market was almost entirely supplied by domestic production, particularly from the Peloponnese and Macedonia, with prices peaking early and late in the season, as well as for premium or organic fruit. In Poland, retail prices ranged from €1.50 to €2.50/kg, reflecting a supply mix of imports from Spain, Italy, Greece, Morocco, and local growers. Polish prices were influenced by both the cost of imports and the timing of domestic production cycles.
Non-European Markets
Retail watermelon prices in non-European markets during 2024 reflected a diverse set of dynamics shaped by local production, import flows, and consumer preferences. In the United States, prices ranged from €0.90 to €1.81/kg for whole seedless watermelons (6–10 kg), with higher price points for mini seedless types (€1.40–€2.00/kg) and pre-cut or organic products reaching up to €2.50/kg. The market was primarily supplied by domestic growers in Florida, Texas, and California, as well as imports from Mexico. Major retailers focused on seedless offerings, while added-value formats like pre-cut and organic watermelons commanded premiums due to convenience and higher handling costs.
In India, retail prices for conventional whole-seeded watermelons (2–8 kg), the most common variety available, ranged from €0.10 to €0.33/kg, reflecting high domestic supply and price sensitivity. In Brazil, large-seeded watermelons (5–12 kg) were typically sold whole or in large slices, with retail prices between €0.73 and €1.36/kg. Mexico offered competitive pricing for export-grade seedless watermelons (6–10 kg), retailing at €0.41 to €0.66/kg. Meanwhile, in Australia, whole seeded watermelons (5–10 kg) remained the dominant retail format, priced from €1.35 to €1.60/kg, while pre-cut options were significantly more expensive, ranging from €2.55 to €3.16/kg.
Overall, retail prices across non-European markets were influenced by the balance of domestic production and imports, as well as growing consumer demand for convenience, seedless varieties, and premium formats like organic and pre-cut watermelon.
Consumption Volumes and Trends
European Union Consumption
In 2024, watermelon consumption in the EU was approximately 2.8 million tonnes, representing a 14% decline from the previous year, though this followed a record high of 3.3 million tonnes in 2021. Consumption trends are generally stable, with a slight upward trajectory expected over the next decade. The market is forecast to grow at a CAGR of 0.8% in volume and 1.8% in value from 2024 to 2035, reaching 3 million tonnes and €2.1 billion respectively by 2035.
Drivers of Consumption
- Seasonality and Weather: Watermelon consumption peaks during the summer months, driven by hot weather and the fruit’s hydrating qualities. Heatwaves in Southern Europe have historically spurred demand spikes.
- Health and Lifestyle Trends: Growing consumer interest in healthy, low-calorie, and hydrating foods supports steady demand.
- Product Innovation: The rise of seedless and mini watermelons has broadened the consumer base, especially in urban markets and among younger demographics.
- Price Sensitivity: Retail price increases have a dampening effect on consumption, particularly in lower-income segments. The sharp rise in food inflation in 2023–2024 moderated demand in some markets.
Trade and Import Dynamics
The EU remains a net importer of watermelons, with imports nearly three times larger than exports in 2023. The main external supplier is Morocco, while the UK, Switzerland, and Norway are the primary non-EU destinations for EU exports. Greek watermelons are particularly prominent in the Balkan region, accounting for 68% of Bulgaria’s imports in 2023.
Market Outlook for 2024–2025
Production Prospects
The outlook for the 2024–2025 season is promising. Spain and Italy are likely to maintain or slightly increase their production levels, thanks to favorable weather conditions and a stable planted area. In Murcia, a vital region in Spain, producers expect to return to normal yields after a challenging 2023 season. Meanwhile, Italian production is projected to stabilize following a period of growth.
Price Expectations
- Farmgate: Prices are expected to face pressure due to high production costs and market competition. Input inflation—particularly for fertilizers, energy, and labor—remains a concern. However, some relief may come if energy prices stabilize. Rising costs for energy and fertilizers continue to impact profit margins for European producers.
- Wholesale and Retail: Wholesale prices are anticipated to remain strong, especially for premium and seedless varieties. Retail prices may see moderate increases, particularly for organic and specialty products, driven by ongoing consumer demand for convenience and quality.
Market Opportunities
- Product Differentiation: Seedless, mini, and organic watermelons are gaining popularity and commanding higher prices.
- Export Growth: Spain and Greece are well-positioned to boost exports, particularly to Northern and Eastern Europe.
- Sustainability: The adoption of water-saving technologies and biostimulants can improve yield and resilience, supported by recent EU agricultural initiatives.
Conclusion
The global watermelon market for 2024–2025 is marked by record-high production, dynamic international trade, and significant price differentiation across the value chain. Outside Europe, the United States, India, Brazil, Mexico, and Australia play pivotal roles, each shaped by distinct production systems and consumer preferences. The US and Mexico lead in seedless watermelon cultivation and exports, while India, Brazil, and Australia focus on large, seeded types for domestic and regional markets
Farmgate prices in non-European countries remain highly variable, lowest in India due to abundant supply and local market dynamics, and highest in Brazil and Australia, where export orientation and higher production costs prevail. In the US and Mexico, seedless and mini varieties command notable premiums at every market stage. Across all regions, the gap between farmgate and retail prices is most pronounced in developed markets, reflecting greater value addition through processing, packaging, and logistics.
Wholesale and retail prices remain robust, especially for premium, mini, and pre-cut watermelons, as consumer demand for convenience and quality continues to rise.
Consumption trends are stable and moderately increasing worldwide, supported by health awareness and evolving lifestyles. The market outlook is positive, with modest growth anticipated in both production and consumption. However, challenges such as rising input costs, climate variability, and evolving market structures persist. Sustained innovation in production practices, product differentiation, and sustainability initiatives will be critical for maintaining competitiveness and profitability in the global watermelon sector over the coming years.
Further Reading
Deep Dive in Kiwi Prices: A Comprehensive Price Study 2024-2025
Sources
FAO
Eurostat
FranceAgriMer (RNM)
Tecniche Nuove
https://www.cbi.eu/market-information/fresh-fruit-vegetables/watermelons/market-potential
https://www.indexbox.io/blog/watermelon-european-union-market-overview-2024/
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