Watermelon: from food to cosmetics, an opportunity for brands and retailers
Watermelon isn’t just a summer symbol: it’s packed with hydration, nutrients, and versatility. From its health benefits to its use in the kitchen, in cocktails, or even in natural cosmetics, every part of this fruit can be put to good use. A true example of sustainability... and deliciousness!
From the U.S. to Germany: the fruit that brings the world together
Our Global Taste Map project revealed a surprising finding: watermelon ranks among the top three most loved fruits in a wide range of countries. Its popularity knows no borders: from the United States to Morocco, from Egypt to Germany, from Hungary to Malaysia, all the way to South Africa, watermelon delights the palates and tables of cultures that are vastly different from one another.
This global reach and cross-cultural appeal make watermelon a truly “international” fruit.
Let’s explore why it deserves a special place in both our fridge – and our glass.
A burst of freshness and nutrients
Made up of 92% water and with very few calories per 100 grams, watermelon is the ideal choice for anyone seeking a light, refreshing, and flavorful food. Nutritionally, its energy breakdown is as follows: 86% carbohydrates, 10% protein, 3% fiber, and 1% fat. It’s also rich in vitamin C, vitamin A, and minerals like potassium, calcium, and phosphorus (CREA, Alimenti Nutrizione; USDA, FoodData Central).
Seeds and rind: the “scraps” you didn’t expect
Often discarded, watermelon seeds are in fact packed with protein, vitamins, and minerals (Tabiri, B et al., 2016). In several countries, they’re turned into flour, crunchy snacks, or cosmetic oils, fully harnessing their nutritional potential.
Even the rind – which makes up about 30% of the fruit (compared to 68% pulp and 2% seeds) – is edible and consumed in many cultures. For instance, in Africa it’s dried, boiled, or fried, while in parts of the U.S. and Eastern Europe (Romania, Bulgaria), it’s eaten pickled (Oyeleke et al., 2012).
Natural cosmetics: hydration and anti-aging
Watermelon is gaining traction in the cosmetic world thanks to its hydrating, antioxidant, and anti-aging properties. It’s used in skincare formulas like face masks, serums, and soothing creams – ideal for skin stressed by sun exposure.
But what does a slice of watermelon really taste like?
A recent sensory study conducted on seven watermelon varieties revealed a rich and complex profile. A panel of trained tasters identified eight dominant descriptors that define the full watermelon experience on the palate.
Among the most notable sensations were the juiciness of the flesh and its refreshing quality that thirst-quenching feeling typical of summer fruits. Crunchiness played an important role, as did sweetness.
Some varieties also exhibited a slight mealiness – a texture that feels drier and more fibrous, less juicy. On the aromatic side, notes of ripe fruit and a melon-like scent were observed.
Among all these traits, certain ones proved especially effective in distinguishing between the different varieties. Visually, the color of the rind served as a significant indicator. In terms of taste, sweetness, acidity, crunchiness, mealiness, and the fruit’s refreshing quality acted as true sensory signatures, making each variety unique and easily identifiable (Ramirez, J. L., Du, X., & Wallace, R. W., 2020).
A versatile ingredient: recipes, cocktails, and more
According to a market study involving 850 participants, watermelon came out on top as the favorite ingredient for summer cocktails, with consistent appeal across all age groups (Summer 2025 Cocktail Report: The Drinks Guests are Craving Right Now).
In fact, watermelon is an unexpectedly versatile ingredient, starring in countless summer recipes and creative cocktails. Think Watermelon Margarita, Subak-hwachae (a Korean punch), Watermelon Vodka, or Watermelon Prosecco (popular in Italy).
And it’s not just for cocktails: watermelon works beautifully in fresh salads, especially when paired with salty or aromatic ingredients. A timeless favorite? Watermelon, feta, and mint, a refreshing, surprising combo that brings out a delightful sweet-salty contrast.
Fonts:
- Ramirez, J. L., Du, X., & Wallace, R. W. (2020). Investigating sensory properties of seven watermelon varieties and factors impacting refreshing perception using quantitative descriptive analysis. Food Research International, 138, 109681.
- Nadeem, M., Navida, M., Ameer, K., Siddique, F., Iqbal, A., Malik, F., ... & Javaria, S. (2022). Watermelon nutrition profile, antioxidant activity, and processing. Food Science and Preservation, 29(4), 531-545.
- Summer 2025 Cocktail Report: The Drinks Guests are Craving Right Now.
https://www.alimentinutrizione.it/tabelle-nutrizionali/007040
https://fdc.nal.usda.gov/food-details/167765/nutrients - Tabiri, B., Agbenorhevi, J. K., Wireko-Manu, F. D., & Ompouma, E. I. (2016). Watermelon seeds as food: Nutrient composition, phytochemicals and antioxidant activity.
