In the winter of 2026, European supermarket shelves are increasingly featuring watermelons and mini watermelons from Brazil. For consumers, this may seem unexpected, as watermelon is traditionally associated with summer. However, from the perspective of global agri-logistics and trade, this development is entirely logical, writes EastFruit.
Europe Cannot Meet Year-Round Demand with Domestic Production
The European watermelon and melon market remains highly seasonal. Production is concentrated mainly in Spain, Italy, and France and peaks during the summer months, when European farmers cover most of the demand.
However, outside the season – roughly from October to April -Europe is forced to rely heavily on imports of fresh melons. Even with annual watermelon production of around 3 million tonnes, the region still depends on supplies from third countries.
Brazil — A Key Counter-Season Supplier
“The main competitive advantage of Brazil is the opposite seasonality. Harvesting takes place approximately from August to March, which almost perfectly matches the period of product shortages in Europe,” explains Kateryna Zvierieva, Development Director of the Ukrainian Horticulture Association (UHA).
As a result, Brazil successfully exports watermelons to Europe. During the winter months, European supermarket chains such as Lidl, Carrefour, Auchan, and Aldi offer seedless baby watermelons from Brazil at retail prices of €1.60–2.00 per kg. These fruits are aromatic, crisp, and perfectly sized – essentially a ready-to-eat format.
Brazil exports more than 200,000 tonnes of melons to Europe annually. In 2025, total exports of melons and watermelons from Brazil reached approximately 470,000 tonnes. Watermelons accounted for about 40% of this volume, with up to 93% of shipments destined specifically for Europe.
The main entry points are the Netherlands, the United Kingdom, Spain, and Germany, highlighting the crucial role of Northern European logistics hubs in redistributing fruit across the EU.
Seedless Mini Watermelon Exports Reach Record Levels
Exports of seedless mini watermelons from Brazil showed strong growth at the beginning of 2025, reaching historical highs in both volume and value. According to Comex Stat data, more than 24,000 tonnes were shipped to foreign markets in January alone — 9% higher than in December and 88% higher than in January 2024. Export revenue exceeded $14 million (FOB) for the month, representing a 68% year-on-year increase.
These figures mark the highest January export performance since Comex Stat began tracking statistics in 1997. A key growth factor was reduced production among traditional suppliers from Central America – Costa Rica, Honduras, and Panama – due to adverse weather conditions and production constraints. Industry sources also report declining cultivation areas in these countries.
By the end of the 2024/25 export season (August–January), shipment volumes had already exceeded the previous cycle by 35%, indicating continued positive momentum and the potential for further export expansion in the coming months.
Also see: Morocco’s watermelon exports recover, but still below record levels
Why These Fruits Can Remain Relatively Affordable
Despite intercontinental logistics, Brazilian suppliers remain competitive thanks to large production clusters, consistent quality, and well-developed logistics infrastructure.
Industry data also show steady growth in shipments. For example, exports continued to increase in 2024–2025 despite logistical and climate-related risks.
Outside the EU, Brazil primarily competes with Morocco, Turkey, and Costa Rica. Together, these countries account for around 77% of external watermelon supplies to the EU market. Nevertheless, Brazil maintains its market share due to stable volumes and reliable product quality.
“Today’s global supply model is relatively predictable and largely driven by seasonality. During the summer, the European market is predominantly supplied by domestic production. However, with the arrival of winter, the focus shifts to suppliers from South America, Africa, and the Middle East. In practice, this seasonal rotation of sourcing regions has already become a stable standard for the fresh fruit and vegetable market. Counter-seasonal production, large export volumes, and optimized maritime logistics make it possible to maintain stable supplies and competitive prices even in the context of intercontinental trade,” concludes Kateryna Zvierieva.
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