Morocco’s Watermelon Triumph: Premium Prices and Soaring Exports Reshape European Market

Morocco is in the top 3 suppliers of watermelons to Europe, behind Spain and Italy, outpacing Germany, the Netherlands, Greece and Turkey. In terms of value, the Moroccan watermelon is in the lead, exceeding the average price of the Spanish watermelon (0.84 euros/kg) by 33% and that of the Italian watermelon (0.64 euros/kg) by 75%. This performance reflects the quality of the Moroccan product on a highly competitive European market, where the overall average price stands at 0.79 euros/kg for a total of 1.65 million tons imported and 1.3 billion euros in value during the 2024/2025 season.

Over the past ten seasons, while sales of Spanish, Italian and Greek watermelons have decreased by 18.24%, 6.12% and 14.9% respectively, Morocco has recorded a spectacular increase of +118%. This significant progress demonstrates the growing strength of the kingdom in this segment, even though Spain retains its leading position with 483,620 tons exported in 2024/2025 (29.22% of the total) for a value of 407.92 million euros at an average price of 0.84 euros/kg.

Italy comes in second with 184,940 tons (11.18% of the total), followed by Morocco, Germany (120,500 tons) and the Netherlands (118,430 tons), whose volumes are mainly based on re-export operations. Greece (111,390 tons) and Turkey (98,750 tons) close the list of the main suppliers.