# Mealtime Melon Watermelon is adapted into new and familiar dishes for a healthful twist. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jul 4, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/mealtime-melon ## Key Figures - Trend score: 3.2/10 - Evidence articles: 4 ## What is the Mealtime Melon trend? **Mealtime Melon:** Given its versatility and power as a natural source of hydration, watermelon is being seen incorporated into any and all mealtimes, as well as into various new snacks. This progression highlights the creativity of health-driven consumers in adapting recipes to better reflect their wellness goals, while also reinforcing the proliferation of superfood trends in the era of online recipe sharing. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 20, 2016 to Jun 29, 2017 - Published: Jul 4, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Mealtime Melon trend ### Superfood Trend Watermelon is seen incorporated into various mealtimes, highlighting the popularity of superfood trends in the era of online recipe sharing. ### Wood-fired Cooking Restaurants are expanding their existing salad options by including ingredients cooked over wood-fired grills, presenting a disruptive innovation opportunity for businesses looking to introduce a unique, smoky flavor to classic dishes. ### Artisanal Snacks Artisanal food products, like Butterflies' Fine English Biscuits featuring fruit and flower ingredients, appeal to adults with a sweet tooth and are perfect for those looking to satisfy sugar cravings modestly. ## What the Mealtime Melon trend means for industry ### For Food and Beverage Business professionals in the food and beverage industry can reference the Superfood Trend and Artisanal Snacks trends to create unique and health-conscious products to target a growing consumer base. ### For Hospitality The Wood-fired Cooking trend presents an opportunity for businesses in the hospitality industry to introduce a unique, smoky flavor to classic dishes and elevate their menus for the discerning foodie market. ### For Health and Wellness All three mentioned trends offer opportunities for businesses in the health and wellness industry to target consumers looking for natural, nutritious, and tasty food options. ## Workshop question How can your product allow for elements of customization that empower consumers to use them in a way that reflects their lifestyle choices? ## Trend signals for Mealtime Melon Trend score 3.2 out of 10, from popularity 36%, activity 52%, freshness 8%. - Popularity: 36% - Activity: 52% - Freshness: 8% ## Examples of the Mealtime Melon trend 4 featured examples from Jul 20, 2016 to Jun 29, 2017. - [Summery Fire-Grilled Salads](https://www.trendhunter.com/trends/wood-fired-grill-salads): Applebee's New Wood Fired Grill Salads Feature Fresh Summer Flavors (Category: Lifestyle) Implication: Restaurants can explore creating innovative menu offerings using wood-fired grilling techniques and fresh ingredients. - [Summery Melon Yogurts](https://www.trendhunter.com/trends/watermelon-yogurt): Chobani's Watermelon Yogurt is Refreshing and Protein-Rich (Category: Lifestyle) Implication: Companies can leverage incorporating watermelon and other fruits into their products to expand their food and beverage offerings. - [Cheesy Watermelon Pizzas](https://www.trendhunter.com/trends/watermelon-pizza-recipe): This Watermelon Pizza Recipe Adds a Savory Element to a Summery Snack (Category: Lifestyle) Implication: This industry can capitalize on these trends by experimenting with new flavor combinations and working to meet consumer demand for healthy and unique dishes. - [Artisanal Fruit Biscuits](https://www.trendhunter.com/trends/english-biscuits): Butterflies' Fine English Biscuits Feature Fruit and Flower Ingredients (Category: Lifestyle) Implication: Opportunities for the growth of artisanal food companies in the biscuit market. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)