# Watermelon Substitute Chefs are using watermelon to substitute meat & fish in novelty dishes. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Jan 24, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/watermelon-substitute ## Key Figures - Trend score: 4.7/10 - Evidence articles: 4 ## What is the Watermelon Substitute trend? **Watermelon Substitute:** Culinary experts are expanding their plant-based menu options by introducing roasted and seasoned watermelon to their recipes as a substitute for meat or tuna. With an emphasis on texture and appearance, the use of watermelon as an alternative is mostly offered for a limited-edition run or as a secret menu item, as restaurants try to capitalize on its novelty. ## The consumer insight behind the Watermelon Substitute trend Consumers are delighted when they are met with creativity from the culinary industry, especially when the products are exciting and accommodating. While outlandish combinations make for an entertaining experience, many offerings in this space are invented to suit specific dietary restrictions. The diversity here does not only spike curiosity in consumers, but it also allows them to feel more included. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 8 to Jan 21, 2020 - Published: Jan 24, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Examples of the Watermelon Substitute trend 4 featured examples from Jan 8 to Jan 21, 2020. - [Plant-Based Tuna Alternatives](https://www.trendhunter.com/trends/plantbased-tuna): Island Poké Uses Watermelon to Mimic the Texture & Taste of Sashimi (Category: Business) Implication: The food and beverage industry could explore new opportunities in developing innovative plant-based alternatives. - [Spicy Watermelon Steaks](https://www.trendhunter.com/trends/watermelon-steak): TGI Fridays is Introducing a Meatless Steak for Veganuary (Category: Lifestyle) Implication: Restaurants that offer creative plant-based options can attract a wider range of customers, including vegans, vegetarians, and those looking to reduce meat intake. - [Fruit-Derived Vegan Tuna](https://www.trendhunter.com/trends/vegan-tunas): Wagamama Creates a Vegan-Friendly Tuna Dish by Using Watermelon (Category: Unique) Implication: Food manufacturers can explore the potential of using fruit-derived ingredients for meat substitutes and other plant-based products. - [Off-the-Menu Watermelon Hams](https://www.trendhunter.com/trends/watermelon-ham): Ducks Eatery Has Stirred Up a Frenzy with This Unexpected Dish (Category: Unique) Implication: Opportunities for restaurants and food companies to create buzz and differentiate themselves through innovative and eye-catching food items. **Workshop question:** What limited product/activation would be successful in spiking the curiosity in your consumer base? ## Themes within the Watermelon Substitute trend ### Plant-Based Alternatives Restaurants are using watermelon as a vegan alternative to meat and fish dishes. ### Innovative Culinary Experiences Culinary experts are introducing novel substitutes and plant-based ingredients to their menus to offer creative dining experiences. ### Texture and Appearance Emphasis By putting emphasis on the visual aspect of the dishes and the comparable texture, new products are introduced to mimic meat with inventive substitutes like watermelon. ## What the Watermelon Substitute trend means for industry ### For Food Service Industry Plant-based and vegan options are evolving at an unprecedented rate as the food industry seeks to expand its offerings for the diverse customers and maintain its innovative edge. ### For Plant-based Meat Industry The trend towards plant-based alternatives and substitutes to meat and animal products is driving the development of new plant-based meat alternatives for consumers. ### For Agriculture Industry As demand for non-meat products continues to grow rapidly and consistently, the innovation of new plant-based products puts pressure on farmers and food producers to adapt to the new market trends and changing needs of consumers. ## Trend signals for Watermelon Substitute Trend score 4.7 out of 10, from popularity 78%, activity 54%, freshness 9%. - Popularity: 78% - Activity: 54% - Freshness: 9% ## Recent trend clusters - [Pastry Echoes](https://www.trendhunter.com/protrends/holiday-treat-flavors) (Lifestyle) - [Rebuilt Nutrition](https://www.trendhunter.com/protrends/protein-supply-expansion) (Lifestyle) - [Calendar Consumption](https://www.trendhunter.com/protrends/holiday-limited-menus) (Lifestyle) - [Routine Compression](https://www.trendhunter.com/protrends/protein-powder-with-fiber) (Lifestyle) ## Trending in Lifestyle - [Temple-Mounted Health Wearables](https://www.trendhunter.com/trends/temple-mounted-health-wearables) - [Character-Inspired Holiday Candies](https://www.trendhunter.com/trends/character-inspired-holiday-candies) - [Korean-Inspired Convenience Menus](https://www.trendhunter.com/trends/korean-inspired-convenience-menus) - [Social Wellness Destinations](https://www.trendhunter.com/trends/sweat-and-tonics-new-yorkville) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)