Casablanca – Over the past decade, Morocco has emerged as one of the most dynamic players in the global watermelon trade, particularly in the European market. Thanks to strategic investments in production quality, logistics, and compliance with international standards, the Kingdom has managed to significantly narrow the gap with long-established suppliers such as Spain and Turkey.

According to data from the United Nations COMTRADE database, analyzed by the agricultural platform Horto Info, Moroccan watermelon exports to France grew by an impressive 155% between 2015 and 2024. Shipments rose from 23.96 million kilos in 2015 to 61.13 million kilos in 2024, making Morocco the second-largest supplier to France after Spain. By contrast, Spain’s exports to France during the same period increased by only 4.87%, from 95.34 million kilos to 99.98 million kilos. Italy ranked third in the French market, with 19.45 million kilos in 2024.

Expanding footprint across Europe

France remains a cornerstone of Morocco’s watermelon export strategy, but the Kingdom’s reach extends to several other European destinations. In 2024, the United Kingdom imported 9.94 million kilos of Moroccan watermelons, positioning Morocco as its fourth-largest supplier after Spain, Brazil, and Costa Rica. Spain itself—despite being one of the largest global exporters—imported 28.7 million kilos from Morocco in 2024, reflecting the competitiveness of Moroccan produce in both quality and seasonal timing.

Moroccan watermelons are also present in emerging European markets such as Portugal, the Netherlands, and Eastern Europe, where seasonal demand and logistical efficiency play a significant role in supplier choice. These market gains have been supported by continuous improvements in irrigation systems, post-harvest handling, and packaging that meets strict European phytosanitary requirements.

Global trade context

On a global scale, watermelon imports in 2024 totaled about 3.91 billion kilos, with a market value of $2.49 billion. The average global price stood at $0.63 per kilo, though significant variations exist depending on market conditions. Sweden paid the highest average price ($0.87/kg), followed by the UK ($0.86), Austria ($0.85), and France ($0.80).

The United States remained the largest importer, bringing in 808.45 million kilos—more than 20% of global imports—mainly from Mexico (656.75 million kilos) and smaller volumes from Guatemala, Honduras, and the Dominican Republic. Germany ranked second with 474.34 million kilos, sourcing primarily from Spain and Italy, while Canada, China, and Poland also featured among the top importers. France, with 201.27 million kilos, accounted for about 5.15% of the global import market.

Sustainability and climate pressures

Despite the impressive growth, Morocco’s watermelon industry faces significant environmental challenges. The crop is known for its high water requirements, and the Kingdom has experienced prolonged drought conditions in recent years. In 2024, adverse weather and water-use restrictions led to a sharp drop in total exports. Between January and October 2024, Morocco shipped just 113,500 tonnes (113.5 million kilos)—less than half the volume recorded in 2023—valued at around $96 million.

This decline temporarily pushed Morocco out of the world’s top 10 watermelon exporters, after being among the top five between 2020 and 2023. The situation has reignited debates among agricultural experts, policymakers, and environmental groups about the sustainability of watermelon cultivation, especially in water-stressed regions.

Future outlook

Industry experts suggest that Morocco can maintain and even expand its position in the global watermelon market by adopting more sustainable production practices. Recommended measures include scaling up drip irrigation systems, shifting cultivation to areas with less water stress, and improving cold-chain and transportation infrastructure to reduce post-harvest losses.

Market forecasts indicate that demand for fresh, high-quality watermelons in Europe is likely to remain strong, particularly during the summer months. Trade agreements between Morocco and the European Union, coupled with Morocco’s geographic advantage and early harvest season, are expected to sustain competitive pricing and market access.

While climate risks remain a pressing concern, Morocco’s proven ability to adapt to shifting market conditions and its growing reputation for quality products position the Kingdom as a resilient and increasingly influential player in the international watermelon trade. The challenge ahead will be balancing market expansion with sustainable water management, ensuring that the country’s agricultural success does not come at the expense of its long-term environmental stability.