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Morocco has firmly established itself as a key player in the European watermelon market, securing its position as the third-largest supplier to the European Union during the 2024/2025 export season. This milestone reflects the country’s strategic focus on expanding agricultural exports and capitalizing on shifting market dynamics within Europe.
Between August 2024 and July 2025, Morocco exported a total of 158,860 tons of watermelons to EU member states, representing 9.6% of the EU’s overall watermelon imports, according to trade data from Euroestacom (Icex-Eurostat). These exports generated an impressive €177.44 million in revenue, with an average price of €1.12 per kilogram—the highest among the EU’s major watermelon suppliers.
Over the past ten years, Moroccan watermelon exports to the EU have surged by 118%, significantly outperforming traditional suppliers whose export volumes have declined. Spain, for instance, experienced a drop of 18.2%, while Italy and Greece saw decreases of 6.1% and 14.9%, respectively. This shift highlights Morocco’s rising prominence as a preferred source of high-quality watermelons.
Despite the impressive growth, Spain remains the EU’s top watermelon supplier with 483,620 tons exported during the 2024/2025 campaign, accounting for 29.2% of total imports. Italy follows in second place with 184,940 tons (11.2%), while Morocco secures the third spot. Germany (120,500 tons) and the Netherlands (118,430 tons) trail behind, though much of their volume is attributed to re-export activities rather than domestic production.
In total, EU member states imported approximately 1.65 million tons of watermelons during the 2024/2025 season, with a cumulative value of €1.3 billion. The average import price across all sources stood at €0.79 per kilogram.
Morocco’s competitive advantage lies not only in export volume growth but also in its superior price performance. The average price of Moroccan watermelons exceeded that of Spanish exports by 33% (€1.12/kg vs. €0.84/kg) and surpassed Italian prices by 75% (€1.12/kg vs. €0.64/kg). This pricing power reflects a strategic pivot toward producing higher-quality fruit, supported by Morocco’s favorable climate, efficient logistics infrastructure, and the relative decline in competitiveness from Spain.
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If current trends continue, Morocco is well-positioned to maintain its status as the EU’s third-largest watermelon supplier and may soon challenge Italy for the second spot. The sustained rise in both volume and price suggests a growing recognition of Moroccan watermelons in the European market, driven by consistency in quality and a well-optimized export strategy.
Morocco’s trajectory in the EU watermelon market underscores its broader ambitions in the agricultural export sector, highlighting how targeted investments and strategic positioning can redefine traditional trade hierarchies.
