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—Blends with local fruits drive demand amid rising heat
BeNewz Report
ISLAMABAD: As temperatures rise sharply across Pakistan, watermelon-based juices mixed with locally grown fruits are emerging as a popular and affordable refreshment, especially in urban markets and roadside stalls.
Vendors in cities like Lahore, Karachi, and Rawalpindi report a noticeable surge in demand for fresh watermelon juice, often blended with seasonal fruits such as mango, falsa, lemon, and mint. The combinations are not only appealing in taste but also offer a cooling effect during prolonged heatwaves.
Pakistan experiences extreme summer temperatures, often exceeding 40°C in plains during May and June. According to the Pakistan Meteorological Department, the frequency and intensity of heatwaves have increased in recent years, driving consumers toward natural hydration options.
Watermelon, which is widely cultivated in Punjab and Sindh, remains one of the most accessible summer fruits. Farmers say the fruit’s high water content, nearly 90%, makes it ideal for juice production and daily consumption. Wholesale markets in Multan and Rahim Yar Khan serve as major supply hubs, ensuring steady availability across the country.
Juice vendors are innovating by combining watermelon with other indigenous fruits to attract customers. A common blend includes watermelon and falsa, a tangy berry known for its cooling properties. Another popular mix pairs watermelon with mint and lemon, offering a refreshing taste that appeals to younger consumers.
In Karachi’s Saddar area, roadside stalls display colorful combinations of juices in large glass containers, drawing crowds throughout the day. Vendors say customers increasingly prefer natural drinks over carbonated beverages, citing both health and cost benefits.
Nutrition experts support this trend, noting that watermelon is rich in vitamins A and C, while fruits like mango and falsa add antioxidants and electrolytes. These nutrients help combat dehydration, fatigue, and heat-related illnesses, which are common during peak summer months.
According to data from the Pakistan Bureau of Statistics, fruit production in the country has remained stable in recent years, with watermelon and mango among the top seasonal outputs. This availability helps keep juice prices relatively affordable compared to packaged drinks, which have become more expensive due to inflation and import costs.
The shift toward fresh juices also reflects changing consumer behavior. With rising awareness about health and wellness, many households are opting for homemade or freshly prepared beverages instead of sugary sodas. Blenders and juicers have become common kitchen appliances in urban homes, further supporting this trend.
Street vendors, however, remain the backbone of the juice market. A single glass of watermelon-based juice typically costs between Rs100 to Rs200, depending on location and ingredients. This affordability makes it accessible to a wide segment of the population, from daily wage earners to office workers.
Farmers and traders say the growing demand has created new income opportunities. Seasonal fruit sellers are expanding their offerings, while some vendors are experimenting with innovative recipes to stand out in a competitive market.
However, challenges remain. Experts warn about hygiene standards at roadside stalls, urging authorities to ensure proper food safety practices. Clean water, sanitized equipment, and proper storage are critical to prevent contamination, especially in extreme heat.
Climate change is also influencing production patterns. Irregular rainfall and rising temperatures can affect crop yields, potentially impacting supply in the long term. Agricultural experts emphasize the need for better irrigation and storage systems to maintain consistent fruit availability.
Despite these challenges, the popularity of watermelon-based juices continues to grow. Social media platforms have further amplified the trend, with vendors showcasing colorful juice combinations and attracting younger audiences.
As Pakistan navigates hotter summers and rising living costs, simple, locally sourced solutions like watermelon and mixed fruit juices are proving both practical and appealing. The trend not only supports local agriculture but also offers a healthier alternative in a market increasingly conscious of nutrition.
With summer intensifying, vendors expect demand to rise further in the coming weeks. For many Pakistanis, a chilled glass of watermelon juice blended with seasonal fruits is not just a refreshment, but a daily necessity in the face of relentless heat.
