IN-DEPTH analysis of the EU-UK retail tomato market, worth €8 billion

Retail turnover with fresh tomatoes 2023 in Europe surpasses 8 Billion euros according to AMI-informiert GfK and KantarWorldpanel. Hans-Christoph Behr, consultant and previous CEO of AMI-informiert agency shared at the First Morocco Tomato Conference in Agadir last month a “comprehensive analysis of the tomato market, its current obstacles and strategic responses in Europe and beyond”. According to the latest market data and estimates of the German agrifood market agency, Germany remains by far the number one retail market in Europe (EU-27 plus UK) by value with about €2,05 billion euros. France follows with retail market value of €1,29 million euros, Spain with €1,18 billion shopping spendings on fresh tomatoes, UK with €1,05 billion, Italy with €1.025 million. Poland follows €505 million, Netherlands 310 million, Sweden €250 million, Belgium €234 million, Austria €180 million and Denmark €134 million.

 

Spanish and Polish consumers rank first

When a comparison of the annual consumption of tomato by household is made, Spain ranks by far the first with 27,9 kilograms and €61,8 value, according to AMI, GfK and KantarWorldpanel. The top5 consumers who follow the ranking by volume are Poland 18,4Kg/year per household, France 13Kg, Italy 12,7Kg, Germany 12,7Kg, Belgium 11,1 Kg. If the value consumption by household is compared the ranking changes: Germany moves to the second place after Spain with 50,5 euros of annual expenditure by household, followed by Sweden and Denmark which equally spend €46,4, Belgium €45,2, Italy €40,1, Poland €39,9, The Netherlands €38,1 and UK €37.

 

The consumption of “small” or specially tomatoes largely differ

When comparing the share of consumption with smaller fruit like cherry and cocktail tomatoes the ranking of countries differs again and with bigger differences. Denmark leads the consumption of specialty tomatoes with 67% of “small” fruit in their basket, Germany comes second with 64% rate, Sweden 60%, UK 43%, Belgium 40%, The Netherlands 31%, France 30%, Italy 15%, Spain an estimated 10%. Consequently the price average per kilo of purchased tomatoes in each country will follow a similar ranking to the of consumption levels of small fruit.

 

40% price rise in 8 years

The countries having the higher price average are Belgium with €4,05 per kilo purchased, Germany second with €3,96/kg average, France €3,45. Poland (€2,03) and Spain (€2,24/kg average) are enjoying the lower price average. Other interesting trend is the fact that prices have almost increased 50% over a period of 10 years. €2,16/kg is the average retail price of the 5 countries mentioned on this last panel in 2015, against €3,03/kg average in 2023. It means a 40% increase over the last 8 years or a year-on-year average increase of 5%.

For more information about tomato consumption panels please write here.

 

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