Growing trends on the UK tomato market discussed in Agadir.

Kantar Worldpanel analyst Laura Fry presented in Agadir the latest figures with the retail tomato market in the UK. Consumer spending in the British supermarkets reached over 1 billion euros over the last 12 months by March 2025. This represents a 6,5% increase from previous year. By March 2024 tomato spendings achieved €945,7 million, which makes an increase of 6,2% with previous year. This positive trend follows 2 years of decline by 0,9% and 3,2% in 2023 and 2022.

Record high spending with branded and premium tomato

Laura revealed a wide disparity of sales performance by value depending on the category. Premium and branded types of tomato grew the highest over the last 12 months, +13,2% and +9,1% respectively. Entry level tomatoes had opposite behavior with negative output of -5,9%, while loose and standard tomato remained stagnant, -0,8% and +1,3% change respectively.

Price the key driver since 2022

Purchase frequency and price have been the 2 major drivers of growing retail sales for core and staple tomato categories during pre-pandemic period until 2021. Since 2022 and the rise of inflation Kantar analysis shows price is temporarily the primary growth lever for core categories. As inflation pressures soften, frequency factor is expected to return, as shown in Kantar graph for the “Core” tomato segment.

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