Key facts
- Sales of non-red tomatoes in the UK have grown by 21% this year.
- Premium cherry-on-the-vine tomatoes are expected to surpass classic round tomatoes in sales this year.
- The market for non-red tomatoes has doubled over the past two years.
- Newer tomato varieties offer improved taste alongside visual appeal.
- Consumers are increasingly confident in trying new food varieties and flavours.
The long-standing dominance of the classic round, red tomato in British diets is being challenged by a growing consumer preference for colourful and premium varieties. Sales of non-red tomatoes, encompassing yellow, orange, green, purple, brown, and striped options, have surged by 21% this year, significantly outperforming the overall tomato market growth of 3%.
Paul Faulkner of Evesham Vale Growers noted that consumers are now accustomed to tomatoes not being exclusively red. His company, a supplier to Sainsbury’s and Aldi, has responded by dedicating 20% of its growing area to an orange, cherry-on-the-vine variety. He highlighted advancements in breeding that have resulted in new varieties that not only look appealing but also offer superior taste, a significant improvement from earlier colourful but less flavourful options.
Data from Worldpanel by Numerator indicates that premium cherry-on-the-vine tomatoes are on track to surpass the classic round salad tomato in sales this year. While the round variety remains the largest seller with £190 million in annual sales, its popularity is declining. In contrast, premium cherry-on-the-vine sales have risen to £180 million, a gain of £16 million, while classic tomato sales have fallen by approximately £5 million. Over the past two years, sales of non-red tomatoes have doubled to £50 million.
Supermarkets are increasingly offering larger variety boxes of British tomatoes, which can be more cost-effective per kilogram than smaller packs. Waitrose reported a 22.5% increase in sales for its £5 heritage tomato collection box compared to the previous summer. Simon Conway, chair of the British Tomato Growers’ Association, suggested that the wider colour selection adds excitement to a market historically perceived as "boring."
Isle of Wight Tomatoes, which cultivates up to 55 varieties annually, sells its diverse range through online subscriptions and retailers like Marks & Spencer and Ocado. Managing director Paul Thomas explained that different colours offer distinct flavour profiles: orange tomatoes are fruitier, yellow ones are sweeter and less acidic, and brown tomatoes can have an umami taste. The brand's sales through Ocado have seen an 86% year-on-year increase this summer. Thomas attributes this shift to growing consumer confidence in food and a willingness to explore new tastes, particularly among those seeking flavourful, healthy options.