The global tomato market is showing mixed dynamics, with production, acreage, and pricing trends varying widely between regions. In the Netherlands, tomato acreage is set to rise further in 2025, led by truss and cherry segments, while Belgian acreage declines. Prices at Belgian auctions stayed largely in line with the five-year average, with stable export flows to Spain.
In Italy, Sicilian production has been strong, especially for cherry tomatoes, though prices remain low and barely cover costs. Wholesale market prices are relatively stable across varieties, with beefsteak and plum tomatoes showing the widest range. In Germany, domestic prices remain below average as supplies from the Netherlands, Belgium, and Poland exceed demand. Moroccan imports in small packages are selling well, while Turkish products have largely disappeared from the market.
In Spain, the new tomato season begins with lower volumes and reduced acreage, while prices remain supported by stable supply and reduced disease pressure. In France, the tomato market is under pressure as weak consumption keeps prices at unprofitable levels for producers.
© Viola van den Hoven-Katsman | FreshPlaza.com
In North America, U.S. supply is tightening as local seasons end, with Mexico and Canada supporting availability. Demand has been weaker than in previous years, while a 17% tariff now applies to Mexican tomatoes after the suspension agreement ended.
In South Africa, tomato prices have dropped sharply to €0.26 per kg despite lower volumes caused by reduced Limpopo output. Weakened consumer purchasing power continues to weigh heavily on the market. In Morocco, the round tomato campaign is facing delays due to cold weather and slow plant development, creating uncertainty for growers.
Netherlands: Stable prices, rising acreage
Spring was particularly sunny, while the summer was at times very warm and dry. It is now almost autumn, and once again the rain has returned. In the unlit crops, the season is drawing to a close, and growers are doing their best to ripen the last tomatoes before switching crops. Early lit growers have already made this crop change and have their greenhouses full again. The same applies to autumn tomato growers, whose production will start around Christmas.
Working with ToBRFV-resistant varieties still takes some getting used to, even though several options are now available for almost every segment. The newer resistant varieties are often somewhat more vegetative and slightly less productive than their non-resistant predecessors. However, breeding companies continue to introduce improved varieties, enabling production figures from before the emergence of ToBRFV-resistant types to be reached again.
Another ongoing development is scaling up. The clear leader in acreage is Agro Care, especially following last year's merger with CombiVliet. Even the collapse of a greenhouse, currently being rebuilt, has not slowed the company. Several growers, like Agro Care, are also cultivating tomatoes in North Africa. Other examples include Schenkeveld and The Valley, who now grow snack tomatoes together in the Callystar project, and in Belgium, Den Berk Délice.
In the Netherlands, tomato acreage will increase by 180 hectares in 2025 to reach 1,910 hectares, according to preliminary figures. With 1,020 hectares, truss tomatoes represent the largest segment, with an increase of 100 hectares. Loose tomato acreage will rise to 370 hectares (+40), while cherry tomatoes will expand by 40 hectares to 520 hectares. In Belgium, acreage declined by 3% this year, mainly due to growers stopping production. As in the Netherlands, building new greenhouses is becoming an increasing challenge due to regulations and high costs.
This season, prices at the Belgian auctions, an important price reference, were largely in line with the five-year average. There were no major lows or highs, apart from a brief upswing in mid-August. Once again this summer, a significant export volume of tomatoes from the Netherlands and Belgium to Spain stood out. While growers in Spain are finding it increasingly difficult to cultivate tomatoes in extreme heat, growers in the Netherlands and Belgium are better able to do so in high-tech greenhouses.
Italy: Solid production in Sicily, mixed price dynamics
A major player in the Sicilian tomato industry notes that the past few weeks have been positive overall from a production perspective. Most of the island's summer output consists of cherry tomatoes, which benefited from favourable temperatures this year, except for one particularly hot week at the end of July. Yields in the fields have therefore been satisfactory. However, the commercial situation is less encouraging: prices are averaging between €1.30 and €1.40 per kg, which is barely enough to cover production costs.
In Italy's main wholesale markets, tomato prices remain relatively stable, with variations depending on type and origin. Italian cherry tomatoes are mostly priced between €2.20 and €2.50 per kg, while plum tomatoes range from €2.50 to €3.00 per kg. The price of beefsteak tomatoes varies depending on quality, from €1.20–€1.40 per kg for standard produce to more than €2.20–€2.30 per kg for premium categories. Round vine tomatoes, both Italian and imported (from the Netherlands), range from €1.50 to €1.70 per kg, with red varieties slightly more expensive than green ones. Prices are lower for elongated sauce tomatoes and ribbed types, averaging between €0.60 and €1.10 per kg.
According to YouGov data, 92% of Italian households purchase tomatoes. More than 9 out of 10 families buy fresh tomatoes for home use. Around 72% of households buy them at supermarkets, followed by almost 60% at discount stores, and a much smaller share at hypermarkets. Smaller outlets such as greengrocers and open-air markets are losing customers. Although tomatoes are purchased year-round, the highest buying activity occurs between March and September.
Germany: Domestic prices remain below average
Domestic growers started the 2025 tomato season with relatively low prices, and they still describe the current level as below average. For vine tomatoes, Dutch and Belgian supplies are currently the main sources. Availability has exceeded demand, causing prices to fall in many cases. For round tomatoes, Polish products have become more prominent on the wholesale markets, which has inevitably led to price reductions among Belgian competitors. Meanwhile, Turkish imports have lost much of their importance and have already disappeared from the market in some cases. In contrast, inexpensive Moroccan goods in small packages are selling briskly.
Spain: Lower acreage but stable prices
The Spanish tomato export campaign is beginning with low volumes, with higher availability not expected until mid-October. Cultivation is projected to decline by around 2% in Almería, with a reduction of 150 hectares, leaving a total of 8,050 hectares. At the same time, specialty tomato production is showing an increase.
The 2024/2025 campaign recorded favorable results across all commercial types, marking the third consecutive season with positive outcomes. This comes despite rising labor costs, ongoing international geopolitical tensions, and the return to regular production schedules in Central Europe.
Tomato prices during 2024/2025 have remained high, with an average above that of the previous season. The incidence of viral diseases decreased thanks to the use of resistant varieties, allowing overall supply to remain similar to the previous year. In Morocco, production has been affected by the spread of the tomato rugose virus, first detected in the Souss-Massa region and later in Dakhla, one of the country's main tomato-producing areas. This situation may have influenced the marketing opportunities for Spanish tomatoes.
France: Low consumption pressures prices
In France, the tomato market is facing very low consumption. The imbalance between supply and demand, with supply not excessive but still too high given the weak consumption, is leading to very low prices. Some operators have sold extra-grade tomatoes for between €0.90 and €1 per bunch, levels that are not profitable for producers.
Consumption remains limited due to the lack of promotions, while strikes have further reduced trade activity. The overall atmosphere, the current political context, and the gloomy weather are also contributing to weak demand. Product quality, however, is reported to be good.
North America: Local seasons end, demand weakens, tariff in place
Tomato supply in the U.S. is set to tighten as more local seasons come to an end. At this time of year, late crops from regions such as Michigan, New Jersey, and Tennessee continue until the first frost.
From Mexico, supply has been steady, while Canada has also been supplying the East Coast with strong volumes, particularly of greenhouse tomatoes. This has kept supplies of round and Roma tomatoes stable, though grape tomatoes remain in greater supply with lower prices.
As local seasons wind down, prices have begun to rise and are expected to continue strengthening. Meanwhile, demand has been weaker compared to previous years and is described as the lowest seen in a long time. Demand is expected to pick up as weather changes in the Midwest and East Coast bring the season there to an end.
From late October until mid-November, when Florida begins supplying tomatoes, demand will largely be met by Mexican product. This supply will now carry the new 17% tariff following the termination of the U.S.–Mexico Tomato Suspension Agreement.
South Africa: Prices fall despite lower volumes
Last August, the July frost had an acute impact on available volumes, and market prices quickly responded to the shortage. Potgieter notes that this marked the peak of the higher price band in which tomatoes had traded since COVID. This year is the first to show a return to lower, pre-COVID price levels. Last week, the tomato price dropped sharply to R5.35 per kg, equivalent to €0.26 per kg.
Throughout 2025, tomato volumes have been lower due to reduced output from Limpopo. Some Cape growers continued sending tomatoes to the market into July, and a Namibian tomato producer had its import permit reinstated after winning an appeal.
Despite lower volumes, prices remain depressed by the weakened economy. "People aren't prepared to pay more for food; they just can't afford to," Potgieter observes.
Morocco: Campaign delayed by cold weather
The upcoming Moroccan round tomato campaign is expected to face a delay of 15–20 days due to cold weather and insufficient sunshine in the Agadir region, which has slowed plant development and caused a shortage of healthy plants. The situation is compounded by difficulties in seed imports and saturated nurseries, leaving growers uncertain about whether to use traditional or ToBRFV-resistant varieties.
The delay mainly affects the normal cycle harvest of large round tomatoes, while segmented tomatoes and early round tomatoes remain unaffected. From a commercial perspective, this delay may be advantageous. As one exporter noted: "Weather conditions in Europe have been favorable so far, with good tomato production in terms of both volume and quality. We are seeing that the market is calm, and buyers' preparation for the upcoming campaign is not as busy as usual."
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