British tomato buyers shift from classic red to coloured and vine varieties
8 reported
Sales of non-red tomatoes in Britain have risen 21% this year, outpacing the overall tomato market, according to Paul Faulkner of Evesham Vale Growers. The category includes yellow, orange, green, purple, brown and striped varieties now common in supermarkets. Grower Evesham Vale has diverted 20% of its growing area to an orange, cherry, on-the-vine variety. Data from Worldpanel by Numerator shows Britons spend just over £1bn annually on tomatoes, with sales up 3% in the year to 14 June. Premium cherry-on-the-vine tomatoes are on track to overtake the classic round salad variety in sales this year. Classic round tomatoes remain the biggest seller at £190m annually, but sales are about £5m below 2025 levels, while cherry-on-the-vine has gained £16m to £180m. Over two years, non-red tomato sales have doubled to £50m. Waitrose reports sales of its £5 heritage tomato collection box are up 22.5% on last summer. Isle of Wight Tomatoes, which produces up to 55 varieties a year, has seen its Ocado sales rise 86% year on year.
What’s reported
Non-red tomato sales in Britain are up 21% this year.
Britons spend just over £1bn a year on tomatoes.
Overall tomato sales are up 3% in the year to 14 June.
Classic round tomato sales are about £5m below 2025 levels.
Cherry-on-the-vine sales have gained £16m to £180m.
Non-red tomato sales have doubled to £50m over two years.
Waitrose heritage tomato collection box sales are up 22.5% on last summer.
Isle of Wight Tomatoes’ Ocado sales are up 86% year on year.
Key figures
Paul Faulkner, of Evesham Vale Growers
Simon Conway, chair of the British Tomato Growers’ Association
Paul Thomas, managing director of Isle of Wight Tomatoes
Sources: The Guardian
