The Tomato Price Rollercoaster

This article is based on the data from Euromonitor.

Since 2019, the global processed tomato market has transitioned through significant structural shifts. For industry decision-makers, understanding where the growth lies requires looking past global averages. By breaking down the Compound Annual Growth Rate (CAGR) from 2019 to 2024, first by broad regions and then through the specific markets we track, we can match historical performance against a strategic roadmap for the future.

The Macro Picture: Regional Disparities

A broad look at the CAGR from 2019 to 2024 reveals that growth is highly localized. When we group countries within their respective regions, we observe distinct velocities. While mature western markets show steady, single-digit annual growth rates, emerging regions are driving the speed of the global market. These regional benchmarks establish the macro economic climate under which local industries operated leading up to 2024.

Note: All the graphs presented here below are interactive, please explore the data by changing the selections.

Zooming In: The Markets We Track

When we narrow our focus strictly to the countries for which we have available data, a much more granular story emerges. This data highlights a clear split: on one side, we have steady markets with high, reliable sales volumes; on the other, we have fast-growing markets heavily hit by inflation, where prices behaved very differently up to 2024.

Looking Ahead: Portfolio Strategy and Future Forecasts

Understanding where we came from is only half the battle. To turn these historical growth rates into actionable business decisions, we map our key product categories onto a classic Boston Consulting Group (BCG) Matrix. This framework bridges the gap between past performance and future potential. By incorporating forecasted demand, the matrix helps identify which tomato categories will act as the reliable cash generators of tomorrow, and which emerging categories require strategic investment to capture the next wave of global growth.manufacturers during purchasing coverage negotiations.

Sources: Euromonitor, Analyses from Mathias Chatelard