The tomato market in the European Union (EU) is undergoing notable transformations, marked by significant changes in market shares among its main suppliers. According to a Hortoinfo report based on data from Euroestacom (ICEX-Eurostat), Morocco is emerging as a key player thanks to a remarkable increase of 72.71% in its exports over the last ten years, indicates The Economist in its edition of Monday January 13. At the same time, the Netherlands and Spain, historically leaders, recorded a drop in their export volumes.
Between January and October 2024, the EU imported 2.38 million tonnes of tomatoes with a total value of 4.03 billion euros, with an average price of 1.69 euros per kilo. Despite their dominant position, the Netherlands, leading exporters with 638,490 tonnes, and Spain, in second place with 460,380 tonnes, are seeing their market shares decline. On the other hand, Morocco, third supplier, stands out with 419,870 tonnes, representing 17.63% of total imports, according to the report.
One of Morocco’s strengths lies in the value of its exports. With an average price of 1.82 euros per kilo, Moroccan tomatoes are priced higher than those of the Netherlands (1.74 euros/kg) and Spain (1.72 euros/kg). Between January and October 2024, this performance translated into revenues of 764.76 million euros, placing Morocco very close to Spain, which generated 792.39 million euros despite a higher exported volume. . These data illustrate the move upmarket of Moroccan tomatoes, which increasingly meet the expectations of European consumers.
This Moroccan progression reflects complex regional dynamics. While the Netherlands and Spain saw their exports fall by 14.76% and 12.87% respectively over a decade, Morocco has established itself as a direct competitor to Spain. The Kingdom even surpassed the latter in terms of exported volume in 2021. This trend underlines Morocco’s capacity to adapt to developments in the European market and to diversify its exports to meet the growing needs of a booming market.
It should be noted that this data only takes into account direct shipments of Moroccan products. In reality, the presence of Moroccan tomatoes on world markets could be much more extensive, writes The Economist. Moroccan exporters mainly target historic European markets, such as France, the Netherlands and Germany. However, exports to new EU member states, such as Poland, the Czech Republic or the Baltic States, often pass through these countries. For example, imports of Moroccan tomatoes into Poland reached 30,000 tonnes between January and July 2024. Yet these volumes are often recorded in Moroccan statistics as sales to other European countries.
Morocco is also positioning itself as a leading player on the Polish market, particularly in the cherry tomatoes segment, thus strengthening its role in global tomato trade.
Par Walid Ayadi
01/12/2025 at 9:23 p.m.
