The humble tomato is undergoing a seismic shift in British kitchens as consumers increasingly seek out colourful, premium varieties that promise a more exciting eating experience. According to Worldpanel by Numerator, the UK's £1 billion-a-year tomato market has seen overall sales rise by 3% in the year ending 14 June 2026 – but it's not just any old increase.
While the broader market is growing at a modest pace, sales of 'non-red tomatoes' – encompassing yellow, orange, green, purple, brown, and striped varieties – have surged by an impressive 21% this year alone. Over a two-year period, these colourful options have more than doubled in sales to £50 million, demonstrating a clear appetite among UK shoppers for novelty and variety.
The trend is equally evident in the rise of premium cherry-on-the-vine tomatoes, which are poised to overtake the classic round salad tomato in annual sales for the first time. Although the traditional round variety still commands the largest share with £190 million in annual sales – albeit £5 million below 2025 levels – its popularity is waning. In contrast, premium cherry-on-the-vine varieties have gained £16 million, reaching £180 million and projected to surpass the classic round this year.
UK growers are rapidly adapting to these evolving tastes, with suppliers like Evesham Vale Growers allocating 20% of their growing area to new colourful varieties. Paul Faulkner notes that consumers are now accustomed to tomatoes not being exclusively red, and highlights improvements in seed breeding which have led to new varieties offering both appealing aesthetics and superior taste.
Supermarkets are capitalising on this trend by offering larger, more varied boxes of British tomatoes – often providing better value per kilogram than smaller packs. Waitrose, for instance, has seen a 22.5% increase in sales of its £5 heritage tomato collection box compared to last summer. According to Simon Conway, Chair of the British Tomato Growers’ Association, this wider colour choice has injected excitement into what was once a 'boring' market.
Producers like Isle of Wight Tomatoes are further underscoring this shift by offering an incredible 55 varieties annually through online subscriptions and retailers such as Marks & Spencer and Ocado. Managing Director Paul Thomas attributes the company's significant growth – including an 86% year-on-year increase in sales through Ocado – to its ability to cater to increasingly discerning consumers seeking out premium, high-quality products.