Syngenta's Massimo Enzo's presentation detailed some of the research that has been carried out by the company into the European tomato market and suggested that the growers who select the right varieties through a deep understanding of consumer requirements will win in the end.
Syngenta has conducted studies into tomato usage and consumer attitudes to the fruit. Penetration is extremely high across the major European markets. Some 85 per cent of UK consumers eat tomatoes at least once a year for instance, although that figure is far closer to the optimum in southern Europe.
The differing stages of maturity are creating a two-speed tomato Europe. Enzo suggested that in northern Europe "consumption is still increasing in terms of quantity and diversification, while in southern Europe, consumption is stable or slightly decreasing while diversification is booming. The south is a more mature market, but we belive that we are just at the beginning for segmentation in northern Europe".
Interestingly, despite the evident segmentation of the market in the UK, half of all purchases are still of standard round types, which said Enzo, illustrates the conservative nature of the UK consumer. Flavour tops the "reasons for eating" list in every country, but only 51 per cent of UK consumers put it first in their priorities. Usability was the primary focus for 15 per cent, 13 per cent felt availability was the number one influence on their purchasing decision and 11 per cent look first and foremost for the lowest price.
Research was carried out, said Enzo, "to generate concrete policy information to develop a simple but, at the same time innovative research and marketing strategy driven by consumer demands and preferences.
"The more highly diversified consumer markets require specific and characteristic taste and texture attributes and we are therefore trying to identify different tomato types for specific uses," he said. "Market volume is stable in Europe while its value is increasing and while price is important for commodities it is less so for specialities."
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