Shifting Tides: Moroccan Tomatoes Outpace Spanish Competitors in the British Market

Fresh Tomato

United Kingdom

Published Mar 28, 2024

Moroccan tomatoes have grown significantly in market share over the last five years, surpassing Spain as the top tomato supplier to the UK. Morocco sold 67.42% more tomatoes than Spain in 2021, with a projected increase to 84.92% by 2023. Despite a 10.79% decline in overall tomato imports to the UK between 2014 and 2023, the value of these imports has grown. Spain's extreme heat has reduced domestic supply, while decreased Moroccan tomato exports exacerbated the situation, putting pressure on Spanish pricing. However, preliminary data indicate a rise in Andalusian tomato shipments in Jan-23 to-Feb-23. Pressured by increasing volumes of fresh tomatoes from Morocco, Spanish farmers want better administrative processes and mirror provisions to combat unfair competition. The EU has determined that tomatoes and melons from Western Sahara must be branded as such, which affects Moroccan tomato marketing and exports. Still, expectations are that Morocco will continue its dominance in 2024.

Figure 1: Top Trade Flows of Moroccan Tomatoes Exports

Source: Tridge

The Moroccan tomato market has undergone significant developments, particularly in its competition with Spain and its impact on the British market. Moroccan tomatoes have undergone tremendous development, with an 18.86% market share increase over the last five years, reaching an export volume of 491,910 metric tons (mt) in 2023, according to Horotinfo. Morocco has surpassed Spain as the leading tomato supplier to the United Kingdom (UK), a trend that has been growing over the past three years. In 2021, Morocco sold 67.42% more tomatoes than Spain, a difference that increased in 2023 to 84.92% more. Despite a 10.79% decrease in total tomato imports to the UK from 2014 to 2023, the trade value of these imports has increased. This shift reflects changing trends in tomato imports to the UK, with Morocco gaining a competitive edge.

Figure 2: Tridge Price Indices and Forecasts for Fresh Tomato in Spain

Source: Tridge

In recent events, Spain's tomato prices from Almeria have been affected by intense heat, stressing plants and reducing production. Consequently, Moroccan tomato exports decreased significantly, putting pressure on Spanish prices. Despite expectations of staggered harvests, the anticipated cold weather did not occur, leading to a decrease in Andalusian tomato exports. However, preliminary data shows an increase in Andalusian tomato exports in Jan-24, compared to the previous year. The average price for tomatoes improved in W10, with the sector anticipating a decrease in Moroccan supply. Spanish farmers have protested against the unfair competition from third countries, including Morocco, with more lenient requirements for their products entering the European Union (EU). Spain has lost market share to Morocco in supplying tomatoes to the EU, a situation exacerbated by decreased Dutch sales and growth in Moroccan and Turkish tomato exports to the EU. Spanish farmers are demanding better administrative processes and the implementation of mirror clauses to address these inequalities.

Although Morocco’s competition faces predicaments, another issue is emerging for tomato traders. The EU has ruled that tomatoes and melons from Western Sahara must be labeled as originating from Western Sahara, not from the Kingdom of Morocco. This decision stems from the EU considering Western Sahara as a separate territory from Morocco. The case highlights the importance of correct labeling to protect consumers and address market disruptions. This ruling could have implications for the marketing and export of Moroccan tomatoes, especially regarding consumer perception and regulatory compliance. Nevertheless, Tridge anticipates that Morocco traders will further solidify their presence on the UK and EU markets in 2024.