Tomato juice market in Europe

Earlier Report Observations

The European unfermented tomato juice market grew significantly from 188.8 million L in 2018 to 304.1 million L in 2020. This expansion was primarily driven by rising health awareness and consumer preference for natural, functional beverages, trends that were accelerated during 2020 by the COVID-19 pandemic which increased demand for healthy, ready-to-consume products. Concurrently, product innovation and the entry of new players, particularly in the organic and premium segments, contributed to market growth, while evolving European labeling and food safety regulations shaped production and marketing strategies.

Market volume subsequently declined to 242.4 million L in 2021 and 159.2 million L in 2022. During this period, the industry focused on launching new product variants, including enriched and functional juices, and adapted to strengthened European regulations on traceability and environmental sustainability. The market also saw increased digitalization and a shift toward online sales channels, even as overall consumption decreased.

A recovery began in 2023, with the market rising to 189.1 million L. This rebound was supported by sustained consumer demand for premium, organic, and low-sugar options, alongside continued product innovations in health functionalities and sustainable packaging. The implementation of new European regulations governing labeling and food safety further influenced market dynamics. Factors such as supply chain adjustments and persistent demand for organic juices continued to shape the market environment into 2024.

Production tomato juice in Europe

In kind, 2017-2020, M l

Top producers of tomato juice, 2017-2020

World map of production of tomato juice, 2017-2020

Europe's tomato juice production has grown for the second year in a row. In 2020, the continent produced 293.7 million liters, marking a 9.1% increase from 2019. Looking at the period from 2017 to 2020, production rose by 22.5%, which translates to an average annual growth rate of 7.0%. The lowest production level was in 2018, at 188.8 million liters, when output fell by 21.3%. In contrast, 2019 saw the largest surge, with a 42.6% increase.

Annual dynamics of production in Europe in kind, 2017-2020, M l

Exports tomato juice from Europe

Exports in kind, K l

In 2020, Europe exported 48,927 thousand liters of tomato juice, representing a significant 52.8% jump compared to the previous year. From 2017 to 2020, exports grew by 41.7%, averaging 12.3% per year. The lowest export volume was in 2019, at 32,026 thousand liters, which saw a decline of 9.0%.

Annual dynamics of product's exports from Europe in kind, 2017-2020, K l

Between 2017 and 2020, Europe's tomato juice export structure was quite diversified. Kazakhstan accounted for 3.7% of exports by volume, Switzerland for 1.1%, and the United States for 1.0%. Together, these three countries made up just 5.8% of total exports, with no single nation dominating the market.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Europe in kind, 2017-2020

Exports in value, K $ US

After two years of growth, Europe's tomato juice exports in value terms experienced a decline. In 2020, export value stood at 52,670 thousand US dollars, down by 3.7% from the previous year. Over the 2017-2020 period, exports increased by 29.4%, with a compound annual growth rate of 9.0%. The peak was in 2019, at 54,689 thousand US dollars, following a substantial 26.7% rise in 2018.

Annual dynamics of product's exports from Europe in value, 2017-2020, K $ US

From 2017 to 2020, Europe's tomato juice exports in value terms reached a wide range of markets. Kazakhstan contributed 2.8% of the total export value, Switzerland 1.6%, and the United States 0.9%. Combined, these three countries represented only 5.2% of exports, while numerous smaller destinations made up the remaining 94.8%.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Europe in value, 2017-2020

Imports tomato juice to Europe

Imports in kind, K l

In 2020, Europe imported 44,299 thousand liters of tomato juice, a sharp 55.2% increase from the year before. However, over the 2017-2020 span, imports decreased by 7.4%, with an average annual decline of 2.5%. The lowest import volume was in 2019, at 28,548 thousand liters, which saw a steep 47.3% drop. In contrast, imports peaked in 2018 at 54,200 thousand liters.

Annual dynamics of product's imports to Europe in kind, 2017-2020, K l

From 2017 to 2020, Cyprus and Armenia were consistently the top sources for Europe's tomato juice imports by volume, together accounting for 1.1% of total imports.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Europe in kind, 2017-2020

Imports in value, K $ US

Europe's tomato juice imports in value terms fell for the second consecutive year. In 2020, import value was 48,440 thousand US dollars, a slight decrease of 0.8% from 2019. Over the 2017-2020 period, imports grew by 3.4%, with an average annual rate of 1.1%. The highest value was in 2018, at 56,541 thousand US dollars, which included a 20.7% increase. The largest decline occurred in 2019, with a 13.7% drop.

Annual dynamics of product's imports to Europe in value, 2017-2020, K $ US

Between 2017 and 2020, Armenia led as the primary supplier of tomato juice to Europe in value terms, holding a 0.6% share of total imports.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Europe in value, 2017-2020