Supply Stabilises – Now’s the Time to Buy Smarter, Not Faster.
The 2026 tomato season is looking more stable, but it’s not necessarily any easier to navigate.
After a couple of years swinging from oversupply to correction, things have settled down. There’s enough product in the market, just not the excess we’ve seen before. That gives buyers more options but also means being more considered about where you buy from, what you pay, and who you work with.
Sources: WPTC, Tomato News, and our trusted supply chain
Take Your Time, But Plan Properly
Unlike previous years, there is less pressure to rush decisions.
- More time to benchmark suppliers and origins
- Greater ability to compare pricing and value
- But reliable supply still needs forward planning
Pricing: More Opportunities Emerging
The pricing environment is starting to ease in certain areas, but not everywhere.
- Prices expected to be flat to slightly softer overall
- Continued pressure on higher-cost regions like Europe
- More competitive offers from alternative origins
Europe: Reliable, But Expensive
Europe remains a key sourcing region, but cost pressures continue to build. This continues the trend seen in 2025, where weather and reduced planting tightened regional supply.
- Reduced planting in recent seasons
- High energy and fertiliser costs
- Ongoing weather-related risks
This continues the trend seen in 2025, where weather and reduced planting tightened regional supply
A More Balanced Global Market
- The market is balanced, with supply and demand more aligned.
- Global production holding around 39–40 million tonnes
- Well below the oversupply years of 2023 and 2024
- Buyers continuing to diversify sourcing across regions
Supply Is There, Just Not All in One Place
- Global volumes are stable, but supply is more spread out.
- Growth in Egypt and Turkey
- Lower output in parts of Europe
- China increasing, but not enough to shift pricing significantly
World Wide Overview
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Last updated 15/05/2026
Next Steps
This is not a shortage market, it’s a decision-driven market. You have more options than
last year, but also more variables to manage.
Avoid locking in too early, instead talk to the team today about your volumes so we can
find the right solution for you and your production by:
• Benchmarking across origins
• Use competitive regions to manage cost
• Keep flexibility as the season develops