Category Analysis: Tomato Products
Canned tomatoes are convenient. They’re ideal for a quick sauce for your favorite pasta or pizza, and make a hearty base for soups. With many organic, non-GMO and low-sodium options, they are a pantry staple that meet today’s health-conscious and time-strapped consumers, which keeps them relevant. Recently, the Today Show reviewed canned tomatoes to see which would be “Nonna-approved.” Even celebrity chef Bobby Flay, when showing off his organized and bountiful pantry on TV, gave a shoutout to always stocking “good quality, San Marzano, Italian-style tomatoes.”
“The tomato category has been in a bit of a renaissance period over the past few years as new varieties have become available that deliver a really enjoyable eating experience,” confirmed Scott Ackman, Senior CM of Giant Eagle. “We prioritize being first to market with new and unique varietals to help us continue to drive category growth. During peak tomato season, we offer more than 40 different tomato SKUs and packs to help us appeal to our customers as they explore using different varietals for different recipes and occasions.”
Cristiano Villani, COO of Pomi USA, reported, “We’re seeing a few very clear shifts in how consumers think about food. First, health and transparency are no longer optional. Consumers want foods with real, inherent nutritional value, and they want to understand exactly what they’re eating. That aligns perfectly with Pomi’s core philosophy: just tomatoes, nothing else. Tomatoes are naturally rich in lycopene, vitamins, and phytonutrients, and they fit seamlessly into Mediterranean and plant-forward eating patterns that people are trying to sustain.”
He continued, “At the same time, the way people eat is changing. Traditional meals are breaking down, and we’re seeing more frequent, smaller eating occasions throughout the day. Snacking is replacing full meals, but consumers still want those snacks to feel nutritious and intentional. We’re leaning into the idea of tomato products as ‘snack enhancers,’ not just dinner ingredients. Things like tomato-based spreads, quick dipping sauces with herbs and spices, or savory toppings for toast and crackers open up entirely new usage occasions for the category.”
“Consumers seem to be more interested in trying different tomato varieties as they begin to explore specialty varieties that are taking them beyond the typical ‘red’ tomato,” stated Ackman of Giant Eagle. “We are also seeing some customers trade up from base varieties into the more premium options that deliver a better or more unique eating experience.”
Fueled by stricter regulations, economic pressures, and rising consumer health and environmental awareness— sustainability is another major trend in the food industry and in the category.
Cento features 1,000 authentic Italian-style products. According to their website, “Cento tomatoes are picked fresh only when ripe and are peeled using an all-natural, environmentally friendly steam peeling process that has been used in Italy for centuries.”
A core philosophy at Pomi is that sustainability is integral to product excellence, and great food deserves responsible packaging. Villani noted, “Consumers increasingly reward brands that make environmental responsibility tangible. Pomi’s plant-based packaging is a real innovation, not a claim, and our Italian farmer ownership model guarantees transparent sourcing and responsible manufacturing. That combination resonates strongly with today’s shoppers.”
“At Pomi, we see sustainable packaging as part of food quality itself, not just a corporate promise,” he continued. “Using plant-based and renewable materials is directly tied to product integrity, and we’re in a unique position to help move that conversation forward in the tomato category.”
The tomato industry has faced several challenges this past year, including trade disputes impacting prices, safety recalls for canned products, and ongoing water management issues for growers. Despite these challenges, the canned tomato market is projected to grow to USD 19.5 billion by 2032.
“In our experience, we have identified premium snacking tomatoes and private label offerings as two areas that are driving an immense amount of growth within the category. At Giant Eagle, we have a very strong private label presence in the category, which has enabled us to lean into the segment trends,” shared Ackman of Giant Eagle.
Many brands that consumers find on the shelf will have to adapt to the economic pressures. Two brands of note: DeLallo features only the finest quality tomatoes in all of their varieties. Tomatoes are vine-ripened for the ideal ruby red color and rich, ripe flavor. Dimitra is known for their sun-dried tomatoes that are processed according to ancient tradition. Time will only tell how premium brands will be affected by rising costs.
As more consumers tighten their pockets and reach for canned products, Pomi USA’s focus is shifting with the category. Villani commented, “Our top strategic focus in 2026 is to elevate and expand the tomato category by repositioning tomatoes as a modern, everyday wellness staple. That means premiumizing the category in a very intentional way, through clean-label leadership, new consumption occasions, and sustainability.”
