Morocco strengthens its position in Europe’s tomato market

Thursday 01 - 21:21

Morocco is steadily reshaping its role in the European tomato trade, moving from a complementary supplier to a major competitor for established producers. The latest figures for the 2025/2026 campaign show the scale of this shift, with Moroccan shipments to the European Union once again exceeding those from Spain.

Morocco exported 493,326.9 tonnes of tomatoes to the EU during the campaign, compared with 475,803.2 tonnes from Spain, according to the European trade data cited for the period. Morocco therefore accounted for 17.74% of the total volume traded, remaining ahead of Spain for a second consecutive campaign. The Netherlands retained the leading position, supplying 773,448.8 tonnes, equivalent to 27.81% of the market.

A decade of contrasting trajectories

The latest figures are part of a longer-term transformation rather than an isolated change in rankings. Between the 2016/2017 and 2025/2026 campaigns, Moroccan tomato exports increased by 22.17%. Over the same period, Spanish volumes fell by 36.99%, while Dutch shipments declined by 18.4%.

Portugal has also expanded its presence, although its export profile differs from Morocco’s. A significant share of Portuguese tomatoes is destined for industrial processing and is therefore sold at lower average prices.

The figures point to a broader restructuring of European tomato supply, with production and sourcing patterns increasingly influenced by costs, seasonality, logistics and the ability of suppliers to maintain regular deliveries.

Morocco combines proximity and year-round supply

The European market handled around 2.78 million tonnes of tomatoes during the 2025/2026 campaign, with a total value estimated at €5.57 billion. Morocco accounted for close to one-sixth of the traded volume and generated more than €1 billion in sales.

The average value of Moroccan tomato exports stood at approximately €2.09 per kilogram, relatively close to Spain's €2.14 per kilogram. The limited price gap suggests that Morocco's expansion cannot simply be attributed to a low-price strategy.

Geographical proximity to Europe, established logistics networks, production during periods when European supply is more constrained and the ability to meet the specifications of major retailers have all contributed to the country's growing presence.

Earlier Eurostat data had already highlighted Morocco's importance among suppliers from outside the European Union. In 2022, the country represented 73.7% of EU tomato imports from extra-European suppliers in value terms, underscoring the depth of its integration into the European supply chain.

Growing pressure on Spanish producers

Morocco's expansion is occurring alongside structural challenges for Spanish agriculture. Producers in Spain face higher production costs, increasing pressure on water resources and the need to modernize parts of their agricultural infrastructure.

Spain nevertheless retains substantial advantages, including established production systems, technical expertise and deep-rooted relationships with European retailers and distribution networks. The changing balance therefore reflects not the disappearance of Spanish competitiveness, but a widening competitive field in which Mediterranean suppliers play an increasingly important role.

Water and regulation remain key challenges

Morocco's stronger position in the European market also comes with vulnerabilities. The country's tomato sector remains highly dependent on European demand, leaving exporters exposed to changes in trade rules, environmental requirements, consumer expectations and price fluctuations.

Water availability represents another strategic challenge. Expanding agricultural exports while preserving increasingly pressured water resources will require continued investment in more efficient irrigation and production technologies.

For Moroccan exporters, the next phase may therefore be less about increasing volumes and more about improving the value generated by each shipment. Product differentiation, traceability, efficient water management and diversification into additional markets could become increasingly important.

Morocco has strengthened its position in European tomato trade and has now surpassed Spain in export volume for a second consecutive campaign, according to the figures cited. The longer-term question will be whether this expansion can evolve into a more resilient and higher-value agricultural model, capable of combining export growth with resource efficiency and greater market diversification.