CONSUMER ATTITUDES TOWARD FRESH TOMATOES

Tomatoes are the largest vegetable crop in Spain, accounting for 30% of the whole vegetable production.

About 600 thousand tons of the total production go to industry for processing, and about 1 600 thousand tons are consumed fresh. 84% of the total crop is consumed in the internal market and 16% goes to export markets.

The fresh per capita consumption of tomatoes in Spain is about 30 kg (Appendix 1).

The area devoted to tomatoes in Spain is spread all over the territory, the most important producing areas being the following:

• The Mediterranean coast and the Canary Islands, which mainly produce early tomatoes for internal and export markets.
• The Ebro region and Extremadura, with their main production going to processing and seasonal fresh consumption.
• The Interior regions producing mainly tomatoes for seasonal fresh internal consumption.

Tomatoes are produced in Spain all the year round:

• From January to May 16% of Spanish tomatoes are harvested.
• From June to September, 61%.
• From October to December, 23%.

The most frequent types of tomatoes produced are Marmande and several round type varieties.

Tomatoes are the most consumed vegetable in Spain. An analysis of the total tonnage sold in 13 central markets of MERCASA showed that tomatoes account for 150 thousand tons, 22% of the total vegetable tonnage sold in these markets (Mercasa, 1980).

Therefore, it was considered interesting to develop a research project in order to determine buying and consumption habits and attitudes towards fresh tomatoes and their substitution by canned tomatoes.

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