In the past year there were 560 million meal occasions where canned tomatoes were eaten, up 4% year on year

17% of meals featuring them take place on Saturday

Canned tomatoes are eaten most frequently as part of a fried breakfast or with pasta in the evening

50% are eaten for practical reasons

17 to 44-year-olds over-consume canned tomatoes.

A partner for fried breakfasts and pasta

Consumption of canned tomatoes is split evenly between men and women aged over 16 (40% consumption each). While not the biggest canned tomato consumer group, men aged 25 to 34 are most likely to eat canned tomatoes compared with their consumption of total foods.

Consumption varies between weekdays and weekends. During the week, the evening meal is the most popular occasion while at the weekend canned tomatoes are most commonly eaten at breakfast. Partly driven by fried breakfasts, canned tomatoes are most likely to be eaten on a Saturday, representing 17% of total consumption.

As a result of competition with traditional meals, such as fish and roast dinners, canned tomatoes are least likely to be eaten on Fridays and Sundays, while consumption is split evenly through the rest of the week. Consumers eat canned tomatoes because they naturally complement other foods in the meal. Some 31% of consumers state enjoyment as the primary reason for eating vegetables and 37% of tinned tomatoes are eaten for this reason.

Gareth Shaw