Tomato (Solanum lycopersicum L.) is one of the most important crops worldwide. Sensory quality of fresh market tomatoes is defined by numerous traits relating to appearance, flavour (taste and aroma) and textural properties. Widespread consumer complaints with the flavor quality of many modern commercial tomato varieties for fresh market have urged sensory quality to become a major breeding objective, and have also fostered the development of niche markets for heirloom, local or traditional varieties. In order to meet consumers’ demand, new breeding targets should be identified based on consumers’ preferences. To gain further insights into the factors underlying tomato sensory quality and driving consumers’ liking, within the framework of the European TRADITOM project (http://traditom.eu/), 17 traditional and modern fresh market tomato varieties, belonging to the typologies “Oxheart”, “Marmande” and “Round” were selected and different partially overlapping sets were grown and evaluated in France, Italy and Spain. Two different growing conditions were tested in France (soilless under greenhouse (HS) vs. soil under plastic tunnel (S)) and in Spain (open air (OA) vs. soil under greenhouse (G)), while in Italy the products were grown in soil under plastic tunnel, and were evaluated at two different ripening stages. In each country fruit quality was assessed at three levels: objective description of sensory properties by trained panels, consumer preference tests and physico-chemical measurements. To determine how consumers perceived the sensory characteristics of the different products, after the overall liking (OL), they were asked to answer a Check-All-That-Apply (CATA) survey, with 24 questions related to fruit appearance, flavor and texture. Principal component analysis (PCA) was carried out to describe the relationships between physicochemical and sensory variables and to identify sample groups. Overall a strong genotype effect on consumer OL was observed; while the effect of different growing conditions on OL was not significant. Correspondence Analysis run on the contingency tables of CATA attributes from each country allowed finding associations between tomato varieties and CATA attributes. Finally, transcriptional profiling of selected genes was conducted on all the samples by a mid-throughput Fluidigm RT-PCR platform. The main sensory and transcriptional profiling results will be discussed. This work was supported by the European Commission Horizon 2020 program (TRADITOM grant agreement no. 634561).