Tomato consumer liking results from the interaction between the fruit's characteristics and human senses, shaped by diversity among consumers regarding physiology, culture and past consumption experiences. Rather than a unique preference, consumers can be segmented into different sensory clusters (sensoclusters). This study investigates European consumer preferences for general-supermarket tomatoes and compares them with preferences for renowned landraces in local markets. Based on the results of two focus groups, online surveys were designed to collect consumer preferences related to fruit external and internal appearance, ripening stage, odor, flavor and texture attributes. Preferences obtained from 2333 consumers revealed the existence of different sensoclusters. For the General Survey five sensoclusters were identified, and according to the sensory attributes enriched in each the profiles "tasty tomato" (22.9% of the surveyed population), "cherry-sweet tomato" (11.3%), "light-flavor tomato" (21.6%), "beefsteak-tomato" (31.2%), and "unripen tomato" (12.0%) were described. The most discriminant sensory attributes were the ripening stage, taste intensity, sweetness, typical tomato odor, hollowness, juiciness, and skin perception. General consumer preferences were also identified, such as the preference for fruits with calyx (75.4%), uniform green shoulder (73.1%), and medium sweetness (64.9%). For Bulgarian Oxheart and Valenciano landraces we identified three and two sensoclusters, respectively, indicating the need to diversify breeding efforts to meet consumers' expectations. By contrast, Montserrat landrace consumers are mostly included in a single sensocluster. Sensoclusters presented in this work can be translated in sensory ideotypes for plant breeding programs, with the aim of targeting specific consumer segments.