The tomato commercial groups cherry and fresh market, mainly classified by fruit size, have clearly segregated markets. We aimed to estimate the variation within and between these groups and to analyze factors that impact consumer acceptance. To this end, we studied the chemical profile (dry matter, sugars, acids) and fruit morphology (Tomato Analyzer) of 63 accessions grown in 2 environments (open air/soil culture; greenhouse/soilless culture). To identify traits underlying consumer preferences, we used a trained panel for quantitative descriptive sensory analyses and consumer surveys on a subset of genotypes. Our results confirm the higher content of reducing sugars (fructose, glucose), soluble solids, dry matter, and glutamic acid in the cherry group and the important effects of environment and genotype-by-environment interactions on fruit quality traits. The diversity within cherry for chemical composition is 1.4-fold to 2.1-fold that of fresh market. Differences in fruit morphological traits (weight, shoulder height, height/width relation) were highly related to fruit size, but no differences between groups were found for the internal structure of the fruit (locular relative content). Consumers value sweetness, glutamic acid, titratable acidity, and juiciness in cherry, and sweetness and taste intensity in the fresh market group. The implications for plant breeding are discussed.