<p>Consumers often criticize the flavour of tomatoes offered in conventional marketing centres, as they find them watery, flavourless and bland. One approach to improving fruit quality is identifying the sensory profiles of future genotypes, especially those for organic production systems. This study aimed to define a sensory ideotype for tomatoes by evaluating genotypes using the Preferred Attribute Elicitation (PAE) methodology in conjunction with physicochemical analyses. Tomato fruits from four experimental (1716, 1717, 1718, 1729) and three parental (BGT_16, CH, GA) genotypes were evaluated. Sensory evaluations were conducted with two groups: organic product consumers and general consumers. Organic consumers completed all stages of the PAE methodology, whereas general consumers participated only in the acceptance evaluation. Physicochemical analyses were performed on the remaining fruits from the PAE session. Six attributes were identified as most important for organic consumers: sweet taste, red colour, juiciness, chewing firmness, size, and sour taste. The BGT_16 genotype received the lowest sensory ratings among consumer groups due to its small fruit size, bitter and sour taste, low brightness, and low juiciness. The 1718 and 1729 genotypes, along with CH and GA parental, received the highest acceptance ratings among organic consumers, while 1717 genotype stood out among by general consumers. Therefore, 1718, characterised by sweet, juicy, and large fruits, 1729, distinguished by its sour taste and intense red colour and 1717, characterised by its mealy, soft at mastication, highly firm fruit and with high soluble solids are promising candidates for future tomato breeding programs and the organic tomato market.</p>