There are many inexplicable phenomena in the world of air travel: from jet lag to admiring the clouds from the window. But one of the most mysterious and lesser-known phenomena is the remarkable propensity of passengers to drink tomato juice in-flight—and only when it's offered free of charge. 

One amazing aspect of this phenomenon is that many people who rarely or never drink tomato juice in their daily lives order it in bulk while flying, especially when the airline offers it at no extra cost. Free tomato juice appears to be becoming a coveted in-flight delicacy, while demand plummets as passengers are asked to pay. 

Low-cost airlines have taken note of this strange trend and are responding by removing tomato juice from their retail menus. The reason for this lies in the actually low demand when passengers have to pay for the red drink. 

If it doesn't cost anything: tomato juice, please! 

As soon as the plane takes off, many travelers suddenly feel an unusual thirst for tomato juice, which they hardly feel in everyday life. But the curious thing is that this strange preference only occurs when the airline offers the tomato juice for free. Once passengers have to pay for the drink, interest disappears as quickly as it came. This phenomenon has led some low-cost airlines to remove tomato juice from their menus altogether. 

The mysteries behind the tomato juice mysticism 

There are several theories that could explain this strange behavior: 

Change in taste in the air: The dry cabin air and the low air pressure during the flight can affect the sense of taste. Some believe this increases appetite for savory and umami-rich flavors like tomato juice. 

Memories of vacation: TTomato juice is often associated with holiday and vacation memories. The smell and taste could bring back memories of sunny days and relaxation. 

Social pressure and habit: When other passengers order the tomato juice, some travelers might follow suit in order not to stand out from the crowd. 

The cost question: Free drinks on board are often limited. The perception of “free” could lead passengers to order more than they normally would. 

Several million liters are spent each year 

It is estimated that millions of liters of tomato juice are served by airlines worldwide every year. Some airlines, such as American Airlines, publish statistics on their tomato juice consumption. According to American Airlines, more than 2019 million liters of tomato juice were served on board in 1,7.  

With the introduction of paid catering on short and medium-haul routes in the economy class of the Lufthansa Group, the manufacturers are likely to have lost one of the largest European customers. The group was known to need a lot of tomato juice for the passengers. So well known that even TV documentaries have dealt with it. 

While some passengers wanted tomato juice on pretty much every flight before the start of the chargeable food and drinks, now the chargeable demand is kept within very narrow limits. The group thus saves a lot of money, but at the same time it has not succeeded in turning the customers' once high mood for tomato juice into a profitable business. 

Hardly any demand for tomato juice against payment 

However, some airlines have decided to remove paid tomato juice from their offerings. For example, low-cost airlines Ryanair and Easyjet do not offer tomato juice for sale on board. This shows that the economy in this case trumps the curious taste preferences of the passengers. 

The low costers mentioned are not isolated cases. Many carriers that switched from included food and drinks to paid catering naturally also had tomato juice on the menu shortly after the introduction. Due to a lack of demand, this then disappeared without a word, not with all airlines, but with many. 

In a world where air travel is becoming increasingly complex, the onboard tomato juice phenomenon remains an intriguing mystery. Whether it's because of changes in taste, holiday memories, or the power of freebies, one thing is certain: tomato juice at 10.000 meters has a very special appeal when it's free and apparently none at all when it's paid for must become.