Global olive oil consumption: trends and challenges 17 However, the recovery in production that began in 2024/25 – with volumes exceeding 3.5 million tonnes and a relative moderation in prices – gave a fresh boost to consumption, which exceeded 3.2 million tonnes, with prospects for consolidation in 2025/26. Thus, although cyclical volatility remains a significant challenge, the sector’s structural trend continues to be one of expansion, underpinned by solid foundation of demand, modernisation of production and international positioning. Quality, differentiation and growth in the higher-value market segments The second major trend defining the sector’s recent development is the sustained increase in the average value per tonne exported. This phenomenon is due in part to relative scarcity caused by lower output in certain growing seasons, but also to a deeper transformation of international demand. At the same time, there is a clear trend towards products with higher added value. Consumers are showing a growing interest in premium, organic and origin-certified products, which favours differentiation strategies based on quality, authenticity and a connection to the local area. Designations of origin and quality labels have become key tools for building trust, providing transparency and justifying positioning in higherprice segments. Added to this is the diversification of olive oil’s uses beyond the strictly culinary sphere. Its incorporation into the cosmetics and pharmaceutical industries, thanks to its moisturising and antioxidant properties, broadens business opportunities and reinforces its image as a versatile product with high functional value. This diversification also helps to reduce exclusive dependence on food consumption. The international market not only predominantly purchases extra virgin olive oil (EVOO), a genuine fruit juice which is Consumers are showing a growing interest in premium, organic and origin-certified products… Finally, growing awareness of traceability, sustainability and climate change is increasingly influencing purchasing decisions, espequite different from other vegetable oils, but also demands higher quality, differentiation and the intangible attributes associated with the product. As a result, the revaluation of EVOO has strengthened its positioning as a high value-added product in the global agri-food trade. In this context, the growing interest in healthy lifestyles plays a decisive role. The consolidation of the Mediterranean diet as an international benchmark dietary model, associated with cardiovascular benefits and a high antioxidant content, has reinforced the perception of extra virgin olive oil as a food that is not only delicious but also functional and preventive. This health aspect encourages consumption whilst simultaneously promoting value creation and commanding higher prices compared with other vegetable oils. cialy amongst young people. Consumers demand transparent information on the product’s origin, cultivation and extraction methods, and the environmental impact of production. Once again, olive oil is in a privileged position. The olive grove is a true domesticated Mediterranean forest that contributes to soil conservation, harbours biodiversity and captures CO₂ from the atmosphere, promoting a positive carbon balance of over 10 kg of CO₂ per litre of olive oil produced. This trend has encouraged more responsible and sustainable practices throughout the entire value chain, strengthening the sector’s reputation and consolidating competitive advantages based on sustainability. Taken together, these factors explain why extra virgin olive oil has moved away from competing solely on volume to increasingly competing on value. Its strategic positioning in global agri-food
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