Italian extra virgin olive oil is becoming increasingly international and today reaches 160 countries, according to reports from Askaneews on March 3, 2025. Notably, 65% of the export value is concentrated within five main markets: the United States leads with a 32% export share, followed by Germany at 15.5%, France with 7.9%, Canada at 4.7%, and Japan at 5.3%. The findings were presented during the Sol2expo conference, which focused on the topic "The Olive Oil Market in Italy and Europe: Reality and Prospects," and it featured analysis from Osservatorio SOL2EXPO-Nomisma.
Performance between January and November 2024 highlighted remarkable growth for Italian olive oil, particularly thriving markets like Germany, South Korea, Australia, and Mexico. Germany boasted a remarkable growth rate of 58%, showcasing the increased appetite for this Italian staple, as the imports surged by 42%. South Korea stood out with even more impressive figures, reporting an astonishing 141% growth compared to previous years, leaving imports rising sharply at 86%. The Australian market also experienced transformational growth at 192%, indicating not just interest but also broadened acceptance of Italian olive oil on international tables.
On the volume front, the growth of extra virgin olive oil was equally noteworthy, marking increases of 82% in South Korea and 19.4% in Germany when comparing 2024 figures with those from 2023. The value of these exports to Seoul shot up by 152.6%, and to Berlin, by 68%. The impressive figures underline the rising demand for premium olive oil from Italy, shifting consumer preferences toward quality and authenticity.
Over the past 20 years, global olive oil consumption has grown slowly yet steadily, moving from 2.7 million tons to about 3 million tons. The study detailed how non-traditional olive oil-consuming countries have seen their consumption rise from 28% of the global market to 57%, showcasing shifting culinary trends where these countries have begun to incorporate olive oil more significantly across their kitchens. Consumption patterns reflect this trend, as the appetites of countries such as the United States have increased by 35% between 2014 and 2024, coupled with Brazil’s growth hitting 42% and France hovering at 6%.
Intriguingly, the consumption of olive oil has begun to decline within European traditional producers like Italy, Spain, and Greece. This decrease has prompted producers to strategically target non-European markets to sustain their export levels. The increasing globalization of dietary habits has contributed to these shifts, indicating how taste preferences evolve and how olive oil is marketed around the world.
Further evidences of growth are visible across South America and Asia, where imports have proliferated. Countries like Chile and Peru reported import surges of 15%, Colombia at 13%, South Korea at 12%, and Indonesia at 11% between 2013 and 2023. These numbers reflect how olive oil has become not just a European consumption phenomenon but rather, one embraced on global platforms.
Looking to the future, Italian producers are likely to adapt to this dynamic market environment to capture and maintain their share within the international trade. The burgeoning interest from nations previously outside the traditional consumption sphere provides both challenges and opportunities for them as they look to balance their domestic consumption declines with international demand growth.
With the ever-increasing health benefits attributed to olive oil—such as Mediterranean diet endorsements and growing nutrition awareness—it's evident this ancient product is carving out its place on dining tables around the world. Producers are compelled to innovate not just their products but also their marketing strategies to appeal to these new demographics. Such trends also indicate the broader need for adaptations within the olive oil industry to leverage its value-for-money proposition globally.
Italy’s position as the leader of quality extra virgin olive oil production is not just about sustaining existing markets but also about the strategic expansion of its global reach. The changes prompted by international consumers signal a remarkable shift, pushing producers to embrace this competitive edge, energized by increasingly diverse culinary traditions.
Overall, as the olive oil market charts this new course worldwide, the interplay of traditional practices against modern global demands creates potential for growth and innovation. The future of Italian extra virgin olive oil is set against the backdrop of changing tastes, heightened awareness of health benefits, and global preferences leaning toward premium quality products, allowing Italy to maintain its unique culinary legacy on the international stage.