Podcast: Assitol, trends and challenges for olive oil in large-scale retail

In 2024, the sales of extra virgin olive oil in large-scale retail and discount stores reached 1,45 billion euros, accounting for 2% of the entire food sector. The private labels, or retailers’ own brands, have an increasingly significant share and in October 2024 held a share of 34,7%. Italians’ long-standing preference for EVOO over other categories is confirmed, thanks to greater awareness of quality. 

However, the effects of inflation and rising prices have strongly influenced purchasing decisions: many families have reduced volumes or opted for lower-priced segments and private-label products, while still maintaining their focus on quality. This phenomenon has not diminished EVOO’s central role, which remains the benchmark on the shelves. 

At the same time, attention to sustainability and traceability is growing: more and more consumers are rewarding certifications such as organic andcontrolled origin. Certified products are gaining market share and encouraging producers to invest in transparent and sustainable supply chains, while also facing new challenges in competitiveness and communication. 

Finally, the sector’s digital transformation is intensifying: e-commerce is establishing itself as a complementary channel, with purchasing dynamics often different from those in physical stores. Online, consumers favour offers, larger packs or niche products. Producers are responding by investing in digital platforms and strategies to reach an increasingly informed and connected audience. 

We discussed this with Anna Cane, president of Assitol’s Olive Oil Group. 

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.