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Markets for Olive Products

World olive oil consumption is approximately 3% of total world edible oil market. World olive oil consumption is growing at 1.7% per annum.

Factors that are contributing to the increase in olive oil and table olive consumption in Australia include:

• Improved marketing by the International Olive Oil Council
• Recognition of the health benefits of using olive oil
• Increased use of take away and pre-prepared foods
• Increased dining out
• The Mediterranean diet becoming more popular
• Increased use of olive oil and table olives as ingredients
• Greater enjoyment of the flavour of olive oil

'Olive Oil'

Supermarket brand shares of the Australian olive oil market are as follows:

 

Brand Owners	Share of Market 1997 %	Brand Names
Bertolli (Unilever)	20.0	Bertolli
Meadow Lea (Goodman Fielder)	18.4	Olive Grove, Vetta. Crisco
Minerva	15.2	Dante, Lupi
Conga	9.3	Moro
Riviana	7.1	Always Fresh
Borges	6.5	Borges
Cantarella	1.9	Giralda
Private labels	16.4
Others (including Comapnia Olive Oil Co - Colavita)	5.2

(Source: The Australian Olive and Olive Oil Market – Trends and Opportunities. Ken Joiner, Market-Quest Consulting 1999.)

 

The Olive Industry - A Marketing Study

A comprehensive report on the current status of markets for olive products and the potential for Australia to enter the market.

The publication assesses the market potential for the Australian olive industry through:

• • Analysing the factors affecting international competition;
  • Assessing opportunities in Asian markets;
  • Forecasting the consumption and production of olive products;
  • Quantifying and qualifying the Australian domestic market; and
  • Developing a demographic profile of the consumers of olive products.

The report was compiled by DG McEvoy and EE Gomez.

The report is a result of collaboration between the Rural Industries Research and Development Corporation and the Queensland Department of Primary Industries.

For the full report go to www.rirdc.gov.au/reports/NPP/DAQ-210A.rtf

To purchase RIRDC publications go to www.rirdc.gov.au/pub/cat/contents.html

This link is provided with the kind permission of the Rural Industries Resaerch and Development Corporation.