The evolution of consumptions and the competitive scenery

The use of olive oil is increasing. The introduction of its use in the families (about 98%) caused the increase of sold quantities through the use per capite; today each family consumes about 11 litres of virgin/extra virgin per year and about 7 litres of plain olive oil. It is also to be emphasized that 26 litres out of 100 litres of this product are bought as loose-oil; this is the evidence of the high rate of oil-sales.They are more and more overcoming plain olive oil sales in the last years. This trend reflects the need for quality in the field of food which theoretically should support business, too.

But this effect is lowered by a bitter price battle in the most important sectors, regarding extra virgin/virgin oils.It is evaluated that 50% of the sales derive from promotion, one of the highest percentages in the field of food. The decrease of consumer price allows plain olive oil to move to the sector of the virgin oil, thus limiting the difference of price and placing the products, belonging to this area, in a favourable relationship quality/price.