The table olive market - Italy (2024)

1.2 The global market

The global table olive market was valued at $*.** billion in **** and is expected to grow at a compound annual growth rate (***) of *.* percent from **** to ****, reaching $*.** billion.

There is a growing awareness of the health benefits associated with olive consumption. Rich in antioxidants, vitamins and healthy fats, olives are a key component of the Mediterranean diet, widely recognized for its positive health effects. This awareness is prompting many consumers to include more olives in their daily diet. In addition to Europe, where olives are traditionally popular, regions such as North America and Asia-Pacific are also experiencing growing demand.

Global Market Value of Table Olives World, ****-****, in US$ billion MaximizeMarketResearch

World table olive production increased significantly between **** and ****. In ****/** production was **** thousand tons, while in ****/** it rose to ****, registering an increase of **.* percent. The increase has been gradual, peaking at **** thousand tons in ****/**, followed by a slight decrease in ****/**. These data show a general upward trend in global table olive production over the past decade, despite some fluctuations. Global table olive production World, ****-****, in thousands of tons InternationalOliveOil

From **** to ****, world table olive consumption decreased by **.** percent, from **** to **** thousand tons. This steady decline suggests a reduction in the interest ...

1.3 The Italian market

The sold production of table olives in Italy showed considerable variability between **** and ****. From **** to ****, the value increased by **.* percent, from ***.* to ***.* million euros. However, there were significant peaks, particularly in **** at ***.* million, followed by a slight decline in **** to ***.* million and a more pronounced decrease in ****. These figures indicate a strong fluctuation in the table olive market in Italy.

Sold production of table olives Italy, ****-****, in millions of € Istat

1.4 Imports and Exports

Olive exports from Italy between **** and **** showed some variability, starting at *.** million euros in **** and stabilizing around * million euros in the last three years. Imports, on the other hand, fluctuated more markedly, with a low of *.** million euros in **** and a peak of **.* million euros in ****, before reaching **.* million euros in ****. The coverage ratio, which measures the ratio of exports to imports, showed a decreasing trend, falling from *.** in **** to *.** in ****, peaking at *.** in ****. This indicates that despite the changes, imports continue to far exceed exports, with the trade balance worsening over the period.

Exports, Imports and Olive Coverage Rate Italy, ****-****, in millions of € UNComtrade

In ****, Germany was the main destination market for Italian olive exports, with ** percent. This was followed by France at ** percent, the Netherlands at * percent, and Denmark at * percent. Belgium, Spain and the U.S., on the other hand, were paired between * percent and * percent. The remaining markets, classified as "Others," cover ** percent of exports. Comparing these figures, Germany emerges as by far the most important, significantly behind the other countries. Main destination countries for olive exports Italy, ****, in % UNComtrade

In ****, Greece was by far the largest supplier of olives to Italy, accounting for **.* percent of ...

2.1 Overview of demand

The realized production of table olives in Italy showed significant fluctuations from **** to ****. In this period, production increased by ** percent from **,*** to **,*** tons. **** recorded the highest peak with ***,*** tons, an exceptionally high value compared to other years, while **** marked the lowest with **,*** tons. From **** to ****, a significant decrease in production is observed.

Realized production of table olives Italy, ****-****, in tons Istat

Production sold in **** was **,*** tons, falling to **,*** in ****. **** saw a recovery with **,*** tons. **** marked an extraordinary increase, reaching ***,*** tons, followed by a slight decrease to ***,*** tons in ****. In ****, production sold dropped to **,*** tons. Overall, from **** to ****, production sold increased by ** percent, showing a strong peak in ****, followed by a decline in the following two years.

Sold production in quantity of olives Italy, ****-****, in tons Istat

The geographic distribution of total table olive production in Italy shows a clear predominance of southern and island regions. Sicily leads by a wide difference, producing ***,*** quintals, followed by Puglia with ***,*** quintals. Liguria and Calabria, with ***,*** and **,*** quintals respectively, are also among the leading producers. Sardinia records **,*** quintals, confirming its relevance. Central and northern regions, such as Lazio, Abruzzo and Marche, show significantly lower production, while regions such as Emilia-Romagna, Lombardy, Friuli-Venezia Giulia ...

2.2 Determinants of demand

It is important to identify and analyze the main demand drivers for table olives; these factors influence growth and market dynamics and can be divided into several categories:

Health Benefits: Growing awareness of the health benefits of olives is a key driver of demand. Consumers are increasingly aware that olives are rich in antioxidants, monounsaturated fats and vitamins, all of which contribute to overall well-being. In addition, the Mediterranean diet, which includes a significant amount of olives and olive oil, has been recognized for its positive effects on cardiovascular health. Scientific studies highlighting these benefits have further increased demand. Culinary Trends: The versatility of olives in cooking is another key factor. Used in a wide range of dishes, from salads and pizzas to meat and fish dishes, table olives are popular in home kitchens and restaurants alike. The spread of Mediterranean cuisine globally has led to an increased demand for table olives in many international markets, making them a popular ingredient in various culinary traditions. Convenience and Product Innovation: The increased availability of ready-to-eat olives, such as pitted and packaged olives, has made it easier for consumers to incorporate them into their daily diet. Innovations such as stuffed olives, marinated olives, ...

2.3 Trends in olive demand

Trends in online searches show significant seasonal variations. The highest peak was reached in October **** with an index of **.*, followed by a sharp decline in subsequent months. Another notable increase occurred in October **** with an index of **.*. Overall, the trend shows fluctuations with typical increases in the fall months and declines in the summer and spring months. Despite the variations, online interest in olives has generally declined slightly over the past two years, with a final index of **.** in June **** compared to **.* in June ****.

Trends in online searches for olives Italy, ****-****, index Google Trends, Businesscoot elaboration

Over the past two years, the geographic distribution of online searches for olives in Italy shows a predominance in southern regions and islands. Sardinia records the highest value with an index of ***, followed by Molise (***).

2.4 New demand trends

In the table olive market of ****, new trends are emerging that reflect changing consumer preferences and a growing focus on sustainability, health, and innovation.

Use of Olives in Private Label Food Products: For example, Coop and Conad sell table olives under private label. These olives are often imported and processed locally, offering a range of high-quality products at competitive prices. Innovation in Agricultural Techniques: The adoption of innovative agricultural techniques is playing a crucial role in improving the quality of table olives. Techniques such as appropriate irrigation, chemical fruit thinning, and integrated pest management are helping producers achieve better quality fruit and reduce production costs. Demand for Organic and Sustainable Products: There is a growing demand for organic and sustainably produced olives. Consumers are increasingly attentive to the origin and production methods of food, preferring products that do not use pesticides and are environmentally friendly. Rise of Pitted Olives: They aregaining popularity due to their convenience in cooking. These olives are popular in both home and restaurant settings, facilitating incorporation into a wide range of dishes without the need for additional preparation. Preference for Treated Olives: Includingdifferent techniques such as brining and dehydration, they account for the majority of the market. ...

3.1 The market structure

In **** with ateco code **.**, which contains olive producers, there are **,*** companies including *,*** corporations, the total turnover of these companies is ***,***,*** €.

Expansion and Interest in the Table Olive Sector in Italy:

Area under production and total table olives Italy, ****-****, in hectares Istat

From **** to ****, the area dedicated to table olive production in Italy increased by ** percent, from **,*** to **,*** hectares. At the same time, the total area of table olives grew by ** percent, from **,*** to **,*** hectares. This increase indicates a significant expansion of the olive sector, with an increased commitment to growing table olives.

Table olive production in Italy shows a predominance of southern regions and islands. Sicily leads by a wide margin, having **,*** hectares dedicated to production, followed by Liguria with *,*** and Sardinia with *,***. Puglia and Lazio also have significant areas, with *,*** and *,*** hectares, respectively. Central and northern regions, such as Marche, Abruzzo and Campania, show smaller areas devoted to production. Some regions, such as Emilia-Romagna, Friuli-Venezia Giulia, Lombardy, Trentino-Alto Adige and Valle d'Aosta, have no areas dedicated to this crop.

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3.2 Value Chain

The value chain of the table olive market includes several stages and actors.

The preliminary stages of table olive processing are common to all processing methods, and are:

Harvesting Transportation The sorting to grading

There are three main table olive processing methods: natural processing, lactic fermentation, and the Castelvetrano method.

Natural: This processing method is the most common in Italy. The olives are fermented and debittered directly in brine, and retain a bitter taste this way. The more unripe the olives are, the lower the concentration of the brine. After about ** to ** days, gradual addition of salt directly to the fruit is done until the initial salt concentration is reached, also facilitating the activity of the microorganisms responsible for fermentation.

Lactic fermentation: The technologist determines through experience the concentration of the sodium solution and the debittering time. Containers containing the olives are then filled with the solution, which will be gradually absorbed by the fruit. Next, a sample of olives is taken check their degree of cooking, and the addition of sodium solution is continued until the cooking is finished. This is followed by three stages of washing the olives with drinking water to prepare them for the fermentation stage. The ...

3.3 The main producers in the market

The main producers of table olives are:

Monini Spa: Historic Italian company founded in **** in Spoleto, Umbria, by Zefferino Monini. For more than a century, it has been synonymous with high-quality extra virgin olive oil, maintaining a family tradition that has been handed down from generation to generation. The company has grown while maintaining strong ties to its Italian roots and an unwavering commitment to quality and innovation. Among its best-known products are GranFruttato and monocultivar varieties such as Nocellara, Coratina and Frantoio. In recent years, it has expanded its international presence, exporting its products to more than ** countries. It is committed to an ambitious sustainability plan called "Monini ****," which aims to reduce its environmental impact and promote sustainable agricultural practices. This commitment includes the production of ***% organic extra virgin olive oils, made with minimal stress on the olives, harvested and processed at the perfect stage of ripeness.

Fratelli Carli: It was established in **** in Oneglia, Imperia. The company is known for producing high-quality extra virgin olive oil, but also offers a wide range of other products, including table olives. It produces several varieties of pitted olives and spiced olives, all strictly Italian and preserved in extra virgin olive oil. Pitted ...

3.4 The main distributors

The main distributors are:

Eataly Spa: It is an international chain of large Italian food markets founded in **** in Turin by Oscar Farinetti. The name Eataly is a combination of the words "Eat" and "Italy," reflecting the goal of offering a wide range of high-quality Italian food products under one roof. The idea behind Eataly was to create a place where people can eat, shop, and learn about Italian food culture. Each location is designed to offer a unique experience that combines authentic Italian food with culinary education, promoting biodiversity and sustainability. One of its strengths is its wide selection of olives and olive products. The company works with local producers and Italian artisans to offer varieties such as Nocellara del Belice, Taggiasca olives, and Gaeta olives, both whole and stuffed. These products are available for purchase at Eataly markets and are used in dishes prepared in in-house restaurants, allowing customers to experience the true flavor of Italian olives.

ADC Italia: It specializes in the production and marketing of table olives and other agri-food products. Founded with the aim of bringing the quality of Italian olives to national and international markets, it has developed a solid reputation for its focus on ...

4.1 Price analysis

From **** to ****, the consumer price index for the whole community of other stone fruits, a category that includes olives and other less popular stone fruits, increased from ***.* to ***.*, an increase of **.* percent. Looking at the trend, there is a steady growth, with a particular acceleration between **** and ****, when the index rose from ***.* to ***.*, marking an increase of **.* percent. Between **** and ****, the index rose further to ***.* (***). Finally, in ****, the index peaked at ***.*, growing by *% from the previous year.

Price index for other stone fruit for consumption by the whole community (***) - annual averages [***] Italy, ****-****, index Istat

4.2 Type of the offer

In Italy, there are only four PDO-labeled table olives: the Nocellara del Belice, La Bella della Daunia, Ascolana del Piceno and Oliva di Gaeta . However, there are many other products characteristic of the Italian territory that lack this mark, and many industry associations are working to have them officially recognized.

Nocellara del Belice: Italy's first DOP for table olives, and it was registered in ****. Nocellara production is located in the Belice Valley, particularly in the municipalities of Castelvetrano, Campobello di Mazara and Partanna in the province of Trapani. La Bella della Daunia:this is the designation for large, green or black table olives, obtained from the Bella di Cerignola olive variety with Sivigliana-style processing. The production area, includes the municipalities of Cerignola, Stornara, Stornarella and Orta Nova in the province of Foggia and the municipalities of San Ferdinando di Puglia and Trinitapoli in the province of Barletta-Andria-Trani. Ascolana del Piceno: a trademark registered in **** that is used for green table olives, in brine or, according to the typical preparation, breaded and stuffed. The fruits are those of the Ascolana Tenera variety; the production area is located between the provinces of Ascoli Piceno and Fermo, in the Marche region, and the province ...

4.3 New supply trends

The table olive market is experiencing several innovative developments and trends in ****. Here are some of the main emerging trends:

Sustainability and Green Packaging: Companies are investing in sustainable packaging, using single-material and biodegradable materials. Bulk products are also gaining popularity, with a growing number of specialty stores offering table olives without plastic packaging(***). Innovation in Layout and Presentation: Companies such as Madama Oliva are experimenting with new display layouts in supermarkets to enhance their products. This includes the use of thematic displays that tell stories through mascots and other visual marketing strategies to make products more attractive and easily accessible to consumers(***). Superfood and Functional Food: Table olives are increasingly valued as superfoods due to their beneficial nutrient content. The trend toward functional food that supports overall well-being is also influencing the olive industry, which is now being presented not only as snacks but also as part of health-optimized diets(***). Regional Varieties and PDOs: Italian table olive varieties continue to be a distinctive feature of the market. Olives such as Ascolana Tenera, known for its high pulp-to-stone ratio, and other PDO varieties, maintain a prominent place thanks to their unique characteristics and region-specific cultivation techniques(***). Global Markets: International table olive ...

5.1 International Regulation

The standard governing the marketing of table olives is CXS **-**** adopted in ****, and subsequently revised in ****, ****, ****, ****, ****, ****, ****, ****.

The standard applies to the fruit of the cultivated olive tree (***), which has been properly treated or processed, and which is offered for direct consumption as table olives, includingfor catering purposes or olives packaged in bulk containers intended for repackaging into containers for consumption. In contrast, the regulation does not apply to the product when it is indicated as intended for further processing.

Regulation of the production and sale of table olives is well structured and detailed to ensure safety, quality and transparency. This regulation is based on several laws and regulations at the European and national levels. Here is a discursive description of the main regulations and laws involved:

Labeling of Table Olives: This is governed by EU Regulation ****/****. This regulation requires that each package of olives include a detailed nutrition declaration. The information must include energy values, the amount of fat (***). Another key aspect is the indication of the origin of the olives. This must be specified if its omission could mislead the consumer as to the origin of the product. This rule is particularly relevant when the actual origin does not ...

6.1 Segmentation

• Di Carlo
• Monini
• Fratelli Carli
• Salviani
• Iposea
• Madama Oliva
• Saclà
• Cinquina Sole d'Abruzzo
• Ficacci
• Miccio Srl
• Neri
• Eataly Spa
• ADC Italia
• Gustiamo