Romanians are increasingly careful when buying olive oil: they look for traceability, quality and brand

Global olive oil consumption is on an upward trend after two difficult years for producers. According to the International Olive Council (IOC), world consumption in the 2023/2024 season exceeded 2.7 million tonnes, with estimates rising to 3.06 million tonnes in 2024/2025 — an increase of almost 10%.

Romanians are very careful when they buy olive oil. Pexels photo

According to the study, at the same time, the share of consumption in the European Union is gradually falling, while non-Mediterranean countries are adopting olive oil at an unprecedented rate.

These global changes are also directly reflected in Romania, where the consumption of extra virgin oil still remains low per capita, but is constantly increasing, and the market is going through an obvious process of premiumization. In a market traditionally dominated by sunflower oil, more and more Romanian consumers are starting to adopt extra virgin as a recurring ingredient, not just occasionally.

Romania, behavior change and taste education

Although Romania starts with an annual consumption far below the European average, interest in the Mediterranean diet, natural products and unprocessed ingredients has grown noticeably in recent years. Health articles, doctor's recommendations and exposure to foodie content have pushed the extra virgin from the “occasional luxury” zone to the daily routine especially in the urban environment.

“In Romania, people are starting to look for the vivid taste, the oil that tells a story, not just an anonymous shelf product. More and more consumers want to know where the oil comes from, what variety it is, how it was made and when it was harvested“, says David Filipaș, entrepreneur and olive oil sommelier.

According to local market data, sales of extra virgin oil saw sustained growth in 2023 and 2024, despite European prices rising as much as 50% in a single year. In Romania, the average increase was much lower, around 13% (Eurostat), which allowed consumers to adopt extra virgin more quickly than in other markets.

Global trends: premiumization, traceability and interest in monovarietal

Globally, consumers are increasingly migrating to:

• premium extra virgin oils, with low acidity and distinct aromatic profile;

• controlled origins, unique batches and complete traceability;

• monovarietal varieties, each with its own identity and flavor (Koroneiki, Arbequina, Hojiblanca, etc.);

• products from fresh harvests, where the differences in terroir are visible.

Exactly these trends are also felt in Romania, where more and more families choose extra virgin olive oil not only for salads, but also for light cooking, spreads, pasta and “health” consumption, in line with modern nutritional recommendations.

Romania aligns itself with the international trend, but with its own nuance

Thus, says Filipaș, Romania is making an interesting leap: from extra virgin used only on holidays, to extra virgin used daily. “When people understand the difference between a generic oil and a selected batch, with flavor, polyphenols and identity, they become loyal. It is still a small but extraordinarily dynamic markethe said.

In recent years, sales of extra virgin olive oil in Romania have grown at a consistent pace, especially in the premium segment. The medium-term growth potential is high, considering the current low consumption per capita, the rapid pace of culinary education, the migration of consumers from private labels to brands with identity and the additional imports generated by the Mediterranean deficit of the last two seasons.

“Romania is becoming an interesting market for extra virgin olive oil. Growth comes from two directions: the transformation of occasional consumption into recurring consumption and the migration to premium products with a story and traceability. It's the time when a local brand can have a say”adds the sommelier.