Rising consumers’ eco-consciousness

Consumers are increasingly environmentally conscious, opting for oils produced with minimal environmental impact. In this regard, there is a growing demand for organic, sustainably farmed and traceable olive oils. Sustainable practices, such as zero waste production, reduced water consumption and ecolabelling are more and more influential on purchasing decisions, becoming critical in branding.

Figure : Source: Freepik

Branding and labeling

Branding and labeling can play a crucial role in the consumers decision making process, opting for products that ensure authenticity, sustainability and better characteristics. Following, are some of the main characteristics that consumers look for:

• Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) labels assure authenticity and origin.
• Nutritional Claims: Highlighting polyphenol content or antioxidant levels enhances appeal.
• Award Recognition: Awards from various national and especially well recognized international competitions (e.g. NYIOOC, EVO IOOC) can be influential in marketing, showcasing quality.
• Packaging Innovations: The use of dark glass, QR codes for traceability and the use of biodegradable materials can drive consumer preference.

Competitive market strategies

In the competitive olive oil market, it is decisive to have strong and successful strategies to engage with the market and its consumers. Such strategies, involve building strong brand recognition, emphasizing product quality, health benefits and differentiating characteristics as well as leveraging online marketing.

Following are some competitive market strategies in olive oil:

• Niche Positioning: Single estate (limited production of EVOO), early harvest, or limited-edition oils appeal to connoisseurs that are willing to pay more for premium products.
• Digital Marketing and Brand Building: Storytelling, website optimization, social media engagement, influencer partnerships, content marketing and visual branding via social media are crucial tools to build a strong online presence, interact and share information with consumers or potential consumers, as well as drive engagement and familiarity to the product.
• Highlight Product Quality and Unique Selling Points: Focus on health benefits, showcasing certifications and awards, highlighting sustainability and traceability, along with emphasizing native varieties are all characteristics that consumers find important in their decision making, during a purchase.
• Direct Consumer Engagement: Tastings, in-person events, fairs, workshops and farm visits foster great opportunities to directly engage with consumers and promote brand loyalty.

Digital era in commerce and adaptation of the sector

The digital commerce transformation is progressively adapting in the olive oil sector, growing in demand and bringing the market closer to the consumer. E-commerce platforms such as Amazon and Shopify are vital in this transformation, providing expanded market access, allowing even small producers, located in remote areas, to reach global consumers directly.

Furthermore, social media engagement has become essential for brand building, consumer acquisition and education. Successful brands utilize social media tools to share stories, explain production and harvesting processes, as well as directly engage with followers through comments and suggestions, this way creating stronger ties and emotional connection with consumers.

On top of that, Direct to Consumer models (D2C) supported by digital platforms are disrupting traditional distribution channels. These models often provide subscription services that ensure regular product delivery while building consumer loyalty.