How Changing Consumer Behaviour Will Influence PrHow Changing Consumer Behaviour Will Influence Premium Olive Oil Trends in 2026

Words by Arsen Khachaturyants, founder of Arsenio, a premium extra virgin olive oil from the heart of Tuscany in Italy.

Olive oil – also known as liquid gold – has been cultivated for over 3,000 years and prized as a commodity by countless people across the ages for a multitude of purposes, from medicinal and religious to cosmetic and culinary. Due to its premium price tag, it was, and perhaps still is, perceived as a symbol of wealth and power.

While olive oil’s elite status has remained steadfast, recent shifts in consumer behaviour, driven by health-conscious mindsets, sustainability worries, and a yearning for authenticity, are setting the trends for premium olive oil production. Companies now find themselves walking a tightrope between evolving with today’s consumers while staying true to their traditional and authentic methods.

Here are the consumer behaviours changing the olive oil industry this year and beyond.

Superfood status drives production innovation

Premium olive oil has long been heralded as one of the world’s earliest recorded superfoods. Image credit: inaquim/Bigstock.com

Premium olive oil has long been heralded as one of the world’s earliest recorded superfoods. However, with industrial farming being the current norm in today’s agricultural landscape, more consumers prioritise organic production: a third of Brits prefer serving organic and natural food.

Technology has transformed olive oil production, but this comes as a double-edged sword for producers who must frequently update their machinery for pressing the olives. Put simply, pressing is where the magic happens as it helps determine the quality of the olive oil, provided the growers have good olives – those without insects, bruises, or under/over-ripened fruit.

A high-quality modern machine can emphasise an olive’s quality, whereas inadequate tools or equipment can ruin the oil. Today, producers can use the latest pressing machinery, which incorporates a rotational pressing method to help reduce oxidation by minimising exposure to air.

Limiting oxidation is key as olive oil is densely packed with antioxidants, such as polyphenols and vitamin E, and these contribute to its healthy food status by reducing inflammation and supporting healthy heart function. Oxidation degrades these compounds, reducing the oil’s nutritional value.

Mechanical pressing is a slow and gentle process, which is crucial in avoiding applying too much force to the olives. While traditional methods like stone grinding make for a delightful story, they don’t offer any real benefit for olive oil quality and can cause higher oxidation.

Sustainability takes centre stage

Arsenio is a premium extra virgin olive oil from the heart of Tuscany in Italy

Consumers in 2025 want to know that their favourite brands are taking sustainability seriously, too. In fact, a study on European consumers found that 73 per cent say the impact of the product on the environment is ‘very, or rather, important’ when making a purchasing decision. Additionally, 60 per cent reported buying products specifically because of their lower environmental impact.

When people buy organic products, they typically want to know where and how products are made. This shift towards transparency supports the growing expectation for sustainability, as buyers increasingly favour brands that demonstrate environmentally friendly practices.

Organic and sustainable production go hand in hand. Synthetic pesticides, herbicides, and fertilisers are notorious for destroying biodiversity and killing vital organisms that provide balance to their terroir.

Instead, turning to natural methods like crop rotation, composting, and biological pest control helps preserve soil health, prevent water contamination, and support biodiversity, ensuring the land remains fertile for future generations.

Many premium producers also adopt eco-friendly methods, including pruning by hand, avoiding irrigation or water-intensive practices, and minimising waste, water usage, and energy consumption.

It’s critical that companies take these steps towards more sustainable practices in their production processes and clearly communicate these in compliance with local laws. This will help build lasting trust with consumers who are wary of greenwashing and other misleading claims that are currently plaguing sustainability.

Demand for authenticity and artisanal quality

As with all industries, the olive oil market is evolving to survive, driven by consumer demand for health, sustainability, and authenticity. Image credit: abracadabra99/Bigstock.com

As technology evolves, consumers crave authenticity in brand interactions. With the rise of social media, it’s now easier than ever for companies to gain visibility – and be under scrutiny – for claiming to be authentically traditional and artisanal olive oil producers.

Buyers are now doing more due diligence in reviewing a brand’s authenticity before leveraging their purchasing power. They have learned not to simply trust the label.

For instance, products manufactured in the European Union must meet strict regulations, and producers cannot use false labels, such as ‘Made in Italy’, without proper verification. However, some companies avoid explicitly stating ‘Italian olive oil’ and attempt to mislead consumers with packaging designed to appear Italian, Greek, or Spanish.

With all this misinformation, it’s understandable that consumers want to know and trust the brands they’re buying olive oil from. They want the full picture, including where the olive crop is grown and harvested and how the oil is made.

Fortunately, consumers can now research regulations and certifications when purchasing authentic premium olive oil. In the European Union, for example, there are stringent guidelines a company must meet to be awarded the Protected Designation of Origin (PDO) certification by the European Commission. This includes growing, manufacturing, and bottling the food or wine product in a PDO-approved area that complies with the commission’s high production and quality standards.

Additionally, obtaining organic certification and thereby earning the EU’s bio label, is a rigorous process, often taking two to four years.

Olive oil must originate from organic farming practices that maintain high levels of biodiversity, preserve natural resources, and respect the health of the soil, water, and plants.

Producers are required to comply with strict EU regulations and undergo regular inspections of the entire supply chain in order to display the official bio label on their products.

As with all industries, the olive oil market is evolving to survive, driven by consumer demand for health, sustainability, and authenticity. As these trends continue to shape the industry, one thing is clear: the future of premium olive oil depends on its ability to blend tradition with innovation.

For more information on Arsenio, click here.