Made in Italy

Olives, sales up 6.3% and turnover towards 300 million

In contrast to canned in oil, consumption also driven by the aperitif boom

by Manuela Soressi

26 June 2024

2' min read

They are the queens of the aperitif: with the Spritz or bubbly, can olives (not to mention dry martinis) ever be missing? In fact, they accompany 39% of the aperitifs consumed outside the home, a Niq research study reveals. And it is also thanks to the boom in this consumption occasion that olives have become the most transversal and 'worldly' of vegetable preserves.

Olives are number one in terms of popularity index (80.7%) and number of current (67.8%) and future (91% penetration among young people) consumers, according to the study carried out by AstraRicerche on behalf of Unione Italiana Food. Among canned vegetables, olives are also those with the highest turnover, with almost Euro 295 million of sales transited by large-scale distribution in 2023, 6.3% more than the previous year (source: Niq, total Italy).

Italy has a long tradition in these products: it is one of the leading global players (the seventh overall in a sector where production has tripled over the last 30 years) and has specialised competitors that take olives all over the world.

Such as Ficacci, founded in 1964 with the olive trade in the Roman markets and today with a turnover of 34 million euro (+15% over 2022), 20% of which is realised abroad (and in particular in the USA), with a daily production of about 25 tonnes of olives.

Even more oriented towards global markets is Madama Oliva, for which exports to 45 countries are worth half of the 47 million euros invoiced in 2023. The company controls the entire supply chain, from production (managed by two companies, in Sicily and Greece) to processing, which takes place in the Carsoli plant in Abruzzo, from which 22 million packs of around 400 different references come out every year.

The companies in the sector preside over all channels, from horeca to retail to the food industry (where olives are increasingly in demand as an ingredient), working on the expansion of the offer (especially in the pproductions of excellence or PDO/PGI) and on new products, mainly aimed at domestic consumption and the top end of the market.

Innovation is moving in two directions. The first is that of the more 'natural' products, such as the premium range of Ficacci olives without oil, preservative or additives, sold in 100% recyclable paper packaging, which is driving the company's growth. "These are winning assets in markets where consumers are increasingly sensitive to quality, raw material origin and environmental impact," comments CEO Romeo Ficacci.

The other direction of innovation is the offer of more appetising proposals (such as stuffed olives and mixes of different varieties, including typical ones) aimed at aperitifs and home parties. "Some large-scale retail chains (such as Pam and Conad, ed.) have created a shelf dedicated to aperitifs, where olives play an important role," explains Sabrina Mancini, marketing director of Madama Oliva, which has just launched a line of olives and lupins with tasty, ready-to-use recipes to preside over this department.