Global olive oil consumption is on an upward trend after two difficult years for producers. According to the International Olive Council (IOC), global consumption in the 2023/2024 season exceeded 2.7 million tons, with estimates rising to 3.06 million tons in 2024/2025 — an increase of almost 10%. At the same time, the share of consumption in the European Union is gradually declining, while non-Mediterranean countries are adopting olive oil at an unprecedented rate.
These global changes are directly reflected in Romania, where extra virgin olive oil consumption remains low per capita but is growing steadily, and the market is undergoing an obvious premiumization process. In a market traditionally dominated by sunflower oil, more and more Romanian consumers are beginning to adopt extra virgin olive oil as a regular ingredient, not just an occasional one.
Romania: a small but growing market
Although Romania starts from an annual consumption well below the European average, interest in the Mediterranean diet, natural products, and unprocessed ingredients has grown noticeably in recent years. Health articles, doctors’ recommendations, and exposure to gastronomic content have pushed extra virgin olive oil from the “occasional luxury” category into the daily habit category, especially in urban areas.
“In Romania, people are starting to look for vibrant flavours, oil that tells a story, not just an anonymous product on the shelf. 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 Filipas, entrepreneur and olive oil sommelier.
According to local market data, sales of extra virgin olive oil grew steadily in 2023 and 2024, even though European prices rose by as much as 50% in a single year. In Romania, the average increase was much lower, at around 13% (Eurostat), which allowed consumers to adopt extra virgin olive oil more quickly than in other markets.
Global trends: premiumization, traceability, and interest in single-varietal oils
Globally, consumers are increasingly migrating towards:
premium extra virgin oils with low acidity and a distinct aromatic profile;
controlled origins, single batches, and complete traceability;
single-varietal varieties, each with its own identity and aroma (Koroneiki, Arbequina, Hojiblanca, etc.);
products from fresh harvests, where terroir differences are visible.
These trends are also being felt in Romania, where more and more families are choosing extra virgin olive oil not only for salads, but also for light cooking, canapés, pasta, and “healthy” consumption, in line with modern nutritional recommendations.
Romania is aligning itself with the international trend, but with its own twist
David Filipas, one of the most active promoters of extra virgin olive oil culture in Romania, directly observes this change in behavior: “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 aroma, polyphenols, and identity, they become loyal. It is still a small market, but an extraordinarily dynamic one.”
His transition to producing his own batches—selected directly from farms in Greece and Spain—is part of the same maturation phenomenon: Romanian consumers want to buy from someone who guarantees quality with their own palate, not from anonymous import figures.
Business context: growth in Romania is in line with global trends
In recent years, sales of extra virgin olive oil in Romania have grown at a steady pace, especially in the premium segment. The medium-term growth potential is high, given:
current low per capita consumption;
the rapid pace of culinary education;
the migration of consumers from private labels to brands with identity;
additional imports generated by the Mediterranean deficit in the last two seasons.
“Romania is becoming an interesting market for extra virgin olive oil. Growth is coming from two directions: the transformation of occasional consumption into recurrent consumption and the migration towards premium products with a story and traceability. This is the moment when a local brand can have a say,” adds Cosmin Filipas.
While Mediterranean producers are adapting to a volatile climate, global demand for extra virgin olive oil continues to grow. Romania is aligning itself with this trend, and local entrepreneurs who invest in quality, education, and batches with identity can become landmarks in a rapidly changing market.
“People today are looking for authenticity. They want to experience the true taste of the oil, not just tick off an ingredient. This changes everything, from how we produce it to how we present it to the consumer,” says Cosmin Filipas.
Dining and Cooking