{"id":18322,"date":"2026-03-01T09:41:00","date_gmt":"2026-03-01T09:41:00","guid":{"rendered":"https:\/\/consulai.com\/artigo\/estudo-consumo-azeite-menos-volume-mesmo\/"},"modified":"2026-10-29T10:45:05","modified_gmt":"2026-10-29T10:45:05","slug":"estudo-consumo-azeite-menos-volume-mesmo","status":"publish","type":"artigo","link":"https:\/\/consulai.com\/en\/artigos\/estudo-consumo-azeite-menos-volume-mesmo\/","title":{"rendered":"Olive oil consumption fell in volume, but the habit remained"},"content":{"rendered":"

The internal market of olive oil<\/a> registered a contraction of 32%<\/strong> in the last decade, but the product still holds a central place in everyday food consumption. 99%<\/strong> of consumers use olive oil regularly and 70%<\/strong> They do it every day. The volume recedes, but the habit remains structural and resistant to market shocks.<\/p>\n

A OLIVUM<\/strong>, in partnership with CONSULT<\/a><\/strong>, developed a Market Radar<\/strong> to characterize the consumption of olive oil at the national level. The work took place between May and October 2025<\/strong> and combined analysis of secondary information with its own collection.<\/p>\n

Who is the Portuguese consumer of olive oil?<\/h2>\n

The consumer profile follows the demographic structure of the country. The average age is 47.1 years<\/strong> e 60%<\/strong> of consumers have more than 45 years<\/strong>, This reflects the aging of the Portuguese population. The geographical concentration is also predictable, with 41%<\/strong> of consumers in Lisbon and Porto, in line with the weight of these urban centers in the population. Consumption follows demographics, rather than a specific product standard.<\/p>\n

Family realities are diverse, but marked by small groups. Portugal has about 4,2 thousand<\/strong>Household aggregates, with an average size of 2,4 people<\/strong>, and a structure where single-person households, couples without children, and couples with children coexist as the most prominent segments.<\/p>\n

From an economic perspective, the consumer often operates under budgetary constraints. The average income per household approaches 2 000 euros m<\/strong>They rehearsed, but almost half of the households live on less than 1,500 euros<\/strong> per month. In parallel, the expenditure structure shows strong pressure from fixed costs, with 39%<\/strong> of the budget allocated to housing and energy and 13%<\/strong> the food.<\/p>\n

This context conditions choices and reinforces the relevance of price and promotions in lower-income segments.<\/p>\n

How do they organize their shopping?<\/h2>\n

In the purchase of food products, large-scale distribution dominates and the supermarket is the main format. 9<\/strong> in each 10<\/strong> Consumers buy in the large distribution chain, and the supermarket concentrates the majority of preferences. The food retail sector has a highly concentrated structure, with 87%<\/strong> the market in the hands of 8<\/strong> operators.<\/p>\n

The supply is frequent and fragmented, with about 15<\/strong> Going to the supermarket every month. This pattern mainly translates into purchases of replacement items, not large volumes of purchases. 75%<\/strong> Consumers describe the purchases as a replacement for what is missing. The purchase is also mostly planned, with 97%<\/strong> Entering the point of sale with a list or with a defined intention. The consumer arrives prepared and tends to complete the purchase efficiently, reducing the space for completely spontaneous decisions.<\/p>\n

In olive oil, the purchase is less frequent, but breakage is avoided. 54%<\/strong> less than 1% of purchases occur 1 v<\/strong>This happens every month, often in higher capacity formats. In parallel, 96%<\/strong> consider it important to resume before finishing and 80%<\/strong> He prefers to keep more than a unit<\/strong> at home. The logic is of security of supply, consistent with the essential nature of the product in domestic consumption.<\/p>\n

There is also a relevant territorial difference in the canals. Outside the major urban centers, 57%<\/strong> They buy olive oil directly from the producers, whereas in large cities the large distribution sector dominates. Informal circuits remain highly relevant and are strongly associated with a sense of trust and authenticity.<\/p>\n

What determines the choice of olive oil?<\/h2>\n

The decision is organized in a clear hierarchy.<\/p>\n

The category of olive oil is the main determinant, followed by price, acidity and origin. The brand has medium weight and the packaging plays a minor role in the criteria statement.<\/p>\n

The category<\/h2>\n

In the internal market, extra virgin olive oil represents 61%<\/strong> of sales. The dominant category is also the one that requires the most technical literacy, but the knowledge is not homogeneous. 76%<\/strong> Of the consumers, 70% say they know what characterizes extra virgin olive oil, with differences based on age, income and education level.<\/p>\n

The price<\/h2>\n

Price has become a key factor in the reconfiguration of the market. Among 2019<\/strong> e 2024<\/strong>, The average price of extra virgin olive oil on the domestic market has more than doubled, rising from about 4 euros<\/strong> for about 9 euros<\/strong> per liter, in a period when sales volume declined. The purchase is mainly concentrated in packages between 6<\/strong> e 9 euros<\/strong>, With 32%<\/strong> of choices, and between 4<\/strong> e 6 euros<\/strong>, With 26%<\/strong>. The packaging above 15 euros<\/strong> represent 28%<\/strong> of the purchases, while 11% s<\/strong>and it is located between 9<\/strong> e 15 euros<\/strong> e 3%<\/strong> Below 4 euros<\/strong>.<\/p>\n

The origin<\/h2>\n

In the analyzed linear, 15%<\/strong> the offer has certification DOP<\/strong> and Alentejo represents 63%<\/strong> from the references. 86%<\/strong> Consumers know the meaning of the label. At the level of preference, a pattern of home bias is observed, with 93%<\/strong> from consumers in the south who prefer Alentejo olive oil and 58%<\/strong> from consumers in the North who prefer Tr\u00e1s-os-Montes olive oil.<\/p>\n

The brand<\/h2>\n

The brand consolidates the choice in a market with a high concentration of supply. Approximately 70%<\/strong> of consumers remain loyal to the same brand and three brands are concentrated 70%<\/strong> from the shelf quota, reinforcing the role of availability and commercial visibility in the decision.<\/p>\n

The packaging<\/h2>\n

In the packaging, a revealing contrast emerges. 69%<\/strong> Consumers buy olive oil in plastic bottles and many choose the bottle, but 69%<\/strong> It associates glass with the highest quality. Perception points to a premium signal, while behavior suggests a preference for convenience and cost per liter, especially in a context of price pressure.<\/p>\n

Health and sustainability: consensus and limits of valorization<\/h2>\n

Health is a consolidated attribute. 97%<\/strong> Consumers consider olive oil to be healthier than other fats, which positions it as a category requirement and not as a marginal differentiating factor.<\/p>\n

Sustainability reveals a gap between declaration and practice. 93%<\/strong> of consumers say they know what sustainable production is, but only 19%<\/strong> it values it highly when buying olive oil and 59%<\/strong> It presents reduced appreciation. The average willingness to pay more is between 0,39<\/strong> e 0.48 euros<\/strong> by bottle, with greater emphasis on environmental dimensions.<\/p>\n

When translated into concrete attributes, the reduction of pesticides and fertilizers is the dimension that most justifies paying a premium, with an average increase of 0.65 euros<\/strong> by bottle. The generic concept mobilizes little; the verifiable attributes mobilize more.<\/p>\n

In summary, olive oil remains essential, but is more exposed to price pressure, retail concentration, and an aging and stable decision-making base. The most consistent levers lie in strengthening credible signals of quality and origin, supporting literacy about categories and label information, and realizing sustainability in clear and verifiable attributes with direct relevance to the buying decision. The challenge for the sector therefore lies in protecting the consumption habit by adding value where the consumer recognizes concrete utility.<\/p>","protected":false},"excerpt":{"rendered":"

Olive oil remains essential, but price, brand, packaging, and sustainable attributes influence the purchasing decision.<\/p>","protected":false},"featured_media":0,"template":"","meta":{"_acf_changed":false},"class_list":["post-18322","artigo","type-artigo","status-publish","hentry"],"acf":{"autor_pessoa":[13909],"autor_pessoa_source":{"label":"Autor","type":"post_object","formatted_value":[13909]}},"yoast_head":"\nO consumo de azeite caiu em volume, mas o h\u00e1bito manteve-se - CONSULAI<\/title>\n<meta name=\"description\" content=\"Um estudo de consumo de azeite em Portugal mostra que o volume caiu mas o h\u00e1bito se manteve, com o pre\u00e7o e a marca a pesar na decis\u00e3o de compra.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consulai.com\/en\/artigos\/estudo-consumo-azeite-menos-volume-mesmo\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O consumo de azeite caiu em volume, mas o h\u00e1bito manteve-se - CONSULAI\" \/>\n<meta property=\"og:description\" content=\"Um estudo de consumo de azeite em Portugal mostra que o volume caiu mas o h\u00e1bito se manteve, com o pre\u00e7o e a marca a pesar na decis\u00e3o de compra.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/consulai.com\/en\/artigos\/estudo-consumo-azeite-menos-volume-mesmo\/\" \/>\n<meta property=\"og:site_name\" content=\"CONSULAI\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Consulai\/\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-29T10:45:05+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@CONSULAI\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/consulai.com\\\/artigos\\\/estudo-consumo-azeite-menos-volume-mesmo\\\/\",\"url\":\"https:\\\/\\\/consulai.com\\\/artigos\\\/estudo-consumo-azeite-menos-volume-mesmo\\\/\",\"name\":\"O consumo de azeite caiu em volume, mas o h\u00e1bito manteve-se - CONSULAI\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/consulai.com\\\/#website\"},\"datePublished\":\"2026-03-01T09:41:00+00:00\",\"dateModified\":\"2026-10-29T10:45:05+00:00\",\"description\":\"Um estudo de consumo de azeite em Portugal mostra que o volume caiu mas o h\u00e1bito se manteve, com o pre\u00e7o e a marca a pesar na decis\u00e3o de compra.\",\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/consulai.com\\\/artigos\\\/estudo-consumo-azeite-menos-volume-mesmo\\\/\"]}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/consulai.com\\\/#website\",\"url\":\"https:\\\/\\\/consulai.com\\\/\",\"name\":\"CONSULAI\",\"description\":\"Cultivamos o Futuro do Agribusiness\",\"publisher\":{\"@id\":\"https:\\\/\\\/consulai.com\\\/#organization\"},\"alternateName\":\"CONSULAI\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/consulai.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/consulai.com\\\/#organization\",\"name\":\"CONSULAI\",\"alternateName\":\"CONSULAI\",\"url\":\"https:\\\/\\\/consulai.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\\\/\\\/consulai.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/consulai.com\\\/wp-content\\\/uploads\\\/2024\\\/10\\\/consulai_logo.svg\",\"contentUrl\":\"https:\\\/\\\/consulai.com\\\/wp-content\\\/uploads\\\/2024\\\/10\\\/consulai_logo.svg\",\"width\":253,\"height\":61,\"caption\":\"CONSULAI\"},\"image\":{\"@id\":\"https:\\\/\\\/consulai.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/Consulai\\\/\",\"https:\\\/\\\/x.com\\\/CONSULAI\",\"https:\\\/\\\/www.instagram.com\\\/CONSULAI_PT\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/consulai\",\"https:\\\/\\\/www.youtube.com\\\/consulai\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"O consumo de azeite caiu em volume, mas o h\u00e1bito manteve-se - CONSULAI","description":"Um estudo de consumo de azeite em Portugal mostra que o volume caiu mas o h\u00e1bito se manteve, com o pre\u00e7o e a marca a pesar na decis\u00e3o de compra.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/consulai.com\/en\/artigos\/estudo-consumo-azeite-menos-volume-mesmo\/","og_locale":"en_GB","og_type":"article","og_title":"O consumo de azeite caiu em volume, mas o h\u00e1bito manteve-se - CONSULAI","og_description":"Um estudo de consumo de azeite em Portugal mostra que o volume caiu mas o h\u00e1bito se manteve, com o pre\u00e7o e a marca a pesar na decis\u00e3o de compra.","og_url":"https:\/\/consulai.com\/en\/artigos\/estudo-consumo-azeite-menos-volume-mesmo\/","og_site_name":"CONSULAI","article_publisher":"https:\/\/www.facebook.com\/Consulai\/","article_modified_time":"2026-10-29T10:45:05+00:00","twitter_card":"summary_large_image","twitter_site":"@CONSULAI","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/consulai.com\/artigos\/estudo-consumo-azeite-menos-volume-mesmo\/","url":"https:\/\/consulai.com\/artigos\/estudo-consumo-azeite-menos-volume-mesmo\/","name":"O consumo de azeite caiu em volume, mas o h\u00e1bito manteve-se - CONSULAI","isPartOf":{"@id":"https:\/\/consulai.com\/#website"},"datePublished":"2026-03-01T09:41:00+00:00","dateModified":"2026-10-29T10:45:05+00:00","description":"Um estudo de consumo de azeite em Portugal mostra que o volume caiu mas o h\u00e1bito se manteve, com o pre\u00e7o e a marca a pesar na decis\u00e3o de compra.","inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/consulai.com\/artigos\/estudo-consumo-azeite-menos-volume-mesmo\/"]}]},{"@type":"WebSite","@id":"https:\/\/consulai.com\/#website","url":"https:\/\/consulai.com\/","name":"CONSULT","description":"Shaping The Future of Agribusiness","publisher":{"@id":"https:\/\/consulai.com\/#organization"},"alternateName":"CONSULAI","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/consulai.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/consulai.com\/#organization","name":"CONSULT","alternateName":"CONSULAI","url":"https:\/\/consulai.com\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/consulai.com\/#\/schema\/logo\/image\/","url":"https:\/\/consulai.com\/wp-content\/uploads\/2024\/10\/consulai_logo.svg","contentUrl":"https:\/\/consulai.com\/wp-content\/uploads\/2024\/10\/consulai_logo.svg","width":253,"height":61,"caption":"CONSULAI"},"image":{"@id":"https:\/\/consulai.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Consulai\/","https:\/\/x.com\/CONSULAI","https:\/\/www.instagram.com\/CONSULAI_PT","https:\/\/www.linkedin.com\/company\/consulai","https:\/\/www.youtube.com\/consulai"]}]}},"_links":{"self":[{"href":"https:\/\/consulai.com\/en\/wp-json\/wp\/v2\/artigo\/18322","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/consulai.com\/en\/wp-json\/wp\/v2\/artigo"}],"about":[{"href":"https:\/\/consulai.com\/en\/wp-json\/wp\/v2\/types\/artigo"}],"acf:post":[{"embeddable":true,"href":"https:\/\/consulai.com\/en\/wp-json\/wp\/v2\/pessoa\/13909"}],"wp:attachment":[{"href":"https:\/\/consulai.com\/en\/wp-json\/wp\/v2\/media?parent=18322"}],"curies":[{"name":"well played","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}