Italian olive oil continues to dominate the U.S. import landscape, reinforcing its role not merely as a condiment but as a flagship of the Mediterranean diet and the highest-value Italian food exports overseas.
In 2024, Italy delivered a standout performance. Exports of Italian olive oil to the United States generated more than $1.06 billion in revenue, outperforming other staples such as pasta and ready-made sauces. Italy secured a 36.2% market share, ahead of Spain at 32.5%, confirming a structurally strong position.
Industry observers emphasize that this leadership is not driven solely by volume. “For American consumers, Italian origin remains the decisive factor when choosing a premium product,” market analysts note, highlighting the enduring strength of the “Made in Italy” brand.
TARIFFS WEIGH ON 2025 PERFORMANCE
However, the favorable 2024 scenario gave way to a more challenging environment in 2025. After a promising first quarter, the U.S. government introduced restrictive trade measures, including a 10% base tariff on nearly all imports starting in April.
Combined with declining purchasing power among the American middle class, these measures triggered a broad contraction. In the first ten months of 2025, total U.S. imports of extra virgin olive oil fell by 22.2%. Italy recorded a decline of just under 20%, a negative figure but comparatively resilient. Spain saw a sharper drop of -23.2%, Tunisia -25.2%, and Argentina suffered the steepest fall, with exports plunging -38.3%. “The Italian downturn is less severe than competitors’, indicating a degree of resilience,” analysts observe, “but the broader contraction reflects systemic pressure on demand.”
ORGANIC SEGMENT UNDER STRAIN
The most critical concern is not overall volume decline but the sharp contraction in the organic segment—long considered a cornerstone of Italy’s premium positioning. In 2025, Italian organic extra virgin olive oil experienced a 38% drop in value and 22% in volume. By contrast, Spanish organic volumes declined by just 6%. “This gap suggests that even high-end consumers are becoming increasingly price-sensitive,” experts say. “While quality remains important, affordability is now a decisive factor, even in premium categories.”
TUNISIA EMERGES AS A RISING COMPETITOR
As European suppliers grapple with tariffs and production challenges, Tunisia is rapidly gaining ground in the U.S. market.
In 2025, Tunisian olive oil exports to the United States surged by 61% in value, with volumes nearly doubling. No longer just a bulk supplier for blends, Tunisia is positioning itself as a competitive standalone player. “Tunisia is leveraging aggressive pricing and expanding production capacity to capture market share,” analysts note. “This represents a direct challenge to Italy’s traditional positioning.”
THE NEW BATTLEGROUND: PRICE VS. PRESTIGE
Looking ahead, U.S. food demand is expected to be driven by affordability. The American middle class, under pressure from rising retail prices, is recalibrating spending priorities.
For Italian olive oil, the challenge will be to maintain its status as an “iconic product” without becoming an inaccessible luxury.
Industry voices stress the need for a dual strategy: “Producers must reinforce the premium narrative through traceability and health benefits, while also developing product ranges that appeal to more budget-conscious consumers.”
Italy’s leadership remains intact—for now. But as margins tighten and competition intensifies, resilience alone may not be enough. The next phase will require a more proactive and adaptive market strategy.
L’articolo Italian Olive Oil Still Leads in the U.S. as Competitive Pressures Mount proviene da Italianfood.net.