Competitive Landscape and Marketing Strategies in China's Imported Olive Oil Market: An Analysis Based on Packaging Information
Competitive Landscape and Marketing Strategies in China's Imported Olive Oil Market: An Analysis Based on Packaging Information

Author(s): Xiaomeng Fang, Giulio Mario Cappelletti, Vladimir Zhechev
Subject(s): Economy, Business Economy / Management, Micro-Economics, Marketing / Advertising, Green Transformation
Published by: Икономически университет - Варна
Keywords: International olive oil trade Chinese market; International olive oil trade; Packaging information; Consumer education; Organic certification
Summary/Abstract: Since 2008, the Chinese market for imported olive oil has experienced steady growth in both consumption and imports, reaching a market value of over 5 billion RMB. Spain, Italy, and Greece are the main exporting countries, jointly accounting for more than 80% of Chinese imports. An analysis of 34 olive oil brands available in the Chinese market shows that while basic information (such as origin, production volume, and acidity level) is generally provided, more detailed elements are often missing. These include the specific olive varieties used, explicit health benefits, and consumer education content. Spanish brands dominate in terms of production volume and primarily target the mid-range market segment, whereas Italian brands position themselves in the premium segment, emphasizing tradition and health-related values. Domestic Chinese brands, on the other hand, compete mainly in terms of price and localization. Looking ahead, organic certification and consumer education on olive oil emerge as key areas with strong potential for future market development. This study aims to understand brand packaging information for olive oil brand suppliers. Provide packaging strategies for olive oil companies to enter the Chinese market.

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