The Olive Oil Market in the Mediterranean: What are Marketing Strategies for Algeria?

Abstract

Summary This article presents trends in olive oil consumption in the Mediterranean countries. The objective is to observe changes in the production and consumption of olive oil around the world, with a focus on a few Mediterranean countries, particularly Algeria. The analytical and synthetic study allowed us to examine the consumers’ attitudes towards olive oil in the countries considered (price, frequency of consumption and type of product). In Algeria, for example, 72.6% of consumers believe oils, and especially olive oil, among very expensive foods; Olive oil ranks 28th among the daily food preferences and preferences of most Algerian consumers (0.25%). An Algerian consumes in general 4g of olive oil per day. Finally, the comparative study allows us to position the model of Algerian consumption of olive oil in the Mediterranean and we propose some marketing strategies which can be adopted in order to increase the consumption and develop the sector of olive oil in Algeria.