Olive trees were introduced to Mexico in 1531 by Fray Martín de Valencia during the time of Hernán Cortés. This introduction marked the beginning of olive cultivation in Mexico, which later spread to other regions of Latin America, including Peru, California, Chile and Argentina. The olive tree has a significant history in its geographical spread and has contributed to the diversification of olive varieties cultivated in these regions.
Source IOC
STATISTICS
- Olive oil represents 0.5% of the total consumption of animal and vegetable fats in the country
- Age:
– The consumer segment between 50 and 65 years old constitutes 45% of the total olive oil consumption in the country.
- Distribution of consumption based on income:
– The distribution of consumption based on income shows that 60% comes from middle-income earners, 30% from those with low incomes, and 10% from high-income individuals.
- Educational Level:
– There is a significant correlation between educational level and olive oil consumption.
– Individuals with higher education (university) tend to consume olive oil in greater proportion compared to those with limited or no education.
- Types of Oils:
– Over 45% of consumers prefer olive oil, followed by extra virgin olive oil at 41%.
- Preferred Packaging:
– 77% prefer olive oil in PET containers, while 18% opt for glass containers.
- Uses of Oil:
– Predominant use: Raw consumption (40%).
– Other uses: Cooking (35%), grilling (15%), and the least common use is for frying foods (10%).
- Acquisition Establishments:
– Supermarkets lead purchases (40%).
– Hypermarkets and other places such as oil mills, bottlers, bars, and points of sale contribute 25%.
- Places of Consumption:
– 76% of consumers enjoy olive oil in their homes.
– The remaining 24% consumes it outside the home.
- Out-of-home consumption:
– Hotels lead with 40%.
– Restaurants follow with 30%.
Sources: publications by Mr Juan Vilar, strategic consultant.
CONCLUSIONS
In conclusion, the olive oil consumption market in Mexico presents distinctive characteristics in terms of preferences and habits.
The 50-65 demographic segment emerges as the main consumer, representing 45% of the total. Income distribution also plays a role, with a clear consumption preference among those with middle incomes (60%) compared to those with low (30%) and high incomes (10%).
Regarding oil preferences, the majority prefer olive oil, closely followed by extra virgin olive oil. PET packaging is the favourite in Mexico, with 77%, followed by glass with 18%. In terms of uses, raw consumption leads, showing the appreciation for the natural characteristics of olive oil.
Purchases are mainly concentrated in supermarkets (40%), with other options such as hypermarkets and various outlets contributing 25%. Despite the preference for in-store purchases, in-home consumption is dominant (76%), with hotels (40%) and restaurants (30%) being the most frequent places for out-of-home consumption. These trends suggest a widespread appreciation of olive oil, both for its gastronomic qualities and its health benefits.
Sources: publications by Mr Juan Vilar, strategic consultant.
