The world’s largest olive oil producer, Deoleo, has predicted a significant drop in olive oil prices, offering relief to households battered by years of rising food costs.
The Spanish company, which owns major brands including Bertolli and Carapelli, announced that the worst of the weather-driven crisis affecting the olive oil industry appears to be over. Deoleo forecasts that prices could halve in the coming months, following a record high caused by droughts and other climate-related challenges.
The anticipated price drop comes as this season’s olive harvest is expected to surpass last year’s, marking a turnaround for an industry that has struggled with extreme weather events in recent years.
This news will likely bring respite to shoppers, many of whom have seen the cost of olive oil double on supermarket shelves. In the UK, prices have surged by 150 per cent since late 2021, according to data from the Office for National Statistics, with olive oil becoming a symbol of wider food inflation pressures.
Deoleo, the maker of brands such as Bertolli and Carbonell, acknowledged that the olive oil industry has been through "one of the most difficult moments" in its history.
Miguel Ángel Guzmán, chief sales officer at Deoleo, told CNBC: “We are still going through a phase of tension in olive oil prices, especially in the higher quality oils, such as extra virgin. However, the outlook is positive for the coming months, as the market is expected to begin to stabilise and normality is expected to be gradually restored as the new harvest progresses and supply increases.”
Years of droughts and extreme weather across southern Europe, the Mediterranean’s olive oil heartland, have devastated harvests and driven prices to historic highs. Spain, which produces 40 per cent of the world’s olive oil, was particularly hard hit, with production falling to just 850,000 tonnes last year.
However, conditions are improving. The International Olive Oil Council predicts a better harvest this year across key producing countries, including Spain, Greece, Portugal, and Tunisia. Reports from Spanish farmers indicate that production could rebound to 1.4 million tonnes, nearly double last year’s output.
Guzmán added that wholesale prices are expected to decline between November and January, continuing to fall well into 2025—provided weather conditions remain stable. Current supermarket prices in Spain, which range from £7.50-£8.34 per litre, could drop to £4.17 per litre as the market stabilises.
Retailers across Britain have warned of potential price increases and store closures following a bleak Christmas trading period, as consumers grapple with relentless cost-of-living pressures.
Fresh data from Rendle Intelligence and Insights paints a challenging picture for UK retail in the lead-up to Christmas. Footfall in the final full week of trading was down by a significant 11.4 per cent compared to the same period last year.
“Super Saturday,” traditionally the year's busiest shopping day, offered little relief.
Footfall on the day was only 4.1 per cent higher than the previous Saturday and a mere 0.9 per cent higher than the equivalent day in 2023.
These lukewarm figures follow a Black Friday that saw a modest 5.5 per cent uplift in footfall year-on-year, as shoppers appeared to prioritise discounted deals over last-minute festive spending.
Diane Wehrle, CEO of Rendle, highlighted the stark reality, “The disappointing results, coinciding with news that the UK economy showed no growth between July and September, underscore the severe cost pressures faced by households amid prolonged high inflation.
“It appears this Christmas has been disastrous for retail, and a bad omen for 2025.”
Official data also showed that retail sales in the UK fell short of expectations in November despite shops starting to cut prices early as part of Black Friday discounting.
Sales volumes rose by a weaker-than-expected 0.2 per cent month-on-month in November, having fallen by 0.7 per cent in October, new data from the Office for National Statistics shows.
Early retail sales data for December showed little sign of improvement.
Meanwhile, retailers body British Retail Consortium (BRC) has also warned of “spending squeeze” in January 2025.
BRC-Opinium figures released on Monday (23) suggest that public confidence in the state of the economy nosedived in December, falling eight points to minus 27.
The public’s spending intentions, both in retail and beyond, dropped six points, with expectations of spending in nearly every retail category falling.
Helen Dickinson, the BRC’s chief executive, stated, "The weak spending intentions could pave the way for a challenging year for retailers, who face being buffeted by low consumer demand and £7 billion of new costs from the budget set to hit the industry in 2025.
“With sales growth unable to keep pace, retailers will have no choice but to raise prices or cut costs, closing stores and freezing recruitment.”
November’s sharp rise in inflation is expected to dampen festive spirits and restrict spending despite household’s being better off compared with last year, warned a recent report.
November marked a second consecutive month of faster price rises according to the latest figures from Asda’s Income Tracker published on Monday (23), with families across the UK continuing to face rising inflationary pressures.
The Consumer Price Index (CPI) accelerated to 2.6 per cent in November – up from 1.7 per cent in September and 2.3 per cent in October – driven by the transport sector and higher clothing and footwear prices.
CEBR, who produce the Income Tracker on behalf of Asda, has forecast that inflation is set to remain above the 2.0 per cent target in the coming months, with energy prices and wage growth responsible for driving further higher essential costs.
Despite inflationary pressures, household spending power continues to improve year-on-year. Average household disposable incomes grew by 10.5 per cent in November, marking six consecutive months of double-digit increases.
The average UK household was £23.74 per week better off in November compared to a year earlier and had £249 per week to spend after paying bills and essentials, providing some relief for families as they get ready for the big day.
Reacting to this month’s Income Tracker, Sam Miley, Managing Economist and Forecasting Lead at CEBR, said, “The Income Tracker saw a slowdown in growth in November, driven by accelerating inflation.
"That said, spending power has continued to increase, with the Tracker having exhibited double-digit growth for sixth consecutive months.
“Spending power amongst households has seen a gradual improvement throughout the year, which is welcomed ahead of the festive period.
"Nevertheless, consumer expenditure over Christmas is still expected to be held back relative to pre-pandemic levels amidst elevated inflation and the lingering effects of the cost-of-living crisis.”
Retailers could find themselves facing a New Year spending squeeze as public confidence in the state of the economy took a nosedive, show recent industry data.
According to BRC-Opinium data released today (23), consumer expectations over the next three months of their personal financial situation remained at -3 in December, the same as in November.
Confidence in state of the economy worsened to -27 in December, down from -19 in November. Confidence on personal spending on retail also fell while confidence in personal spending overall dropped to +11 in December, down from +17 in November.
Helen Dickinson, Chief Executive of the British Retail Consortium, said,“Public confidence in the state of the economy took a nosedive, falling 8pts to -27.
"This created a widening gap between expectations of the economy and of people’s own finances, which remained unchanged. Perceptions were heavily skewed by age, with 18 to 35 year olds considerably more upbeat than older generations on both questions.
"The public’s spending intentions – both in retail and beyond – dropped 6pts, with expectations of spending in nearly every retail category falling. If these expectations are realised, retailers could find themselves facing a New Year spending squeeze just as they unveil their January sales.
“The weak spending intentions could pave the way for a challenging year for retailers, who face being buffeted by low consumer demand and £7bn of new costs from the Budget set to hit the industry in 2025."
Dickinson added that with sales growth unable to keep pace, retailers will have no choice but to raise prices or cut costs – closing stores and freezing recruitment.
"To mitigate the impact this will have on growth, Government must ensure that its proposed business rates reform does not result in any shops paying higher rates than they already do," she said.
Grocers must focus on their price positioning to remain competitive as food and grocery spending in UK convenience stores is projected to outpace the hypermarkets, supermarkets, and discounters channel.
According to GlobalData, food and grocery spending in convenience stores is projected to reach £43.2 billion by 2028, growing at a compound annual growth rate (CAGR) of 2.0 per cent between 2024 and 2028.
Between 2023 and 2024, the traditional big four grocers, Tesco, Sainsbury’s, ASDA, and Morrisons, collectively added 800 new convenience stores to their portfolios, with ASDA and Morrisons leading the growth with acquisitions. This rapid expansion underscores increasing competition in the convenience market.
After successfully focusing on price in large format stores to appeal to consumers during the cost-of-living crisis, grocers must shift their focus on agile pricing to convenience locations.
Sainsbury’s and Tesco are notable examples within convenience, with Sainsbury's recently introducing Aldi price matching in its Local stores and Tesco announcing price reductions on over 200 products in its Express stores.
Aliyah Siddika, Retail Analyst at GlobalData, comments, “This replication of price focus from larger format stores to grocers’ expanding their convenience offer will encourage consumers to impulse buy due to increased affordability.
"The shift in UK consumer behaviour towards frequent top-up shopping has also created substantial growth potential in the convenience market.”
Before the pandemic, 81.6 per cent of UK consumers stated they would visit a grocer on the way home from work, and 78.4 per cent reported the same now.
Budget limitations have primarily driven this change, followed by the rise of hybrid working. Pre-pandemic, consumers working in the office full-time had less time to cook dinner after work.
However, with the shift to hybrid work models, consumers now go into the office a few times a week and are more likely to have the time to prepare meals ahead of the days they are in the office to save money.
Convenience retailers should promote low prices on their fakeaway options to entice consumers to visit on their way home from work for an affordable yet indulgent meal.
Siddika concludes,“When offering deeper price cuts in convenience formats, grocers must target price promotions towards items that consumers are more inclined to purchase during the workweek. Such as food-to-go ranges, ready meals, quick dinners, and treats to capture spending from commuters."
Sales of fresh meat and poultry have soared as shoppers cut back on takeaways and eating out – but they are increasingly shunning so-called ‘meat-free’ options.
NIQ data released today (14) shows that over the last 12 months, British consumers did more scratch cooking, with sales of fresh meat (+£481.3m), fresh fruit (+£463.5m), fresh vegetables (+£374m), fresh salad (+£285.3m) and fresh poultry (+£247.6m) all among the top 10 fastest growing categories.
In a further sign that more meals are being freshly prepared, dried herbs and spices enjoyed the biggest volume percentage gains out of all the 127 categories in this year’s report.
Sales of beef (+£242.1m) and chicken (+£212m) were among the most popular and fastest growing products in British supermarket baskets in 2024, but lamb and duck also enjoyed strong growth.
But the meat-free category (-£37.1m) continues to decline, dipping below £500m in value. Market leader Quorn (-£16.5m) was the biggest casualty, although some brands are still in growth.
Inflation
The NIQ data also shows that UK shoppers have cut back on some dairy products, with milk (-£223.3m) and butter, spreads & margarine (-£63.7m) among the fastest falling categories, as the massive inflation in these categories over the past two years has taken its toll.
With inflation now largely under control in grocery retail, the reintroduction of branded promotions has helped stem the slump in overall branded volumes. But inflation is still having a material impact on the market.
A less obvious casualty is chocolate confectionery (+£532.6m), which actually recorded the biggest increase in value sales across the Top Products Survey. But volumes fell and most of the value gains reflect price hikes linked to soaring cocoa commodity prices, as cocoa beans futures reached an all-time high of $12,000/tonne earlier this year.
It was a similar story for Cadbury Dairy Milk (+£72.4m), where the leading chocolate brand’s strong value sales again masked lower volumes.
The cost of living crisis is likely also to blame for the decline in sales in many alcoholic drinks categories, although the government’s duty hikes have also played a part. Spirits (-£52.6m), sparkling wine (-£19.9m) and champagne (-£12.1m) all fared badly. And alcohol brands accounted for 50% of the top 10 fastest falling products, including lager brands Foster’s (-£34m) and Carling (-£22.2m) as well as the UK’s leading gin brand Gordon’s (-£21.4m).
Sales of wine (+£242.4m) performed better, although Hardys (-£41m), and Blossom Hill (-£22.7m) were some of the biggest losers overall in terms of value sales.
It was a different story in energy drinks.
Monster (+£103.6m) and Red Bull (+£84.7m) were the strongest performing brands in terms of value sales. But after enjoying stratospheric growth, following its social-media fuelled launch, sales of Prime (-£63.1m) came crashing down to earth.
The biggest overall casualty, however, was disposable vaping brand ElfBar (-£284m), amid signs that the vaping category may have passed its peak ahead of duty hikes and increased legislative restrictions. On the other hand the overall fastest growing product was SKE Crystal Bar (+£240.8m) which shows how prone to fast-moving fads the vaping category is.
The fortunes of the wrapped bread market were also highly variable. Hovis (-£37.7m) experienced the biggest downturn in sales of any food brand; while Warburtons (+£57.6m) was the biggest food brand to be in value and volume growth.
Fastest-growing grocery categories of 2024
Category
Actual growth (£ millions) in value sales
1
Chocolate
£532.6m
2
Fresh Meat
£481.3m
3
Fresh Fruit
£463.5m
4
Fresh Veg
£374m
5
Fresh Salad
£285.3m
6
Crisps & Snacks
£247.6m
7
Fresh Poultry
£247.6m
8
Eggs
£246m
9
Light Wine
£242.4m
10
Sweet Biscuits
£238.9m
Fastest-falling grocery categories of 2024
Category
Actual decline (£ millions) in value sales
1
Milk
-£223.3m
2
Toilet Tissue
-£106.2m
3
Butter, Spreads & Marge
-£63.7m
4
Spirits
-£52.6m
5
Meat-Free
-£37.1m
6
Frozen Fish
-£21.3m
7
Sparkling Wine
-£19.9m
8
Kitchen Roll
-£12.9m
9
Champagne
-£12.1m
10
Dry Pasta
-£6.8m
Rachel White, Managing Director UK & Ireland at NIQ, said, “Shopping habits have changed once again. What we are seeing in this year’s survey is a return to scratch cooking and the preparation of fresh meals.
"Perhaps this is a nod to trends in healthier living – with consumers taking the time to prepare meals together, sourcing fresh and healthy products and consuming less alcohol – but it’s also a product of the cost of living crisis, as shoppers cut back on takeaways and eating out to save money.”