Sunflower oil recorded by far the strongest volume growth of any edible oils category in 2018 as falling unit prices made this type of oil more appealing to consumers. Sunflower oil has also benefited from its reputation as a healthy type of oil for frying and cooking.
Soy oil was the best performing edible oils category in value terms in 2018 and this was largely due to rising demand for organic, non-hydrogenated versions of soy oil, which tend to be considerably more expensive than standard references. Soy oil is high in Omega 6 fatty acids and non-hydrogenated variants contain numerous essential nutrients which cannot easily be obtained from other types of vegetable and seed oils.
Demand for olive oil continued to decline sharply in 2018 as strong unit price growth meant that very many Spanish households have reduced their usage of olive oil. Olive oil was previously used in the preparation of all dishes, with many people even using olive oil for frying.
The leading of player Mercadona is based on its offer of high-quality olive oil at affordable prices. The chained retailer’s strategy has changed from focusing on its Hacendado private label, which was previously supplied solely by Sovena, to focusing more on branded products.
The leading branded player Deoleo offers several brands, including Carbonell, Koipesol and Hojiblanca. The company’s sale growth continues to outpace the category average as all of its brands have a well-deserved reputation for high quality and all of them have sizeable and loyal consumer audiences.
Until 2017, 12th-placed Sovena was the sole supplier of olive oil to Mercadona’s Hacendando private label. This situation has since changed however and Mercadona now works with various manufacturers.
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