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Table Olives Consumers’ Profile in Spain
Antonio de Mora
ASEMESA Managing Director Madrid, October 2011
PRODUCTION
SURFACE / PRODUCTION
Source: MARM and AAO Average 2008-2011
0%
20%
40%
60%
80%
100%
Surface Production
Olive oil
Table olives
96%93%
4% 7%
Has. Tm.
MARKET
Destination of the Spanish table olives
NATIONAL
MARKET
40%
FOREIGN
MARKETS
60%
Source: AAO Average 2008-2011
272.447 Tm.
184.307 Tm
PRODUCTION BY VARIETIES
7,43%
Spanish production by table olives varieties
4%7%6%
40% 8%
35%Manzanilla
Gordal
Hojiblanca
Cacereña
Carrasqueña
Others
Source: AAO Average 2008-2011
ANALYSIS OF DISTRIBUTION
DISTRIBUTION CHANNELS
Source: MARM 2007
FOOD
SERVICE
22%RETAIL
78%
RETAIL DISTRIBUTION BY SIZE OF STORES
Source: MARM 2007
25%
22%21%
20%
6%
6%Hypermarkets
Supermarkets >401 y <1000 m2
Supermarkets +1000 m2
Supermarkets >101 y <400 m2
Supermarkets < 100 m2
Others
CONSUMPTION
Spanish consumption of table olives
(Thousands €)Food Service
21%
Retail
79%
Spanish consumption of table olives (Tm.)
Food Service
22%
Retail
78%
SPANISH CONSUMPTION
Source: MARM Average 2008-2010
104.383
29.183
292.717
80.067
PER CAPITA CONSUMPTION
Source: ASEMESA and COI 2010-2011
CONSUMPTION BY TYPES
Source: AAO 2010-2011
0%
20%
40%
60%
80%
100%
Exports Domestic Market
(Tm.)
Green Black
CONSUMPTION BY STYLES
Whole olives
22%Pitted olives
13%Stuffed olives
45%
Others
20%
Source: MARM Average 2008-2010
BRAND / DISTRIBUTION
Source: Góndola 2010
69,3%
9,7%
9,3%
5,8%3,3%
61,8%
16,1%
8,5%
6,1%4,7%
Volume Euros
Distributor brand Producer 1 Producer 2 Producer 3 Others
CONSUMPTION BY CC.AA
Source: MARM 2010
0,00
5.000,00
10.000,00
15.000,00
20.000,00
25.000,00
Catalu
ñaAndalu
cia
Madri
dVal
encia
Castil
la y
Leó
nPaí
s Va
sco
Canarias
Galic
ia
Castil
l a L
a Manch
aA
ragó
nBale
ares
Murc
iaAst
urias
Extr
emad
uraCanta
briaN
avarr
aLa
Rio
ja
Table olives consumption (Tns.) - CCAA
TABLE OLIVE VERSUS OTHER SNACKS
40000
60000
80000
100000
120000
140000
160000
2008 2009 2010
Table olives Nuts Crisps
Source: MARM
(Tm)
CONSUMPTION HABITS
Source: MARM 2007
39%
21%18%
11% 11%
What drink do you associate with
olives?
Beer Water Wine Vermouth Soft drinks
CONSUMPTION HABITS
Source: MARM 2007
41%
22%
17%
14%6%
How do you buy olives?
Can Loose Glass Plastic sachet Plastic jar
CONSUMPTION HABITS
Source: MARM 2007
I use to consume olives ...
13% 5%
45%
37%
Snack Salad Side dish Ingredient
CONSUMPTION HABITS
Source: MARM 2007
0
2
4
6
8
10
Price Variety Size Brand Package
When you buy olives, how important are these
factors ?
Escale 0-10
6,65,8 5,5 5,3 5,1
CONSUMPTION HABITS
Source: MARM 2007
91,7%
8,3%
93,7%
6,3%
92,4%
7,6%
90,9%
9,1%
87,3%
12,7%
91,9%
8,1%
20 - 35 Yo 36 - 45 Yo 46 - 55 Yo 56 - 65 Yo > 65 Yo TOTAL
Are table olives a healthy product ?
YES
NO
THANK YOU!
ASEMESAMesón del Moro, 1
41004 SevillaTel. 954 229 485Fax. 954 223 261
Mail: [email protected]: www.asemesa.es
