Extra virgin olive oil (EVOO) is extremely sensitive to light, oxygen, heat and metal contact. Packaging, therefore, plays a direct role in how long an olive oil remains “extra virgin.” Major reviews from UC Davis emphasise that optimal packaging must reduce light exposure, oxygen ingress, and headspace, while also ensuring cool storage. At the same time, producers—especially small to medium Australian growers—must consider costs, machinery requirements, recyclability, consumer preferences, and minimum order quantities (MOQ). Below is the most complete and updated comparison of all common packaging formats.

1. Plastic Bottles (PET)

Quality & Shelf Life

PET offers convenience and low cost but has moderate oxygen permeability and allows light penetration, which accelerates oxidation. A 2023 study showed PET-stored EVOO experienced higher acidity, peroxide values, UV oxidation indices and sensory degradation over 12 months—especially at elevated temperatures.

Chemical Safety

Migration of PET oligomers and antimony into oil is within regulatory limits, but increases under heat.

Sustainability

rPET has a lower carbon footprint than glass, but Australian recycling for PET varies by region.

Practicality

• Cheapest and compatible with basic filling lines.
• Lightweight and non-breakable.
  
• Perceived as lower-quality for premium EVOO.
  

2. Metal Cans (Tinplate or Aluminium with Food-Grade Lining)

Quality & Shelf Life

Metal cans provide total light protection and excellent oxygen barrier characteristics. UC Davis stresses that lined cans effectively prevent metal migration and protect quality.

Compared with BIB, cans may show slightly faster oxidation when half-empty, but still protect oil well if stored cool. A 24-month study found both cans and BIB maintained EVOO within legal quality limits.

Consumer & Practical Benefits

• Easily filled by weight, needing no specialised equipment.
• Compatible with pull-up pourers that provide tamper evidence and reduce leakage.
  
• High consumer trust-no plastic contact with oil.
  
• Stackable and ideal for 3–20 L formats.
  

Sustainability

Steel and aluminium have high recycling rates in Australia.

Many producers prefer cans because Australian consumers are increasingly concerned about soft plastics, especially given the collapse of local soft-plastic recycling schemes (e.g., REDcycle).

Best for: Bulk, foodservice, premium oils, export, and producers who want reliability without specialised equipment.

3. Coloured Glass Bottles (Green / Amber)

Quality & Shelf Life

Glass is chemically inert. Coloured glass offers some UV and visible light protection—amber performs better than green - but clear glass accelerates photo-oxidation significantly.

Coloured glass slows degradation but still allows some light through, so shelf lighting and storage conditions matter.

Practicality

• Easy to fill.
• Caps can be hand-applied, or producers can install a screw-cap capping machine that forms the thread consistently, reducing leakage.
  
• Widely accepted for retail and gifting.
  

Sustainability

Highly recyclable, but heavy to transport. Bottle breakage is an inconvenience for producers.

Best for: Premium retail oils with attention to storage conditions.

4. Clear Glass Bottles

Research shows clear glass provides almost no light protection, leading to rapid losses in phenolics and faster oxidation.

UC Davis warns that clear glass should be avoided unless heavily covered by labels or cartons.

Best for: Fast-moving products or promotional oils kept strictly in the dark.

5. Bag-in-Box (BIB)

Quality & Shelf Life

Bag-in-box offers some of the best oxygen protection because the collapsing bag limits headspace oxygen, and the cardboard blocks light. Numerous studies, including 12- to 24-month trials, confirm superior preservation of phenolics, freshness, and sensory properties compared with bottles and cans.

Limitations for Australian Producers

• Requires costly specialised filling equipment (nitrogen flushing, precise tap sealing).
• High minimum order quantities for bags and taps.
  
• Soft plastics inside bags are not recyclable in most of Australia, causing consumer concern.
  

Consumer Perception

Plastic contact and disposal concerns hinder adoption, despite technical superiority.

Best for: Large producers with dedicated filling lines, subscription models, or export markets where BIB is accepted.

6. Bag-on-Valve (BOV) / Aerosol Pouch Systems

BOV packaging uses a hermetically sealed internal pouch separated from an external propellant. The oil never contacts the propellant; instead, it is dispensed by pressure.

Quality & Shelf Life

• Zero oxygen contact once sealed.
• Excellent light protection when used with opaque or metallic cans.
  
• Very low risk of oxidation compared with conventional bottles.
  

Practical Benefits for Producers

• The Olive Centre can supply BOV systems, but minimum order quantities apply, increasing upfront cost.
• Allows controlled spray application, excellent for cooking oils, finishing oils, and portion control.
  
• Protects oil quality even after repeated use, unlike bottles that suck in air after each pour.
  

Consumer & Market Benefits

• Hygienic, non-drip, clean application.
• Perceived as modern and premium.
  

Limitations

• More expensive per unit than bottles or cans.
• Cannot be easily refilled or recycled as a single stream; consumers must dispose of the metal can + internal pouch.
  

Best for: High-end culinary oils, premium lines, foodservice, and producers wanting differentiation without investing in BIB equipment.

Practical Recommendations for Australian Producers

1. For maximum quality + minimal investment → Metal cans are the best balance: easy to fill by weight, compatible with tamper-evident pull-up pourers, highly recyclable, and very protective.
2. For premium bottled products → Use dark (preferably amber) glass, avoid clear glass unless fully shrouded, and invest in a thread-forming capping machine to prevent leaks.
   
3. For innovation and high-end markets → Bag-on-valve is an excellent oxygen-free system, ideal for dressings, premium oils, and portion control—MOQ applies, but no major filling-line overhaul is required.
   
4. For long shelf-life and export → Bag-in-box remains technically superior but is limited by consumer plastics concerns, poor soft-plastic recycling, and specialised filler cost.
   
5. For low-cost, high-turnover lines → PET can work if cool, dark storage is guaranteed. Not suitable for long-term premium EVOO.
   

Conclusion

Selecting the most suitable packaging for extra virgin olive oil hinges on finding the right balance between quality preservation, consumer expectations, and production practicality. Among all options, lined metal cans stand out as one of the most reliable and efficient choices: they are easy to fill by weight, offer excellent protection from light and oxygen, avoid consumer concerns around plastics, and are highly recyclable in Australia. Coloured glass bottles remain the strongest retail performer, pairing good product protection with strong shelf appeal and flexible filling options - from hand-applied caps to automated capping machines that minimise leakage risks. Clear glass should only be used for fast-moving products due to its poor light protection. 

 While innovative systems like bag-on-valve offer outstanding oxygen exclusion and controlled dispensing, their higher cost and MOQ requirements mean they are best suited for premium or specialised product lines. PET plastic bottles can work for value-oriented, short-shelf-life oils kept in cool, dark environments, but they are not ideal for long-term storage or premium markets. 

Overall, Australian producers benefit most by matching each packaging format to the oil’s intended shelf life, sales channel, and brand positioning. Thoughtful packaging selection not only safeguards quality but also streamlines production and aligns with evolving consumer and environmental expectations.

References

• UC Davis Olive Centre (2014). Packaging Influences on Olive Oil Quality: A Review of the Literature. University of California, Davis. (Comprehensive review of light, oxygen, metals, and packaging materials.)
• Pinto, M., Soares, C., Silva, A. S. et al. (2023). “Degradation and Migration in Olive Oil Packaged in Polyethylene Terephthalate under Thermal Treatment and Storage Conditions.” Applied Sciences, 14(17), 7507. (Examines chemical migration and quality loss in PET bottles.)
  
• Iqdiam, B., Hasan, M., Agouillal, F. et al. (2022). “Influence of Headspace Oxygen on Quality and Shelf Life of Extra Virgin Olive Oil During Storage.” Foods, 11(10), 1484. (Shows how oxygen exposure accelerates oxidation in packaged EVOO.)
  
• De Leonardis, A., Lopez, F., Macciola, V. (2021). “Effects of Bag-in-Box Packaging on Long-Term Shelf Life of Extra Virgin Olive Oil.” European Food Research and Technology, 247, 839–850. (24-month comparison study of BIB vs metal cans.)
  
• Abuhabib, M. M., Serri, N. A., Aljamal, A. et al. (2025). “Evaluation of Packaging Effects on the Phenolic Profile and Sensory Characteristics of Extra Virgin Olive Oil During Storage.” Foods, 14(14), 2532. (Shows BOV/BIB-type barrier systems outperform conventional packaging.)
  
• De Feo, G., Malvano, C., Sica, C. et al. (2023). “Comparative Life Cycle Assessment of Glass Bottle and 100% Recycled PET Bottle for Extra-Virgin Olive Oil.” Sustainability, 15(4), 3665. (Shows rPET has a lower carbon footprint than glass.)
  
• Lolis, A., Katsouli, M., Kotsiou, K. et al. (2019). “Effect of Bag-in-Box Packaging on Quality Characteristics of Extra Virgin Olive Oil Stored Under Household and Abuse Temperature Conditions.” Food Packaging and Shelf Life, 21, 100368. (Demonstrates the protective effect of high-barrier films.).
  
• Esposto, S., Taticchi, A., Urbani, S. et al. (2022). “Effect of Light Exposure and Packaging Conditions on the Quality and Shelf Life of Virgin Olive Oil.” Journal of the Science of Food and Agriculture, 102(10), 4304–4313. (Quantifies degradation rates in clear vs coloured containers.)
  
• FSANZ (Food Standards Australia New Zealand) (2020). Food Packaging and Migration Guidelines. (Authoritative reference for food-contact material safety, including PET and metal linings.)
  

Introduction

Olive oil - especially extra virgin olive oil (EVOO) - has become a pantry staple in Australia, reflecting both culinary traditions and modern health trends. Australian consumers are increasingly researching and buying olive oil through digital channels, from Google searches and social media to e-commerce platforms. This report presents a deep-dive analysis of current online trends around olive oil in Australia, examining search behaviour, consumer preferences, social media conversations, and online shopping patterns. The goal is to equip Australian olive oil producers with insights to capture market share via digital marketing, stronger customer engagement, and tailored product strategies. Key trends in branding, pricing, packaging, certifications (organic, cold-pressed, etc.), and storytelling are highlighted, with data from reputable Australian sources and market research. Strategic recommendations are provided to guide producers in aligning with these trends. 

Market Overview and Search Trends in Australia 

Australia’s olive oil market is growing steadily, driven by health consciousness and changing diets. The market reached about USD 440 million in 2025 and is forecast to grow ~4.2% annually, reaching USD 638 million by 2034. Much of this growth is spurred by heightened consumer awareness of olive oil’s health benefits and the popularity of Mediterranean diets, as well as improved domestic production and broader culinary use of olive oil in Australian kitchens. 

Search Engine Trends: Online search behaviour offers a window into consumer interest. According to Google Trends data, searches for “extra virgin olive oil” dominate Australian queries related to olive oil, peaking at very high popularity in early 2025. Interest in organic olive oil is also on the rise - Google search volumes for organic EVOO in Australia increased by roughly 50% over recent years. This suggests more Australians specifically seek out terms like “organic olive oil” and “extra virgin”, aligning with a growing focus on purity and quality. 

General food search trends underscore olive oil’s relevance. During the 2020 pandemic lockdowns, for example, there was a noticeable bump in olive oil interest as more people cooked at home. In the past year, spikes in search queries have also corresponded with news of olive oil shortages and price increases - Australians queried about olive oil prices and alternatives when global supply issues hit. Health-related searches (e.g. “olive oil health benefits” or the TikTok-inspired “olive oil shot”) have trended as well, reflecting a blend of genuine curiosity and viral fads. Overall, high search interest in EVOO and related topics indicates a robust online demand for information, which producers can meet through search-optimised content (recipes, health articles, FAQs about olive oil quality, etc.). 

@brutamerica Olive oil shots are the latest influencer wellness trend, but are they actually good for you? #oliveoil #oliveoilshot #tiktoktrend #healthylifestyle ♬ original sound - Brut.

Consumer Mindset in Searches: Importantly, search queries reveal that many consumers are still educating themselves on olive oil. Common questions revolve around the differences between olive oil grades, usage tips, and health effects. This is not always positive – as one industry observer noted, people remain “confused as ever” about this simple product despite their curiosity. For example, some Australians historically misunderstood labels like “light” or “pure” olive oil (assuming “light” meant fewer calories, when it actually denotes refined oil with a lighter flavour). The high volume of “extra virgin” searches suggests that public awareness is improving, but producers should continue to use digital content to clarify terms and promote the superior qualities of Australian extra virgin olive oil.

Evolving Consumer Preferences in the Digital Era

Australian consumers’ preferences for olive oil are shifting in ways that are clearly visible online. Three major drivers define these preferences: health and wellness, premium quality & origin, and sustainability values. At the same time, economic pressures mean value and affordability are still crucial. Producers need to balance these factors in their digital marketing and product offerings. 

• Health & Wellness Focus: Health considerations are paramount. Australians increasingly view olive oil as a healthy fat source – rich in monounsaturated fats and antioxidants – and this is driving up demand for extra virgin and other minimally processed oils. The influence of the Mediterranean diet’s popularity (with olive oil at its core) and advice from nutritionists has encouraged consumers to swap out traditional vegetable oils for olive oil as a “natural and healthier choice”. Social media has further fueled health perceptions: for instance, a TikTok trend of taking a daily “olive oil shot” gained traction in 2023, with influencers touting myriad benefits. Nutrition experts responded that while olive oil is indeed beneficial, it’s best consumed as part of a balanced diet rather than as a miracle quick-fix. Still, the viral conversation underscored consumers’ belief in olive oil’s health properties and provided an opportunity for education. Producers can tap into this by highlighting evidence-based health benefits (heart health, anti-inflammatory properties) in their online content and by engaging health-oriented communities or influencers. 
• Premiumization and Origin: Australian consumers are increasingly trading up to premium olive oils, a trend that emerges both in online reviews and sales data. There is a marked shift toward premium, extra virgin, and organic olive oils, driven by demand for purity, flavour, and traceable quality. In Australia, locally produced EVOO – often fresher due to shorter supply chains – is gaining favour over mass-market imports. One market report noted that the popularity of cold-pressed, extra virgin and organically certified oils has “grown substantially” in line with the clean eating movement. Consumers (especially in urban areas) are paying more attention to where their olive oil comes from and how it’s made. This has benefited Australian producers who emphasise estate-grown, single-origin oils and quality seals. Indeed, boutique Australian EVOO producers report that customers appreciate the freshness and flavour of local oils and are willing to pay for a high-end product. Online, this trend is visible in the growth of gourmet olive oil offerings and the storytelling around them. Producers like Primo Estate have introduced early-harvest “First Run” EVOOs with rich flavour profiles, and these launches are promoted through digital channels to entice “food enthusiast” consumers. Awards and certifications also play into premiumization – for example, Australian brands showcase medals from competitions (like the Australian International Olive Awards) on their websites and social media to build trust. In summary, quality, authenticity, and origin story are key selling points: Australian shoppers seek assurance that an oil is genuine extra virgin, fresh and perhaps even from a local grove they recognise. Successful brands are using digital storytelling to convey these points – introducing the growers, explaining varietals, and using imagery of Australian groves – to differentiate their premium oils.
• Value and Variety: At the same time, the market has a pragmatic, value-conscious side. In a high-cost-of-living climate, many shoppers remain price-sensitive and look for value options. Private-label olive oils (the supermarket brands) have gained traction as affordable choices, accounting for a significant share of sales. In fact, industry data shows supermarket private labels are increasing market share in olive oil, as budget-conscious consumers perceive them to offer good quality for a lower price. Online grocery platforms often highlight these homebrand EVOOs prominently (e.g. Coles or Woolworths online will feature their own EVOO next to brands). The price surge in 2023-2024 has further sharpened this focus on value. Australian olive oil prices rose roughly 20% in the past year due to poor harvests and higher costs, and imported European oils skyrocketed almost 70% in price due to global shortages. Uniquely, this pushed Australian EVOO to price parity with imports – a 750ml domestic Cobram Estate EVOO (~A$25) now costs about the same or less per volume than a comparable imported brand like Bertolli. Some mid-tier Australian brands (e.g. Squeaky Gate) are even cheaper per unit than big European names. This scenario, highlighted in mid-2024, means Australian producers can compete on price more effectively than before. It also means consumers are carefully comparing prices online. Producers should ensure that their pricing and pack sizes are optimised for online shoppers – for instance, offering larger economy packs or bundles for cost-per-ml savings, and communicating any price advantage of local oil due to fresher supply. It’s worth noting that smaller artisanal producers generally cannot and do not compete on price; instead, they compete on quality. As one premium producer put it, “we produce the best we can rather than compete on price… on the whole we produce a higher-end product”. Thus, the market is bifurcating between high-end oils with a quality story and value oils for everyday cooking, and both segments are thriving online.  
• Sustainability and Ethical Choices: Sustainability has emerged as a significant factor in food purchasing decisions, including olive oil, particularly among younger consumers. Australian shoppers “care about the environment, but cost remains a barrier” to fully realising those values. Products that combine eco-consciousness with affordability, like refillable packaging or fair-trade and local products, are seeing strong growth. In the olive oil sector, this translates to rising interest in organic farming practices, carbon footprint reduction, and sustainable packaging. Consumers respond positively to brands that demonstrate environmental responsibility – for example, participation in sustainable agriculture programs or certifications like organic, biodynamic, or carbon-neutral. This trend is evident in online conversations: environmentally conscious consumers might ask whether an oil is from organic olives or packaged in recyclable materials. Producers and industry groups have taken note. The Australian Olive Association’s recent consumer research stressed that to succeed, brands must “balance affordability, health, and sustainability” – essentially meeting basic needs while appealing to aspirational values. We see Australian olive oil companies increasingly highlighting sustainable practices on their websites (solar-powered mills, regenerative farming, etc.) and using eco-friendly cues in branding (green imagery, recycled-paper labels, etc.). The Olive Wellness Institute and other bodies also educate consumers about the natural, minimally processed nature of extra virgin olive oil, linking it to clean eating and sustainability.  
  

Social Media Conversations and Community Engagement

Social media is a powerful arena for shaping consumer perceptions of olive oil in Australia. Across platforms like Instagram, Facebook, TikTok, and YouTube, there’s a lively conversation ranging from cooking inspiration and recipes to health tips and brand storytelling. Australian olive oil producers and industry groups have recognised this and are leveraging social media to engage consumers where they seek food inspiration.

• Influencer Campaigns – “Get Drizzling”: A standout example is the Australian Olive Oil Association’s “Get Drizzling” campaign, a nationwide digital marketing initiative launched in late 2023. This three-year campaign is social-first and influencer-driven, aiming to change how Australians use olive oil by encouraging them to drizzle it on everything – even unexpected foods like ice cream – as a finishing touch. The AOOA assembled a team of prominent Australian tastemakers (celebrity chefs, recipe developers, and Instagram foodies) to create engaging content demonstrating how a simple drizzle of EVOO can transform a dish from “blah to ahhh”. The content strategy tapped into viral-friendly elements: short, high-energy recipe videos, satisfying drizzle visuals (even ASMR sound design of pouring oil), and before-and-after food shots to dramatise the difference. This campaign resonated strongly on social media. In its first week, over 1.1 million people were reached on Instagram and Facebook, and a launch TikTok video garnered 560,000+ views – impressive organic engagement for a culinary product. By presenting olive oil as a “simple, healthy, and delicious” vital ingredient, the campaign successfully sparked conversations and got consumers sharing their own “drizzle moments” online. The campaign’s success illustrates how effective storytelling and influencer partnerships can shift consumer behaviour: AOOA reports that Australians did start drizzling more oil, more often, as the idea caught on. For producers, the takeaway is that creative content and social media outreach can reposition olive oil in consumers’ minds – from just a salad dressing to an everyday finishing condiment. It also shows the benefit of industry collaboration; the brand-agnostic approach meant all olive oil brands stood to gain from heightened usage. 
• Health Trends and UGC: Health and lifestyle trends related to olive oil frequently bubble up on social media. We mentioned the “olive oil shot” challenge on TikTok, which had users drinking a shot of olive oil each morning. Australian users participated in this global trend, posting their experiences and claiming benefits. While experts clarified that moderate daily intake as part of meals is preferable, the trend nonetheless increased awareness of EVOO’s healthfulness among younger audiences. Other viral topics include DIY beauty or wellness uses of olive oil (hair masks, skin moisturisers), though these are side conversations compared to food content. Instagram and Pinterest are full of recipe videos where olive oil features prominently – from smashed potatoes drizzled with local EVOO to olive oil cakes for dessert. Many Australian food influencers and dietitians regularly extoll extra virgin olive oil for cooking, often tagging brands or the #australianEVOO hashtag. The Mediterranean diet theme also shows up; for example, Australian nutrition bloggers might share infographics on olive oil’s role in heart health, generating comments and shares. Producers should engage with these organic conversations by providing expert input (through blog posts or comments) and perhaps collaborating with nutrition influencers to reinforce positive messages. 
• Community and Storytelling: Social media enables olive oil brands to create a community and share their heritage. Australian boutique producers often use Facebook or Instagram to post updates from the grove – e.g., harvest season photos, new oil releases, or behind-the-scenes videos of crushing olives. This kind of storytelling builds an emotional connection and authenticity. It’s common to see posts highlighting that an oil is “first cold-pressed this morning, straight from our farm in Victoria”, which can drive enthusiasm and direct online sales. Some brands host live virtual tastings or Q&A sessions on Facebook Live/Instagram Live, educating viewers on how to taste olive oil or how to pair oils with foods, thus deepening consumer appreciation. Additionally, user-generated content (UGC) plays a role. Enthusiastic home cooks might tag a brand when they use its olive oil in a recipe post. 

Sentiment on social media toward olive oil in Australia is broadly positive – it’s associated with a gourmet lifestyle and health. However, companies must also be ready to address any negative or controversial chatter. For example, if there are discussions about “fake olive oil” or adulteration (a concern that sometimes circulates globally), Australian brands can proactively communicate their quality standards and certifications to reassure followers. The Australian industry has a Code of Practice and stringent testing for authentic extra virgin claims, and explaining this on social platforms can bolster consumer trust. 

In summary, social media conversations in Australia reveal a fascination with olive oil’s culinary versatility and health credentials. The community is receptive to education and inspiration. Australian producers are successfully using content marketing and influencers to elevate olive oil’s profile – turning it from a commodity cooking oil into a source of culinary creativity and wellness. Going forward, maintaining an active, authentic social media presence will be key to capturing younger demographics and sustaining olive oil’s trending status.

Online Shopping Behavior: E-commerce and Direct-to-Consumer Channels

The way Australians buy olive oil is evolving with the rise of e-commerce. While supermarkets remain the dominant retail channel, a significant shift toward online grocery shopping and direct-to-consumer (D2C) sales has occurred, accelerated by the pandemic and changing consumer habits. Producers should note the omnichannel nature of today’s shoppers – in fact, over half of Australian households now shop across four or more retailers, mixing online and offline. This section compares the key online channels for olive oil sales and how producers can leverage each: 

1. Brand Direct (D2C) Websites: Many Australian olive oil producers, from large companies to boutique groves, now operate their own e-commerce sites. Through D2C online stores, they can tell their brand story, offer the full range of products (including specialty lines not available in supermarkets), and build direct relationships with consumers. A notable trend in D2C is the introduction of subscription services and bundles. For example, Cobram Estate – Australia’s largest olive oil producer – has launched a subscription program delivering refill pouches of EVOO to customers on a schedule. Subscribers receive fresh new-season oil in eco-friendly pouches (filled in Victoria) with free shipping, and they can return the empty pouches for recycling at no cost. This model taps into several consumer desires: convenience, freshness, sustainability, and cost savings (subscribers get a better per-litre price). The success of such programs indicates a direct channel opportunity: loyalty loops where consumers commit to regular deliveries of their favourite local oil. Other producers offer “olive oil clubs” or seasonal new harvest allotments via their websites. D2C sites also allow selling of value-added products (e.g., gift packs, infused oils like garlic- or chilli-infused EVOO, olive-based skincare) and providing rich educational content to support the sale (blog recipes, usage tips, etc.). Australian producers should ensure their websites are mobile-friendly and optimised for search, as many shoppers will discover brands via Google and then land on the official site to purchase or learn more. 

2. Online Marketplaces (e.g., Amazon): Amazon Australia (amazon.com.au) has expanded its grocery and pantry offerings, including olive oils. Consumers can find both domestic brands and imported oils on Amazon. For instance, listings exist for Cobram Estate’s Australian EVOO, as well as international brands (Spanish, Italian) and niche products like high-polyphenol oils. Marketplaces offer convenience (one-stop shopping and fast shipping) and often cater to shoppers looking for bulk deals or hard-to-find imported varieties. However, compared to categories like electronics, Amazon is not yet the first choice for many Australian grocery shoppers – supermarkets still hold that role. Nonetheless, e-commerce marketplaces are growing and serve a segment of consumers who trust online reviews and the ease of delivery. A trend worth noting is that some boutique producers use marketplaces to reach customers outside their region or to offload surplus. Internationally, Amazon has been a channel for olive oil subscription boxes and bulk sales; we may see something similar in Australia as Amazon’s grocery arm grows. Additionally, other marketplaces like Catch.com.au or eBay see olive oil sales, and even social commerce (Facebook Marketplace or community groups) can be minor channels (for example, people selling home-pressed oil in community groups, though that’s niche and not always legal if unlicensed). For producers, the key is to maintain a presence where digital consumers shop. If listing on Amazon, ensure the product page has detailed info (origin, tasting notes, certifications) and encourages satisfied buyers to leave reviews, since ratings can heavily influence purchase decisions online.

3. Supermarket Online Grocery Platforms: Coles Online and Woolworths Online are hugely important for olive oil retail, given these chains’ market dominance. Consumers increasingly order their groceries online for delivery or click-and-collect, and olive oil is a common item in the virtual cart. The online shopping behaviour here mirrors in-store behaviour in many ways: shoppers compare brands and prices, look at product images and descriptions, and may even read reviews/Q&A on the product pages. One notable trend is the prominence of private label EVOO on these platforms – for example, Woolworths’ own brand or Coles’ brand olive oil often appears at top results due to its lower price, capturing budget-conscious clicks. As mentioned, private/store brands now represent a large portion of sales (historically up to ~40% by volume), appealing to value-focused buyers. For branded producers, winning in online grocery means ensuring your product has good visibility (through search keywords on the site, or promotions that get it on the front page), competitive pricing, and compelling information. It’s useful to provide high-quality images and even videos for the retailer’s site if possible. Promotional strategies like “Buy 2, Save 20%” or bonus loyalty points can drive online grocery sales just as they do in-store. Another behaviour is that many consumers rely on the filters and categories – e.g., filtering by “Australian made” or “organic” on the supermarket app. Thus, having the correct attributes (Australian, organic, etc.) tagged to your product in the retailer’s database can help niche products be discovered. In short, being a favoured choice on Coles/Woolworths online requires a mix of strong brand reputation (some shoppers search by brand or product name) and smart collaboration with the retailer for online merchandising. 

4. Local Gourmet Marketplaces and Delivery Services: Beyond the big players, Australia has seen growth in specialised food e-commerce. Examples include Harris Farm’s online store (for gourmet and local products, mainly in NSW), farmers’ market aggregators, and boutique food delivery startups. These cater to consumers looking for artisan products and willing to pay a premium. Australian olive oils that are single-estate or award-winning often find a home in these channels. For instance, an online boutique might carry a range of Australian EVOOs with detailed tasting notes, much like a wine retailer. They might offer sampler packs (to let consumers try 3–4 different regional oils) or pair olive oil with other local delicacies (olives, dukkah, bread mixes) for curated gift hampers. The consumer behaviour here is exploratory and quality-driven: they browse for unique flavours and are influenced by storytelling. Reviews, expert curation, and provenance information are key. While volume through these channels is smaller, it’s a valuable segment for producers focusing on the premium and gift market. Ensuring your product is listed on well-known gourmet sites or partnering with meal-kit delivery services (some high-end meal kits include premium olive oil samples) can expose your brand to foodie audiences. 

Online Directories and Marketplaces for Producers: It’s also worth noting initiatives like the Australian Olive Directory or regional produce portals, which list local olive oil producers and sometimes facilitate online ordering. Food Innovation Australia Ltd (FIAL) and other bodies have been promoting Australian food exports via online catalogues; domestically, similar efforts help connect consumers to local producers. Producers should take advantage of any free listings on such platforms to increase digital discoverability. 

As shown above, omnichannel presence is key. An Australian olive oil producer might sell bulk to supermarkets, while also maintaining a boutique D2C line for hardcore fans and engaging customers on Amazon or similar for convenience buyers. The NielsenIQ data confirms this omnichannel reality: half of Australian households shop across 4+ retailers, blending online/offline, so being absent on a major channel means missing potential customers. 

Consumer Expectations Online: Regardless of channel, Australian consumers shopping for olive oil online expect certain things. They want rich information – clear labelling of whether the oil is extra virgin, the origin (Australian or imported, region if possible), any certifications (Certified Organic, Australian Olive Association Code of Practice stamp, etc.), and even harvest date or best-by date for freshness if provided. They also value peer reviews: a product with strong positive reviews (either on Amazon, on the supermarket site, or even testimonials on a brand site) will have an edge. Convenient delivery options and return policies (for D2C) can influence decisions as well. As online grocery shopping becomes routine, features like subscription (save the hassle of reordering) or bundle discounts can lock in repeat customers. 

Finally, price comparison is very transparent online. Shoppers can quickly compare the unit price of oils across brands and channels. This forces producers to be cognizant of their pricing strategy. Some may choose to offer exclusive packs online (e.g., a 3-litre cask or a twin-pack) to avoid direct price wars with supermarket SKUs, while offering value to the online buyer. Others might highlight the added value (free recipes, a small gift with purchase, etc.) to justify a premium price on their website. The emphasis should be on conveying the total value – not just the liquid in the bottle, but the quality, purity, and experience it brings – especially when appealing to the segment of consumers willing to pay more for a superior product. 

Branding, Packaging, and Certifications: Digital Differentiators

In a competitive market, how an olive oil is presented and perceived can be as important as its taste. Branding, packaging, and certifications all contribute to a product’s story and trustworthiness, which are crucial in online marketing where customers can’t physically taste or inspect the product. Below, we examine key trends in these areas and how Australian producers are adapting: 

• Authentic Branding and Storytelling: Australian olive oil brands are increasingly using branding to emphasise authenticity, local origin, and heritage. A strong brand narrative can set a product apart on a digital shelf. For example, many producers highlight that their oils are 100% Australian Extra Virgin – signalling compliance with the strict Australian Standard for olive oil (which, for instance, does not permit misleading terms like “Extra Light” on quality oils ). Brands often weave their farm story into marketing: family-owned groves, harvested by hand, pressing olives within hours of picking, etc., to paint a picture of craftsmanship. Online, this storytelling is conveyed through “About Us” pages, short videos, and social media posts. We see tags like #KnowYourFarmer or features on particular groves. This aligns with consumer desires to know the provenance of their food. A compelling story can justify a premium price and engender loyalty – customers feel they are supporting a passionate local producer rather than a faceless product. Awards and endorsements are another facet of branding. Many Australian EVOOs have won medals at international competitions; displaying these badges on websites or ecommerce images immediately signals quality to consumers who may not know the brand. Similarly, producers partner with chefs or get featured in celebrity recipes (e.g., a famous Australian chef might mention using a certain EVOO brand), and those mentions are amplified in branding. The tone of branding in Australia has also shifted to be more contemporary and vibrant, aiming to shed olive oil’s old-fashioned or “ethnic specialty” image. The AOOA’s campaign, for instance, used bright colours and youthful energy to make olive oil “trendy”. Brands are following suit with modern label designs and engaging content, targeting younger cooks and “foodie explorers” in the 25–54 age group who heavily use the internet for food inspiration. 
• Packaging Innovations: Packaging is not only about aesthetics but also about functionality and sustainability, both of which are key to attracting today’s consumers. A major trend is the move towards eco-friendly packaging solutions in the olive oil industry. Globally and in Australia, producers are shifting from traditional plastic bottles to more sustainable options. Glass bottles (preferably recycled glass) remain popular for premium oils, often with dark-tinted glass to protect the oil from light and to convey quality. We also see a resurgence of tin cans (metal cans) for olive oil, which are fully recyclable and shield the oil from light. Some innovative companies are introducing aluminium bottles or cans with reusable caps to preserve freshness – for example, a Greek producer launched EVOO in aluminium cans with a special “fresh cap” to minimise oxidation and provide a sleek look. In Tunisia, a major brand recently rolled out large refill pouches (750ml) for olive oil, allowing consumers to refill their glass bottles and cutting packaging material by 96%. This concept is very much in line with what leading Australian brands are doing: as noted earlier, Cobram Estate’s subscription uses soft packs and encourages returning them for recycling. Such refill and return schemes turn packaging into a point of engagement and environmental responsibility, which can be a strong selling point online. In fact, the Australian consumer appears ready for refillable packaging, as evidenced by Nielsen research: products that offer eco-conscious packaging and affordability (like refills that are cheaper than buying new bottles) are seeing strong growth. We can expect more Australian olive oil to be sold in casks or pouches (similar to wine casks, but for oil) for both sustainability and freshness reasons (oil stays protected from air until use). 

Strategic Insights and Recommendations for Producers 

Given the analysis above, Australian olive oil producers should consider the following strategic actions to capitalise on online trends and boost market share:

1. Embrace Digital Marketing and Storytelling: It’s no longer optional for olive oil brands to have a digital voice – it’s essential. Producers should invest in content creation that educates and inspires. This includes maintaining active social media profiles with regular recipes, cooking tips, and behind-the-scenes looks at production. The success of campaigns like “Get Drizzling” shows that engaging content can change consumer behaviour. Even smaller producers can apply this lesson by partnering with micro-influencers (local chefs, food bloggers, nutritionists) to create content around their olive oil. Storytelling should highlight what makes your product special – whether it’s the variety of olives, the region, the family tradition, or the awards won. By building an emotional narrative and providing useful information, you foster a community of fans who not only buy your oil but also advocate for it online. 

2. Leverage Search Trends with Smart SEO: With so many consumers searching for terms like “best olive oil for health” or “Australian extra virgin olive oil”, producers should ensure they capture these queries. This means optimising website content for relevant keywords and answering common questions. For example, a producer’s blog could have articles on “Extra Virgin vs Pure Olive Oil” or “Health benefits of cold-pressed olive oil” to attract search traffic and establish authority. Additionally, consider using Google Trends or tools to monitor emerging search queries (e.g., if “olive oil for keto diet” spikes, perhaps create content around how EVOO fits a keto lifestyle). Being proactive in SEO helps direct interested consumers to your own site or product pages rather than to third-party content. Also, ensure your product listings on major retailers include keyword-rich descriptions (many people search within Coles/Woolworths sites for “olive oil extra virgin Australian”; having those terms in your product title will help your product show up).

3. Optimise E-commerce Channel Strategy: As discussed, a multi-channel approach is key. Ensure your product is visible and attractive on the platforms that matter: - On your D2C site, streamline the user experience: fast load times, easy checkout, clear product categorisation (everyday oils vs premium oils vs gift sets, etc.). Highlight incentives like free shipping thresholds or first-time buyer discounts. Consider offering exclusive bundles or limited harvest editions through D2C to differentiate from retail offerings. - On supermarket online portals, work with category managers to maximise your product’s exposure. Engage in digital promo campaigns (banner ads on their site, inclusion in their email newsletters for new products or specials). Also, maintain adequate stock to avoid appearing as “out of stock” online, which can quickly lose sales. - On marketplaces like Amazon, ensure competitive pricing and consider the logistics (fulfilment by Amazon can help with Prime customers). Solicit customer reviews by following up with purchasers, since a high star rating will boost future sales. Also, keep an eye on unauthorised resellers or any pricing inconsistencies that could hurt your brand image. - Explore new channels: For instance, specialty meal kits or subscription food boxes often seek high-quality local products to include – olive oil samples could be a great fit. Partnering with one can get your brand into the hands of food enthusiasts who may then order full-size bottles from you. 

4. Deepen Customer Engagement and Loyalty: Capturing a sale is good; retaining a customer is better. Olive oil, being a repeat purchase product, lends itself well to loyalty programs. Producers should consider implementing subscription models or loyalty clubs (as Cobram did) to lock in repeat business. Offer subscribers perks like a slight discount, early access to new harvest oils, or exclusive content (recipes from a famous chef using your oil, etc.). Use email marketing to stay in touch with customers – for example, send seasonal recipes or a reminder when it’s time to re-order based on their last purchase. Encourage customers to follow your social media and maybe run occasional contests or giveaways (user-generated content contests can both promote engagement and provide you with marketing material). High engagement not only boosts repeat sales but turns customers into brand ambassadors.

5. Highlight Value – Both Quality and Affordability: In your communications, make sure to address both sides of the value equation. Emphasise the quality benefits of your olive oil: e.g., health advantages (perhaps cite that it’s high in polyphenols, which are great for health, linking to credible sources), culinary advantages (rich flavour, elevates dishes), and trust factors (certified extra virgin, award-winning, etc.). Simultaneously, acknowledge consumers’ budget considerations by offering solutions: “Our 3L cask offers the best value per millilitre for families” or “A little of our robust EVOO goes a long way in flavour, making it cost-effective”. If your price is higher than average, justify it by explaining the premium processes (early harvest yield is lower but produces intense flavour, organic farming is costlier but better for you and the planet, etc.). Transparency here can convince consumers that you’re not just more expensive for the sake of it, but because you deliver a superior product. Also, monitor and respond to competitor pricing – if imported oils drop in price due to a better harvest in Europe next year, be ready to communicate why staying with Australian oils (freshness, supporting local farmers, etc.) is still a worthy choice. 

6. Capitalise on Health and Certification Trends: The health halo of olive oil is a huge marketing asset. Reinforce it in your digital strategy by, for example, publishing nutritional info and comparisons (show that your EVOO has no cholesterol, is rich in vitamin E, etc.). Engage with health professionals – maybe sponsor a nutrition webinar or partner with a dietitian influencer for a live Q&A on Instagram about cooking with olive oil for wellness. Moreover, use certifications proactively: if your oil is organic or certified sustainable, put those badges front and centre on product images online. If it’s certified Carbon Neutral or your company participates in an environmental initiative, share that news. Australians are increasingly looking for ethically produced foods, so any credible certification or practice (like fair labour, regenerative farming) can become a selling point. For instance, if you have OliveCare certification (Code of Practice), mention that the oil is laboratory-tested for purity and freshness – this can set minds at ease for those wary of adulterated imports. 

7. Innovate in Product and Packaging: Stay abreast of the innovation trends and consider adopting those that fit your brand. The push towards sustainable packaging is one area where you can differentiate. Perhaps introduce a refill pouch product and a branded reusable bottle for your customers (as some global brands have done with aluminium bottles and fresh caps). Market this as both eco-friendly and freshness-preserving. If you produce flavoured oils (lemon-infused, chilli-infused, etc.), note that consumers enjoy variety – highlight these as ways to add gourmet flair to home cooking (these often do well as gift sets online). Keep an eye on emerging flavours or formats (e.g., spreadable olive oil blends as butter alternatives) that could catch on. Additionally, be ready to communicate about any technological innovations you employ (for example, if you implement blockchain traceability from tree to bottle, some brands are starting to talk about that to satisfy the ultimate transparency geeks). Even if not, simple tech like QR codes linking to a video of your latest harvest festival can make your product feel alive and connected to consumers. 

8. Collaborate and Educate through Industry Initiatives: The Australian olive industry has collective efforts (AOOA campaigns, Olive Wellness Institute research dissemination, etc.) – plug your brand into these where possible. Share relevant industry content (like infographics about Australian olive oil’s lower acidity or higher antioxidants). By being an active voice in industry-wide education, you also elevate your brand’s profile. Consider volunteering for any case studies or pilot programs (say, a digital platform that tells regional food stories) – those often get media coverage. Education is particularly important to continue clearing up misconceptions; as mentioned, many consumers may not know that “light” olive oil isn’t lower calorie, or that you can fry with extra virgin olive oil (some still believe you can’t). Use your platforms to correct these myths – it ultimately expands the usage occasions for your product (for instance, more people might start using EVOO for sautéing if they learn its smoke point is sufficient for home cooking). 

9. Monitor Feedback and Adapt: Digital channels provide a wealth of feedback – product reviews, social media comments, customer service emails, etc. Use these to gauge what consumers like or dislike. Are there frequent complaints about the pour spout dripping? Maybe modify your bottle design. Do customers rave about a particular flavour note in your oil? Emphasise that in marketing. If online reviews highlight that your 1L bottle is too big and goes rancid for a single person, perhaps introduce a 500ml option. This agility in responding to consumer feedback will improve satisfaction and build loyalty. Publicly responding to queries or issues (especially on social media or in review responses) helpfully also shows you care and builds trust with onlookers. 

10. Balance Affordability, Health, Sustainability – the Triple Bottom Line: Finally, keep in mind the overarching insight from consumer research: winning products tend to “meet both basic needs and aspirational values”. For olive oil, the basic need is to be a tasty, healthy cooking ingredient at a fair price; the aspirational values include wellness, gourmet lifestyle, and environmental responsibility. Strive to hit all these notes. For example, offer a reasonably priced everyday EVOO that is still extra virgin (healthy) and Australian-grown (sustainable/ethical) for the mass market, and a line of gourmet, innovative oils for the foodies willing to spend more. Market them appropriately but under a consistent brand ethos. By doing so, you can capture a broad audience – from the budget family shopper to the organic devotee to the foodie Instagrammer – and adapt as trends evolve.

In conclusion, the Australian olive oil landscape online is rich with opportunity. Consumers are searching, sharing, and shopping for olive oil like never before, and they respond to authenticity, quality, and engagement. Australian producers who harness digital tools to tell their story, connect with consumers’ values, and deliver convenience and trust will be well-positioned to grow their market share. The combination of a strong digital presence and adherence to quality can turn a traditional product like olive oil into a modern success story – one drizzle at a time.

Sources

• NielsenIQ – Consumer Trends & Values (2025): Omnichannel shopping norms, rise of private labels, and sustainability as a catalyst. These insights underscore the need for a balanced value proposition (affordable, healthy, sustainable). 
• Olive Oil Times – AOOA “Get Drizzling” Campaign (2023): Details of the Australian Olive Oil Association’s digital campaign targeting 25–54 year-olds via social media and influencers, achieving over 1.1 million reach in one week. Emphasised olive oil as a simple, delicious addition to all foods and saw strong engagement on Instagram/TikTok.
• Marketing Magazine (AUS) – Case Study on Olive Oil Content Strategy (2025): Analysis of the “Get Drizzling” campaign’s creative approach – using food “hacks,” short-form videos, and diverse influencers to reposition olive oil usage. Resulted in increased consumer drizzle behaviour and proved the effectiveness of a social-first strategy. 
• IMARC Group – Australia Olive Oil Market Report (2025): Market size and growth projections; key trends of the Australian market, including shift to premium & organic EVOO, broader culinary adoption beyond Mediterranean cuisine, and the rise of e-commerce as a vital channel for olive oil. 
• The Guardian – “Oil up: Aussie EVOO hits price parity with imports” (Aug 2024): Report on ~20% rise in Australian olive oil prices and ~70% rise in imports due to global shortages, leading to Australian brands now matching or undercutting European prices. Notes that Cobram Estate 750ml at A$25 is slightly cheaper per unit than Bertolli’s Italian equivalent. Also features local producer quotes about focusing on high-end quality rather than volume pricing. 
• Olive Oil Times – TikTok Olive Oil Shot Trend (2023): Coverage of the social media trend of drinking olive oil shots each morning and expert commentary on its merits. Indicates how such trends drive interest in olive oil’s health aspects (while reminding that moderate use in diet is key). 
• Olive Oil Times – Eco-Friendly Packaging Trends (2024): Highlights global move toward sustainable packaging in olive oil – use of aluminium cans, recyclable refill containers, less plastic – aligning with consumer preference for eco-friendly products. Emphasises packaging designed to protect oil quality (dark bottles, airtight seals) and examples like refill pouches by major brands. 
• Cobram Estate – Direct-to-Consumer Subscription (2025): Example of an Australian brand’s D2C innovation – subscription bundles with sustainable pouches of EVOO delivered, offering better value per litre and recycling of pouches. Illustrates a successful integration of convenience and sustainability in packaging and delivery. 
• Accio (compilation) – Olive Oil Industry Trends (2025): Confirms that online interest in EVOO is high (searches peaking at normalised 99/100) and private-label oils and DTC sales are gaining share worldwide. Also notes consumers prioritise minimally processed, heart-healthy oils and care about certifications (PDO/PGI, etc.) – trends reflected in the Australian market. 
• Australian Olive Association – Consumer Survey Insights: Past findings (2016) that olive oil consumption declines were driven by lower-quality imports, while Australian EVOO consumption was growing, highlighting the importance of promoting local EVOO quality to continue this growth. While older, it provides context that consumer education and preference have been shifting towards Australian EVOO for years. (Contemporary data and campaigns further support this trend.)