Mexico represents a market with enormous possibilities for Olive Oils from Spain

A country that buys European olive oils

The presentation of the European Olive Oil World Tour Experience Mexico campaign takes place.

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There are an infinite number of factors and indicators that place Mexico as a market with enormous possibilities for Olive Oils. To begin with, it must be taken into account that, despite the cultural proximity with Spain, Olive Oils only represent only 1,16% of the consumption of vegetable fats in that market. That gives us a per capita consumption of about 135 grams per inhabitant per year. This is a very low figure even compared to other countries in Latin America; For example, Brazilians consume around 500 grams per capita. And that does not mean that consumption has stagnated in recent years. In fact, imports have grown by almost 300% in the last two decades, but far from the evolution of other more mature markets. With a Mexican population that exceeds 120 million inhabitants, the potential for growth is evident.

 

At the same time, Mexicans have shown enormous concern in recent years about eating healthier. And it is not at all strange since, according to data published in 2020 by the Ministry of Health of the Federal District, Mexico ranks first in the world in terms of childhood obesity and second in adults. That is why a change in trend has been seen that coincides with the health crisis that manifested itself in an increase in the consumption of Olive Oils, at the same time as the consumption of foods rich in saturated fats decreased. This, together with a change in culinary habits, with the return to cooking at home, has meant that In 2019 and 2021, sales of Olive Oils in Mexico have grown by 84%.

 

Mexico buys olive oils from Europe

 

If we look in more detail at the imports of Olive Oils from Mexico, we see that it is a very loyal market for European olive oils, which in 2021 reached 22.889 tons, 97,78% of all the Olive Oils purchased by this country. , which in that year reached 23.407 tons. The total value of these oils exceeded 100 million euros. 91,09% of imports of this product came from Spain (21.322 tons) for a value of more than 80 million euros. With these percentages, Mexico becomes one of the most loyal markets for European olive oils. We just have to see that nine out of every ten bottles of olive oil sold in Mexico come from Spain.

 

 

9 out of every 10 bottles of Olive Oils sold in Mexico come from

Spain

 

 

But economic data is not enough to understand such a complex market. For this reason, the company specialized in market analysis Ikerfel has carried out an analysis on the vision that Mexicans have who have consumed Olive Oils.

 

El European “liquid gold” It is recognized by 99% of Mexicans surveyed, being the leader in this aspect above the rest of the fats. Furthermore, these connoisseurs are active consumers, since eight out of ten connoisseurs of Olive Oil declare having purchased it in the last 3 months, its most common uses being frying, general use in cooking and seasoning.

 

Mexican consumers consider the origin of Olive Oil important in their purchasing decision, since seven out of ten interviewed perceive differences in quality depending on the country of origin. 56% of them place Spanish Olive Oils as the highest quality, far from second. Regarding consumption, nine out of ten interviewees declare that they will buy Olive Oil again in the future.

 

A very ambitious campaign

 

Based on all this data and with the experience accumulated in the promotional initiative Olive Oil World Tour which was launched on three continents and nine countries between 2018 and 2021, this new campaign has been designed, with the claim “Taste Life. This is the attitude of Europe with Olive Oils from Spain” Olive Oil World Tour Experience Mexico. A campaign that was presented in Mexico City to dozens of Mexican journalists. This presentation has been complemented this week with two tasting sessions and culinary applications given by the expert in Alfonso Fernández Olive Oils intended for gastronomic and lifestyle media. Likewise, we have talked about the Mexican chef Cesar de la Parra, who has offered his extensive experience in the integration of Olive Oils in the cuisine of his country.

 

In the event, the Interprofessional of Spanish Olive Oil has been represented by the manager, Teresa Perez, who highlighted the ambitious program of activities planned for the next two years: “We have designed a 360 campaign, which will reach its target audience through different communication channels. Actions will be carried out both on social networks and in traditional media such as television, radio and the written press. But, above all, it is a campaign marked by proximity experiential actions that seek the participation of the Mexican public. Training activities will also be carried out in Gastronomy Universities so that students from all over the country know the properties of Olive Oils. Likewise, the campaign will have a presence at top-level sporting events. But, above all, it will be a campaign that will connect with our target audience thanks to a colorful, fun and very dynamic image, which makes flavor and enjoyment its driving force.”