How Olive Oil Importers Navigate the Turbulent but Lucrative U.S. Market

"Despite economic challenges such as inflation and tariffs, demand for olive oil in the U.S. is projected to continue growing, with imported olive oil accounting for the majority of the market. Companies like Bono USA are adapting to the changing trade environment by investing in their U.S. operations, expanding marketing efforts, and leveraging influencer partnerships to reach a diverse consumer base and maintain consistent supply to retailers."

""Inflation and economic uncertainty have affected purchasing habits and behavior across all food categories," said Jon Kalina, the recently appointed chief executive of Bono USA, the U.S. arm of the Sicilian producer and exporter. Sustained demand for olive oil continues despite growing concern among U.S. consumers about the economic outlook. The University of Michigan's closely watched consumer survey found that Americans were more worried about the current state and future direction of the economy in January 2026 than they were a year earlier."

U.S. olive oil consumption is forecast to reach a record 478,000 metric tons in 2025/26, marking the third consecutive annual increase. Imported olive oil comprises at least 97 percent of the U.S. market, leaving domestic production a small share. Inflation, tariffs and falling consumer confidence have altered purchasing behavior, but demand continues to climb. Importers and brands are adapting by investing in U.S. operations, expanding marketing, and using influencer partnerships to reach diverse consumers and ensure steady retail supply. Consumer worry about the economy rose in January 2026, yet olive oil demand remains sustained.

Read at Olive Oil Times