A STUDY OF OLIVE OIL DEMAND IN INDONESIA: INSIGHTS FROM HOUSEHOLD AND CULINARY INDUSTRY CONSUMPTION

Abstrak

The purpose of this analysis is to identify the demand for olive oil in Indonesia within two key market segments: individual households and culinary businesses such as restaurants and cafés. Data were collected through surveys involving 100 household consumers and 50 culinary business owners, supported by secondary analysis of import, market, and price data. The findings indicate a growing awareness of health and wellness, which has contributed to increased use of olive oil. Tropicana Slim emerged as the leading brand in the individual market, while Filippo Berio and Borges recorded the highest sales growth in the culinary sector. Most consumers prioritize product quality when selecting a brand. Although domestic olive oil production remains low compared to the total edible oil market, the industry holds promising potential. Market projections suggest that by 2030, Indonesia’s olive oil consumer market may reach USD 60 million. However, the country urgently needs investment in raw material self-sufficiency and local production. This study recommends enhanced public education on the benefits of olive oil, product diversification, and stronger government support to encourage local producers and reduce dependency on imports.