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Tunisia's olive oil sector recorded a notable rise in export volumes, but the growth failed to translate proportionally into higher revenues during the first six months of the 2024/2025 season (November 2024 – April 2025), highlighting the challenges the industry faces in capturing full economic value.
According to the National Observatory of Agriculture (ONAGRI), Tunisia exported 180,200 tonnes of olive oil between November 2024 and April 2025, up 40.1% year on year.
Contrary to expectations, revenues fell by 28.9% to 2.44 billion Tunisian dinars ($842.3 million), down from 3.44 billion dinars ($1.186 billion) in the previous season.
In April 2025, the average price per kilogramme plunged 48.9% year on year, ranging between 7.1 and 18 dinars ($2.46–$6.24/kg) depending on quality and packaging.
Bulk exports continued to account for the lion's share of Tunisia's shipments, representing 88.1% of total volume, while packaged olive oil exports – which typically command higher profit margins – made up just 11.9%.
Europe remained Tunisia's primary market, absorbing 59.5% of shipments, followed by North America (24.9%) and Africa (9.6%).
Italy topped the list of importers with a 29% share, followed by Spain (26%) and the United States (19.6%).
Despite robust demand, the dominance of bulk exports and weak branding hampered Tunisia's ability to command premium prices.
Exports of organic olive oil totalled 34,300 tonnes worth 469.1 million dinars ($162.03 million), but only 5% of that volume was sold in packaged form.
The average price for organic oil stood at 13.68 dinars/kg ($4.72/kg), while packaged oil fetched 17.65 dinars/kg ($6.09/kg).
Tunisia's olive oil sector remains heavily reliant on bulk sales, leaving it exposed to price volatility and limiting the value it can add.
This is largely attributed to weak investment in packaging, branding and market differentiation, leaving producers vulnerable to global commodity cycles.
Although Tunisian olive oil enjoys a strong reputation for quality – particularly the Chetoui and Chemlali varieties – its market positioning remains limited.
The current season underscores the pressing need for Tunisia to shift towards higher value-added exports, including branded packaged and organic oils.
Promotional efforts include a 2025 campaign led by the Technical Packaging Centre (Packtek), alongside participation in major international food trade fairs and targeted diplomatic outreach to raise awareness of the quality and origin of Tunisian olive oil.
Addressing shortfalls in packaging capacity and brand-building will be crucial if Tunisia is to capture greater value from its production in competitive global markets.
Source: Milling MEA