Pregledni rad
ANALYSIS OF THE WORLD AND CROATIAN OLIVE OIL MARKET
Željka Mesić
orcid.org/0000-0002-9349-1560
; Sveučilište u Zagrebu Agronomski fakultet, Zagreb, Hrvatska
Hrvoje Lončar
Zorka Dolić
Marina Tomić
; Sveučilište u Zagrebu Agronomski fakultet, Zagreb, Hrvatska
Sažetak
The aim of this paper was to analyze the situation in the world and the Croatian market of olive oil. For the analysis of the Croatian market of olive oil method of supply balance sheets according to EUROSTAT methodology (Statistical Office of the European Union) was used based on statistical data from Croatian Bureau of Statistics (CBS) while analysis of the world olive oil market was based on data of the International Olive Oil Council's (IOOC). In the period from 2009/10 to 2015/16 world olive oil production was between 2.4 and 3.3 million tons. The European Union (EU) produced 70%, consumed 57%, imported 14% and exported 66% of the world's olive oil. The average annual Croatian production of olive oil in the period 2010 - 2014 was 4.15 thousand tons while the average annual consumption of olive oil was 1.42 kg per capita. In 2014, Croatia imported 3.56 thousand tons of olive oil worth a 12.66 million dollars, while exports of olive oil amounted to 213.9 tons worth 1.43 million dollars. That same year, Croatia imported the largest amounts of olive oil from Italy, Spain and Belgium, while we mostly exported to Bosnia and Herzegovina, Slovenia and Serbia. In the analyzed period, domestic production of olive oil meets about 70% of domestic needs. The competitiveness of the Croatian market of olive oil can be increased by growing the area under olive trees, by encouraging consolidation and technological modernization of production, greater control over production and distribution as well as encouraging cooperation and integration of all stakeholders in olive oil supply chain. From the marketing point of view, the olive oil promotion campaign should focus on information and education consumers about olive oil in order to increase consumption and sales of olive oil. Also, the promotion should be focused on creating a recognizable Croatian olive oil brand in both domestic and foreign markets.
Ključne riječi
olive oil; world market; Croatia; supply balance sheets
Hrčak ID:
161779
URI
Datum izdavanja:
5.7.2016.
Posjeta: 3.912 *