Growing concerns over olive oil authenticity are drawing attention across Europe as prices remain high following several difficult harvest seasons in major producing countries.
Industry experts say rising production costs, climate-related shortages and increasing global demand have created conditions in which blended or mislabelled olive oils are becoming more common in some markets.
Croatia, known for its high-quality extra virgin olive oils and award-winning producers, is not immune to wider global market pressures.
Consumers are increasingly being advised to pay closer attention to labels, origin declarations and pricing when purchasing olive oil.
What is “blended” olive oil?
Blended olive oil is not necessarily illegal or unsafe. In many cases, producers combine oils from different regions or countries to achieve a consistent flavour profile or lower production costs.
Problems arise when blends are not clearly declared on packaging or when lower-grade oils are sold as premium extra virgin olive oil.
According to European Union regulations, labels must clearly state the origin of olive oil. Products labelled as “extra virgin olive oil” must also meet strict chemical and sensory standards.
However, food fraud investigations across Europe in recent years have highlighted cases where oils were diluted with lower-quality refined olive oils or mixed with oils from different origins without transparent labelling.
Why is it happening?
Several factors are contributing to the issue.
Extreme weather conditions, including prolonged droughts and heatwaves in Spain, Italy and Greece, have significantly reduced olive harvests over the past two years. Spain alone typically accounts for around half of global olive oil production.
Lower yields have pushed wholesale and retail prices sharply higher across Europe.
At the same time, global demand for olive oil continues to grow due to increasing consumer interest in Mediterranean diets and healthier cooking oils.
Experts say these market pressures can create incentives for dishonest practices within parts of the supply chain, particularly where monitoring and traceability are weaker.
Warning signs
Price is often one of the clearest warning signs for consumers.
Producing genuine extra virgin olive oil is expensive. Costs include harvesting, transport, pressing, storage, bottling and certification. Smaller producers, including many Croatian family-owned olive farms, also face rising labour and energy costs.
If a product is being sold significantly below the average market price, experts say consumers should approach with caution.
While discounts and promotions are common, unusually cheap “extra virgin” olive oil may indicate lower quality, blended contents or imported bulk oils sold under premium branding.
Croatian producers have repeatedly pointed to the challenge of competing with cheaper imported oils entering the market from large-scale producing countries.
How consumers can identify genuine olive oil
Specialists recommend several practical steps for buyers.
Check the label carefully
Consumers should look for clear information about the country of origin, harvest year and producer details. Vague descriptions such as “packed in the EU” without a clear source may provide less transparency.
Protected labels such as PDO (Protected Designation of Origin) and PGI (Protected Geographical Indication) can also help indicate authenticity and traceability.
Croatia has several internationally recognised olive oil regions, particularly in Istria and Dalmatia.
Pay attention to packaging
High-quality olive oil is usually sold in dark glass bottles or metal containers to protect it from light and oxidation.
Clear plastic bottles exposed to strong light for long periods may affect quality.
Taste and aroma matter
Fresh extra virgin olive oil typically has a slightly bitter or peppery finish, especially oils rich in polyphenols. Experts say many consumers incorrectly associate mild flavour with higher quality.
A flat, greasy or odourless oil may indicate poor quality or an older product.
Harvest and expiry dates
Freshness is important. Olive oil does not improve with age in the same way as wine.
Buyers are encouraged to check harvest dates where available and avoid products nearing the end of their shelf life.
Croatia’s reputation for quality
Croatia has earned a strong international reputation for premium olive oils, particularly from Istrian producers who regularly receive awards at global competitions.
Domestic production remains relatively small compared with major Mediterranean exporters, but Croatian oils are often positioned in the premium segment due to quality standards and traditional production methods. Industry representatives say maintaining consumer trust and transparency will remain essential as global olive oil markets continue to face volatility.
For Croatian consumers, experts say awareness remains one of the best protections against misleading products.