In five years, the Japanese olive oil market has grown from 49 to nearly 60 billion yen, confirming its position as a fertile ground for Made in Italy products. "In an uncertain global context, Japan represents a strategic alternative market for quality, product focus, and untapped potential," he observes. Zefferino Monini, president and CEO of the Umbrian company.
Despite the impact of inflation and declining consumption, olive oil has become a popular everyday condiment, distributed from large retailers to convenience stores. However, Spanish competition and the devaluation of the yen have dampened the performance of Italian brands, especially in the premium and organic segments.
What stands out is Monks, which has dominated the Japanese market since 1985 and is now experiencing double-digit growth in volume and value. The company has built strong brand awareness by focusing on training, quality, and innovative packaging: the format squeezable di Monini Classico It is the flagship product for Japanese consumers, who are attentive to ease of use.
“We want to stabilize our presence in all major chains, reduce the risk of out-of-stocks, and win back price-sensitive customers,” explains Monini, who is focusing on targeted promotions and smaller sizes to adapt to new purchasing habits.
On the reputational front, the company continues to invest in sustainability and brand building activities: tastings, fairs such as Foodex Tokyo, partnerships with influencers and sports sponsorships, including the Sir Safety Perugia with the sample Yuki ishikawaA long-term strategy that consolidates Monini as an ambassador for Italian oil in the East.
