Monini Leads Amid Economic Headwinds
Arabfields, from our correspondent in Tokyo — In the bustling aisles of Japanese supermarkets, bottles of extra virgin olive oil from Italy are increasingly claiming shelf space, symbolizing a quiet culinary revolution. Despite economic turbulence, including a depreciating yen and persistent inflation, Italian producers like Monini are not only surviving but thriving in this Asian powerhouse. As one of Italy’s leading olive oil companies, Monini has pioneered market penetration in Japan since 1985, posting double-digit growth in recent years and exemplifying how quality and adaptability can conquer challenges.
The Japanese olive oil market has emerged as a beacon for Italy’s agri-food exports, with total business volume climbing from ¥49 billion at the end of 2019 to nearly ¥60 billion in 2024. This growth, equivalent to a roughly 22% increase, highlights the deepening integration of Mediterranean staples into Japanese diets, even as rising raw material costs have tempered volume gains. Exports of Italian extra virgin olive oil to Japan surged by 56% year-on-year in 2024, reaching nearly €130 million, according to recent industry figures. This boom aligns with broader trends in Italian food exports to Japan, which exceeded €1 billion in 2024, driven in part by a 55% rise in extra virgin olive oil shipments.
Japan’s affinity for olive oil is rooted in its health benefits and versatility. Per capita consumption, though starting from a modest 0.57 kilograms in 2019, has been on an upward trajectory, fueled by the popularity of Italian cuisine and growing awareness of monounsaturated fats’ role in heart health. Today, olive oil is a mainstream commodity, available everywhere from high-end department stores to ubiquitous convenience stores like 7-Eleven and FamilyMart. This shift reflects broader dietary changes in Japan, where traditional soy and sesame oils are increasingly complemented by Western imports for salads, pasta, and even innovative fusion dishes.
Yet, the market is not without its complexities. Economic pressures have cast a shadow over consumption patterns. The yen’s unprecedented depreciation, losing nearly 50% of its value against major currencies in recent years, has inflated import costs, making premium products like Italian olive oil more expensive for consumers. Coupled with inflation eroding the middle class’s purchasing power, this has led to a slowdown in overall consumption. Italian producers, who often source higher-cost raw materials, have been hit harder than their Spanish or non-European counterparts, resulting in contractions in niche segments such as 100% Italian, JAS-certified organic, PDO/PGI regional oils, and monocultivar varieties.
Adding to the uncertainty are external factors like tariffs imposed by the U.S. administration under President Trump, which have ripple effects on global trade. « In the current climate, heavily affected by uncertainties such as the tariffs introduced by the Trump administration and their unpredictable repercussions, I believe it is the duty of businesses to seek alternative international markets, » said Zefferino Monini, President and CEO of Monini. « Given recent trends, its still partly untapped potential, and consumers’ strong attention to product quality, Japan is certainly a market of increasing importance. »
Founded in 1920 in Spoleto, Italy, Monini has built a century-long reputation for excellence in extra virgin olive oil production. The company’s Frantoio del Poggiolo mill serves as the epicenter of its operations, where traditional methods meet modern technology to produce oils celebrated worldwide. Monini’s entry into Japan in 1985 marked it as a pioneer, and today, it stands as a market leader, achieving double-digit growth in both volume and value despite headwinds.
Central to Monini’s success is its focus on premium branding and swift adaptation to local preferences. The squeezable « Classico » format has become a flagship product, beloved by Japanese consumers for its convenience in small kitchens and precise dispensing. To counter economic pressures, Monini has introduced smaller bottle sizes, such as 250 ml instead of the traditional 500 ml or 1 liter, and emphasized mainstream offerings that balance quality with affordability.
« Our short-term goal is to stabilize our presence across all major retail chains to prevent out-of-stock risks caused by local logistics issues, » Monini explained. « Moreover, we aim to win back those consumers who have switched to cheaper alternatives by reinstating adequate promotional support in collaboration with retailers. »
This strategy has paid off handsomely. While competitors struggle, Monini has capitalized on Japan’s discerning consumers, who prioritize authenticity and health benefits. The company’s integrated supply chain ensures consistent quality, from olive groves in Umbria to bottling, allowing it to maintain a competitive edge.
In a market where price sensitivity is rising, Monini has invested heavily in building brand loyalty through engagement. The company hosts tasting events at premium outlets, participates in major trade shows like the Supermarket Trade Show and Foodex Japan, and collaborates with influencers to reach younger demographics. Sports sponsorships further amplify its visibility, including support for the World Athletics Championships in Tokyo and a partnership between Sir Safety Perugia volleyball team and Japanese star Yuki Ishikawa.
Sustainability is another pillar of Monini’s appeal. Committed to environmentally friendly practices, the company has earned recognition for its efforts. Notably, its Monocultivar and Gran Fruttato lines secured gold medals at Olive Japan 2024 and 2025, underscoring Italian excellence in a competition renowned as Asia’s premier olive oil event. Organized by the Olive Oil Sommelier Association of Japan, Olive Japan attracts entries from around the world and serves as a key platform for promoting quality in the local market. These accolades not only boost sales but also align with Japanese consumers’ growing emphasis on eco-conscious products.
Beyond Japan, Monini’s global accolades include multiple awards at the New York International Olive Oil Competition (NYIOOC), where it won gold for its Monocultivars and GranFruttato in 2024, and further honors in 2025 for blends like 100% Italian Bios – Organic. Such recognitions reinforce its premium positioning and help counter the price pressures from yen depreciation, which has driven up costs for imported goods like olive oil and coffee.
As Japan continues to embrace olive oil, projected to see the extra virgin segment grow from $0.9 billion in 2024 to $1.3 billion by 2033 at a 4.5% CAGR, the future looks promising for Italian exporters. Domestic production in Japan is also rising, with local farmers in regions like Shodoshima producing high-quality oils, but imports remain dominant, offering ample room for growth.
For Monini, the strategy is clear: deepen market penetration while innovating to meet evolving consumer needs. By blending tradition with adaptability, the company is not just selling oil, it’s exporting a piece of Italian heritage to discerning palates across the Pacific. As economic conditions stabilize, this foothold could pave the way for even greater expansion, proving that in the world of global trade, quality endures.
