Which? taste tests reveal brilliant £5.19 bottle of olive oil as prices soar
Aldi’s Specially Selected Terra Di Bari Castel Del Monte Extra Virgin Olive Oil 500ml earned a Which? Great Value endorsement in the consumer champion’s tests.
We asked a panel of four independent experts to blind-taste and rate seven premium supermarket extra virgin olive oils and five branded options to find out if it’s worth splashing out on pricier olive oils.
Which?’s tests uncovered two Best Buy supermarket own-brand olive oils, but experts thought Aldi’s premium offering was a great cheaper alternative, describing it as 'peppery and pungent' with an intense spice and bitterness.
Olive oil prices have risen dramatically in recent years. This is in part down to extreme weather events, such as more frequent droughts and resulting wildfires, which have led to poor harvests, depleted reserves and increased costs.
By comparing prices for a selection of premium own-brand extra virgin olive oils in 2022 and 2024 from supermarkets including Morrisons, Tesco and Waitrose, Which? found the average price increase to be a staggering 57 per cent, with one bottle jumping by 88 per cent.
The highest premium own-brand price increase Which? found was on Morrisons The Best Unfiltered Extra Virgin Olive Oil 500ml. In 2022 the oil cost £4.00, but in 2024 this has risen by a massive 88 per cent to £7.50.
Morrisons The Best Single Origin Extra Virgin Olive Oil 500ml saw the next steepest price increase of 75 per cent - from £4.00 to £7.00.
Sainsbury's Taste the Difference Greek Kalamata Extra Virgin Olive Oil 500ml increased by 68 per cent, from £5.00 to £8.40 and Tesco Finest Sicilian Extra Virgin Olive Oil 500ml climbed by 53 per cent, from £6.50 to £9.95.
In a separate piece of research, Which? researchers looked at price rises on branded olive oil over a three-year period. Napolina Extra Virgin Olive Oil (500ml) was previously priced at £2.50 at Ocado but jumped to £9.50 - more than a threefold increase.
At Tesco, the price for the same Napolina product increased from £2.50 in 2021, to £7.95 in 2024 - more than a threefold increase. Filippo Berio Extra Virgin Olive Oil (500ml) at Asda more than doubled in price from £2.50 to £6.50, marking a 160 per cent increase.
For those looking to save money without sacrificing quality, Which? found that choosing a premium supermarket own-brand could deliver a superior-tasting olive oil, with the very best of the supermarket alternatives praised for their impressive flavour and quality.
Ele Clark, Which? Retail Editor, said:
“Olive oil is a staple in many kitchens, but a series of price hikes means buying your favourite bottle may be more of a strain this year.
“Some supermarket own-brand olive oils have gone up by as much as 88 per cent over the last two years.
“Despite the rising prices, our tests show that finding a great olive oil at an affordable price is still possible, as long as you choose carefully."
ENDS
Notes to Editors:
Research
As part of its testing, a panel of four experts blind-tasted and rated seven premium supermarket extra virgin olive oils and five branded options. The panel comprised of Charles Carey (Oil importer for The Oil Merchant), María del Mar Fernández García (Oil importer for Mar de Olivos), Marco Peri (Head chef at Wild) and Holly Warren (Olive oil buyer for Fortnum & Mason).
Prices for big brand olive oils were taken on 16th May 2021 and 16th May 2024 by an independent pricing data provider and include discounts/special offers but not multibuy or loyalty offers.
The consumer champion also compared the prices for all premium supermarket own-brand extra virgin olive oils previously tested in 2022 with today’s prices (excluding those no longer available). These prices were used to calculate the percentage increase for each bottle and to determine the average price increase. Prices for 2022 were accurate as of June 8, 2022, and prices for 2024 were accurate as of June 10, 2024, excluding special offers.
Table: Supermarket own-brand premium oil: price increases over the last two years
| Product | 2022 price | 2024 price | Percentage price increase |
|---|---|---|---|
| Morrisons The Best Unfiltered Extra Virgin Olive Oil 500ml | £4.00 | £7.50 | 88% |
| Morrisons The Best Spanish Picual Extra Virgin Olive Oil 500ml | £4.00 | £7.00 | 75% |
| Sainsbury's Taste the Difference Greek Kalamata Extra Virgin Olive Oil 500ml | £5.00 | £8.40 | 68% |
| Tesco Finest Sicilian Extra Virgin Olive Oil 500ml | £6.50 | £9.95 | 53% |
| Sainsbury's Taste the Difference Toscano Extra Virgin Olive Oil 500ml | £6.50 | £9.95 | 53% |
| Aldi Specially Selected Terra Di Bari Castel Del Monte Extra Virgin Olive Oil 500ml | £3.79 | £5.19 | 37% |
| Waitrose No.1 Chianti Classico 500ml | £12.00 | £15.00 | 25% |
Full results are available to Which? Members: Best extra virgin olive oil
Top tips for saving money on olive oil
As well as buying own-brand, the consumer champion also found several other ways to help cut the costs of olive oil:
- Don't be lured in by marketing jargon like 'cold pressed' or 'first pressed' labels, these terms are meaningless as they apply to all extra virgin olive oils. Instead, look for early harvest oils and those labelled PDO or PGI, as these are good indicators of quality.
- Opt for cheaper, blended olive oil (rather than those that state a specific region or type of olive) for everyday cooking; reserve premium extra virgin oil for enhancing flavours in dips, drizzles and dressings.
- Store olive oil in a cool, dark place to help keep it fresh for longer; check the Best Before date before buying as it doesn’t last as long as you might think. The fresher the better.
About Which?
Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.
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