The rise of olive oil gifting in Britain
A new trend emerges in British social gatherings, with hosts receiving extra virgin olive oil as a preferred gift over wine or chocolates, driven by a Waitrose report. This shift reflects changing dining customs and consumer preferences, alongside growing interest in food quality and health benefits.
A new gifting trend is taking hold in Britain, as hosts are increasingly receiving bottles of extra virgin olive oil instead of traditional gifts such as wine or chocolates when invited to dinner. This shift in etiquette has gained traction following a report from Waitrose, a leading British supermarket chain, which identified extra virgin olive oil as a gourmet option suitable for social gatherings.
The Waitrose 2024/25 "Food & Drink" report indicated that an emerging preference among guests is to arrive at social occasions with a bottle of extra virgin olive oil in hand. The report synthesised findings from a survey conducted by British House and Garden magazine, showcasing an evolving trend in dining customs.
In addition to olive oil, the Waitrose report presented other alternatives to conventional dinner gifts, including table olives, nuts, honey, artisanal vinegar, and rare salts, suggesting a diversification in what guests consider suitable gifts.
Sarah Vachon, founder of the British company Citizens of Soil, which sells premium extra virgin olive oil, commented on the trend, stating, "Gifting a bottle of quality extra virgin olive oil is a fantastic alternative to wine and makes for the perfect dinner gift," as reported to Olive Oil Times.
Despite this growing preference, the rising cost of extra virgin olive oil, which has surged by 42% in the past year, places the item within the luxury food category. Current prices hover around £7.40 (approximately €8.88) per litre. This price increase has led consumers to demand more information regarding the product, similar to their interest in fine wines. According to House and Garden, "Just like with wine, people want to know what ingredients have gone into it, where the olives were grown, and who is behind the brand."
Vachon explained that the increasing appeal of this gifting practice is tied to the prestige associated with premium extra virgin olive oil. She highlighted the health benefits of olive oil, as well as its longevity compared to wine, which may be consumed in a single evening. "With changes in diets and lifestyles, alcohol doesn’t always suit everyone," she noted. "Olive oil is delicious yet healthy, lasts longer than an evening, and enhances the meal in a similar way – all while carrying its own unique origin story."
However, not all etiquette experts view this trend favourably. Liz Wyse, editor at Debrett’s, the UK’s leading etiquette guide, expressed concerns that gifting olive oil might inadvertently offend hosts by suggesting inadequately equipped kitchens. She stated, "Good quality olive oil is becoming desirable, so I can understand why some people may think it’s a good gift idea, but I’m concerned because it may imply that your host has an inadequately equipped kitchen." She offered a caveat, citing instances in which one might gift olive oil acquired from personal travels as being more acceptable.
Historically, olive oil has maintained a presence in Britain for centuries, appreciated first by Roman Britons and later promoted by historical figures, including cooking author Eliza Acton in the 1840s and Elizabeth David in the 1950s. Pen Vogler, a food historian, noted that olive oil’s utility extended beyond culinary use into medicinal applications, suggesting its deep-rooted significance in British culture. "By 2004, olive oil surpassed all other cooking oils in sales in Britain," Vogler remarked, noting its pervasive influence in contemporary kitchens.
Ultimately, while the rise of gifting extra virgin olive oil instead of traditional options marks a shift in British social customs, its acceptance will likely continue to evolve as hosts and guests navigate these new norms.
The best olive oil in the UK
In 2024's Quality Food Awards we had 2 exceptional olive oil entries that scooped awards:
Lidl Chania Kritis Extra Virgin Olive Oil: Gold
Sallaku Extra Virgin Olive Oil: Bronze
