Olive oil is the new wine

In the UK, a new trend is reshaping etiquette at dinner parties and social gatherings: premium extra virgin olive oil is replacing wine as the go-to gift for hosts. According to Waitrose’s annual Food and Drink Report, sales of high-quality olive oil are up by 15% so far this year.

Several factors appear to be driving this shift. One is the growing influence of the sober curious movement, which encourages reduced alcohol consumption and has opened the door for more thoughtful, non-alcoholic alternatives—olive oil being a standout favorite. Another is practicality: unlike a bottle of wine, which is often consumed in one evening, a bottle of premium olive oil can be enjoyed over weeks or even months.

The report also highlights 2024 as the year pantry staples were reinvented. Today’s consumers, shaped by social media and increasingly mindful of sustainability and transparency, are looking beyond functionality. They’re drawn to products that not only meet ethical standards but also appeal aesthetically. As Waitrose puts it: “A pantry stocked with premium, ethical and—crucially—beautiful brands has become a status symbol”.