What a difference five years can make for the olive oil category. Back in 2001, in our Focus on Oils (7 July), standard cooking oil was still the dominant force with a 52.2% value share of the market compared with olive oil's 43.3% share.

However, the signs were ­already clear that exponential growth in olive oil was expected. Despite its market leading position, cooking oil dropped 3.9% in value to £82m compared with ­double-digit growth in olive oil, up 14.4% in value to £68m.

However, in 2001 olive oil was still regarded as a niche product and consumers were willing to pay the high premiums that came with it. During the same period, 116 million litres of cooking oil was sold compared with only 16 million litres of olive oil.

According to research from Filippo Berio, only 30% of UK households bought olive oil in 2001 and fixtures were still considered too complicated for the average consumer.

Country manager Walter Zanre said: "Some of the fixtures have become too confused and the UK market isn't ready for that. Over the next few months there will be some casualties because retailers cannot carry all the brands and there is no point in having lots of 500ml bottles. Retailers with more focused ranges are getting a better return."

Pricing was also starting to become an issue five years ago. Anglia Oils commercial director Alan Preston noted that the price difference between standard olive oil and extra virgin had narrowed to just 35p a litre.

Speciality oils were also on the ­increase. The sector was valued at only £7.5m, but experienced value growth of 11.5% year-on-year. Zanre said: "Infusions are an obvious brand extension. Basil and garlic are classic additions, while chilli is right for pizza. We should have done it sooner."