Spanish olive oil exports to Serbia saw a significant increase of 40% in 2023 compared to the previous year, reaching values that are 84.2% higher than pre-pandemic periods. This growth is primarily due to an increase in prices, attributed to rising energy costs and a global decline in production, as well as a decrease in volume. Spain emerged as the leader in the international olive oil market, with a 113.3% increase in exports' value from 2019 to 2023. The olive oil sector in Serbia is expected to grow, with a projected increase in sales volume by 20.8% and value by 47.2% from 2023 to 2028. However, Spanish brands face competition in the Serbian market, especially from private and economic brands. To improve their standing, these brands need to boost their promotional efforts and associate Spain with the production of high-quality olive oil.