Spain is grappling with inflation, which is impacting the cost of living and consumer behavior due to rising production costs and crop failures. The average annual household shopping basket has seen an increase of €800 over the past year, despite consumers actively comparing prices and seeking promotions. The olive oil sector, especially extra virgin olive oil, has seen a significant price increase, leading to a decrease in demand. As a result, consumers are turning to alternatives like sunflower oil, which has experienced a 16% surge in demand and a 36% price decrease compared to November 2022.