Olive (Olea euroapea L.) is one of the most famous plants of the Mediterranean area and is considered the oldest cultivated plant species. The cultivation of olive trees in the Republic of Croatia dates back to the ancient times, and for the inhabitants of these areas, olives represent much more than just a tree that bears fruit. Olive tree is a symbol of peace, ability, fertility and wisdom, and the main product of the olive tree, olive oil, was and remains the basis for the life of many families. In recent years, olive-growing in Croatia significantly increased and the quality of olive oils is highly positioned among main olive-growing countries. The aim of this paper was to examine consumer’s familiarity with olive products, to determine opinions and attitudes regarding individual olive fruit products, and to present the most significant factors that influence on the purchasing decision and consuming them. The greatest emphasis is placed on olive oil and table olives. For the purposes of this work, a survey was conducted in the territory of the Republic of Croatia. The data were collected by surveying 180 respondents through an online questionnaire. According to the results of the survey, consumers attach the greatest importance when buying olives and olive oil to the quality and the price of the product. Considering the olive fruit products consumers mainly consume olive oil, preferring the oils of local producers. Among other olive fruit products, majority of them consume table olives, while only few of them are familiar with other olive fruit products such as pastes or tapenade. The results obtained in this study can be helpful to producers in developing appropriate marketing strategies through the popularization and promotion of olive fruit products with the aim of increasing their economic value.