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INSIGHTS ON THE USE AND CONSUMPTION OF OLIVE OILS

OBTAINED FROM FOCUS GROUPS WITH CONSUMERS

In Spain, 2 groups in Madrid, and 2 in Barcelona.

In the United States, 2 groups in NY, and 2 in LA.

In Germany, 2 groups in Berlin, and 2 in Hamburg.

In China, 2 groups in Beijing, and 2 in Shanghai.

Conducted in June 2024, in 4 priority markets:

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IN SPAIN: USE ROOTED IN DIET AND CULINARY TRADITIONS

In Spain, olive oil is a key part of daily life and Spanish gastronomy.
Commonplace for generations in all types of kitchens and for all types of uses, it is most known for its unique and indispensable flavor.
In Spain, its virtues are bestowed on many dishes and forms of cooking. And its daily use comes guilt-free, unlike in other countries that regularly use animal fats or lower-quality oils. Pleasurable food is often associated with being unhealthy and guilt-inducing…
Olive oil is a source of national pride, linked not only to its intense flavor that enhances other ingredients but also to healthy eating, family, and tradition.

However, significant price increases have led some to change their purchasing habits, opting for less EVOO and more regular olive oil (OO), sunflower oil, and generic brands.

“I can eat a spoonful of extra

virgin olive oil, and I enjoy it.

I could never imagine eating

a spoonful of sunflower oil.”

SPAIN

“

“Especially Extra Virgin because

it’s perfect for toast, salads; it has

a stronger taste… that enhances flavors.”

SPAIN

“

Its sensory experience, tradition, and health benefits justify its generous use.

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AN OMNIPRESENT PRODUCT WITH DEEP EMOTIONAL AND CULTURAL CONNECTIONS, BUT LIMITED AWARENESS OF ITS TECHNICAL ASPECTS

The different categories of olive oil adapt to various cooking methods and individual and family cultures.

Typically, two or more categories are used: EVOO primarily for raw dishes (although some premium consumers use it for everything) and regular OO for hot dishes.
Despite its omnipresence and tradition, there is limited knowledge about the product, and people are not quick to switch brands. Consumers rely on brands passed down through their families (whether commercial or generic brands) and small, recommended producers who, in addition to providing trust, enrich the experience (authenticity).
The price increase has significantly impacted purchasing habits, leading many to choose generic brands, lower-quality and more affordable categories (such as olive pomace oil), or sunflower oil.

“All my life, at my parents’ house, we

have cooked with olive oil and extra virgin olive oil. If

they saw me with a bottle of sunflower oil,

they’d say, ‘Oh my... What’s this?’”

Spain

“

“The extra virgin olive oil from Mercadona is

great; that's the one we buy, and

we're very pleased with it.”

Spain

	KEY POINTS

Spaniards believe they know about olive oil, but when probed, they admit they actually don't. They tend to buy and choose on autopilot (familiar options, the ones they've always used). They lack information and knowledge regarding sensory aspects, origin, olive varieties, the flavor they seek or would like to discover, and which category pairs best with different cuisines or dishes. Additionally, they are unsure how to identify and appreciate quality beyond just price or commercial category.

“

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DRIVERS

BARRIERS

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UNPARALLELED FLAVOR

Pride in LOCAL Products

HEALTHY

Anchored in Spanish and family history

Recognized quality and status

Sustainability?

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VERY EXPENSIVE

Price

Perception of ‘idolization’

Competition from

new products (air fryers) and alternative fats

Lack of

knowledge about varieties and uses

CATEGORY DRIVERS AND BARRIERS

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GLOBALLY: A RESPECTED AND APPRECIATED PRODUCT

In general, across markets, when people think of olive oil, they essentially think of EVOO. This association has been built over time.
EVOO is highly valued and regarded as one of the healthiest and highest-quality oils in the world. It is linked to an aspirational Mediterranean lifestyle.
Its flavor is intense, and can enhance the taste of other ingredients and dishes, thereby adding enjoyment.

Its high price is justified by the fact that it is EVOO, due to the benefits it offers and its purity, and production process.
EVOO is a staple of healthy cooking in Western markets, and in China, it is adopted by young consumers interested in a healthy Western lifestyle.
However, in no market is it a part of traditional home cooking, as its strong presence often clashes with local flavors.

"I know that extra virgin olive oil is the least processed,

so it retains all its natural vitamins and antioxidants.

I think that's why we ended up switching to EVOO, because it's

healthier and has everything in it."

UNITED STATES

“

"It's like liquid gold! Not just because of its price, but because of

its attributes: it's very good for your body, and how it enhances flavors. And of course, quality comes at a cost."

GERMANY

“

Very healthy, with benefits that also provide a rich sensory experience.

Highly positive associations: ENJOYMENT + NUTRITION

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USAGE AND PURCHASING ARE GREATLY LIMITED BY LACK OF KNOWLEDGE AND RISING PRICES

	QUALITY CRITERIA

Price is the primary indicator of quality, along with packaging (glass) and distribution channels (in the U.S.: Trader Joe’s, Whole Foods, Costco, specialty stores). Consumers prefer mid-range prices, aware of rumors about adulteration in cheaper products that may not be ‘pure’. Labels marked “Extra Virgin” indicate high quality and purity, as does Single origin (since not all EU countries are recognized for quality). For foodies, categories can be less important if they are linked to a story or emotional experience (such as an olive oil sourced from a specific country, after visiting a factory, or an oil recommended by locals) or a convincing flavor.

Consumers recognize differences between the various categories and are aware of different quality levels and flavors (especially in China). However, they do not understand these differences in detail. The most well-known categories are EVOO and regular OO. Only a minority are familiar with virgin olive oil (VOO).
Spontaneously, they do not differentiate by country of origin, processing method, olive varieties, or flavor… They have little criteria when choosing.
This lack of knowledge discourages experimentation and trying new brands or categories of oils.
In the U.S., consumers are “trained” to look for EVOO.
In China, olive oil by default is considered to be Spanish.
They typically buy well-known brands unless they discover new oils through travel or gifts.
Except in China, where oil categories are rotated.
German consumers view supermarket OO as having acceptable quality.

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NEW DISCOVERIES ARE MADE THROUGH TRAVEL, INFLUENCERS, STORES, AND PROMOTIONS

“I've seen series like “Tim Raue Travels” and the main character visited Greece and talked about Greek olive oil as the best.”

Germany, 39 & LIGHT USER

“

	DISCOVERING NEW OLIVE OILS CAN BE
	ATTRIBUTED TO SEVERAL FACTORS
Travel and Gifts from Acquaintances Visits to producer countries, factory and farm tours, gifts of high-quality olive oil, and acquaintances who own olive harvests (e.g., friends in Sardinia or family members sending olive oil from Greece). Culinary Influences Chefs who promote specific oils (e.g., German chef Tim Raue promoting Greek OO, Steffen Henssler with his own line of products featuring OO). Stores and Media Promotions “Country-themed weeks” in supermarkets (e.g., Greece, Spain, Italy weeks at Lidl). Influencers individually promoting harvested and produced OOs (e.g., @KleineFressraupe, German pop singer Lena Meyer-Landrut as an investor in an olive oil brand: https://onehundredandseven.com/).

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DRIVERS

BARRIERS

IMAGE

Non-category specific information

Feeling overwhelmed and insecure by the supply

IMAGE

VERY EXPENSIVE

Price

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Unhealthy at HIGH TEMPERATURES, loses nutritional properties

IMAGE

RUMORS of

fraud, adulterated oil.

IMAGE

HEALTHY

Natural

Sustainability (GE)

Recognized quality and status

Future sustainability (GE)

DRIVERS AND CATEGORY BARRIERS

It is not VERSATILE/not suitable for all types of cuisines (Asian, Indian)

IMAGE

Aspirational

Mediterranean lifestyle

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AN UNPARALLELED

FLAVOR that elevates dishes

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Its FLAVOR is not a driver

A TASTE that

is too intense

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AT AN EMERGING LEVEL, OLIVE OIL FACES A DEGREE OF SKEPTICISM

“I went on a food tour, and the guide told us that the olive oils from

Costco are basically leftover oils.

It made me think, ‘Wow, this oil is garbage.’ . . And I thought that if I ever travel to Spain or Greece, I will buy it there. So, I stopped buying olive oil and switched to avocado oil.”

“

_“

"The EU seal assures you of optimal

quality; it has very high standards, and

the quality of products bearing this seal

is never questioned." CHINA

“

For foreigners, the European seal inspires more trust than individual brands and emerges as the solution to overcoming barriers when it comes to switching or trying new olive oils.

USA

OO is perceived as a more stable product that ensures purity and quality.
Brands continue to be a seal of quality in an unstable market where consumers do not know whom to trust and often lack the resources to identify high-quality products.
Local small-scale producers are respected, but due to a lack of knowledge, many consumers do not reach this channel. Word of mouth is what connects them to producers (family in Spain, trips to production sites for foreigners) and is the most valued and trusted method.

Consumers are increasingly distrustful of brands, marketing, and large corporations.
They feel exploited and manipulated rather than cared for by brands, believing that corporate interests outweigh those of the consumer.
In the olive oil sector, stories have circulated about brands, production countries, and producers selling refined or altered oil.

ALIGNED WITH THE GENERAL FOOD TREND

GUARANTEES OF PURITY ARE NECESSARY

“I heard a chef on Instagram explaining that there are adulterated olive oils.”

Germany

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About the different categories and flavors to help consumers choose those that suit their palate and cooking style.

About its optimal performance at high temperatures, to break down barriers and encourage more versatile use.

Providing guidance on the types of recipes it can be used in.

EU seals certify a quality control process, helping to build trust and openness to new brands in the face of uncertainty.

IN GENERAL, WE SEE THAT EDUCATION IS NEEDED AND THERE IS INTEREST IN LEARNING MORE

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OVERALL, THE MAIN DRIVER FOR ENTRY AND DEVELOPMENT IN THE CATEGORY IS HEALTH.

The fundamental ISSUE across all countries is the lack of time or skills to:

EAT HEALTHILY AND MAINTAIN A BALANCED, HEALTHY LIFESTYLE WITHOUT SACRIFICING ENJOYMENT

The MOTIVATION is not just to eat healthily, but also to enjoy eating guilt-free.
The associated TREND is CLEAN EATING.

In all markets, it is widely accepted that OO is HEALTHY, especially EVOO, which is the purest, least processed, retains the most nutrients, and has the most flavor.

With a potential unique future connection: OO IS ONE OF THE FEW CATEGORIES WHERE MORE FLAVOR IS LINKED TO MORE HEALTH, AND THIS IS WHERE ITS PERCEPTION OF QUALITY IS BUILT.

EVOO is the most well-known and the main reference for olive oil worldwide.

HOWEVER, more affordable, flavorful*, and versatile options are emerging (such as avocado oil).

The health argument serves as a key driver to persuade consumers from other categories (oils or fats) to choose olive oil as a healthier alternative, associated with an easy and quick-to-implement healthy lifestyle—fitting the idea of ACCESSIBLE WELLNESS.

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REGARDING DRIVERS, WE CAN CONFIRM THAT

THE WINNING FORMULA COMBINES “HEALTH AND FLAVOR”

HEALTH

Fundamental issue in the U.S. and China
While in China this issue has less influence on current users (who are already familiar with olive oil), it is more effective in attracting non-users.
Obesity and cardiovascular problems
Difficulties in maintaining a balanced and healthy lifestyle**, especially due to lack of time
Stress, particularly in China, where the frantic pursuit of progress often comes at the expense of personal well-being.

FLAVOR

Although health is essential, consumers do not want to sacrifice enjoyment even when making healthy choices (Healthy Indulgence).
In fact, when a concept is overly

health-focused, it often misses the element of enjoyment, especially in the U.S. and Germany.

Concepts that emphasize a superior flavor generate intrigue and a desire to understand what makes that flavor superior.

THE SPAIN BRAND IS A REFERENCE FOR BOTH DRIVERS

It is at the intersection of these drivers where the following becomes most representative:

A lifestyle associated with physical and mental/emotional well-being, providing a balance between a healthy and enjoyable life.

For Americans, the driver of a better choice for me is highly appealing, as it offers a healthier option that also provides pleasure.

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