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Olive Oil in the U.S., 3rd Edition
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Olive oil has long had a treasured place in the minds and hearts of the many civilizations and cultures throughout the Mediterranean. The Greek poet Homer referred to it as "liquid gold." But today, it is a premium global commodity treasured on all continents partly for its historical mystique but predominantly for its healthful benefits and seemingly endless culinary uses. In the United States, it is nearing staple status in America's kitchens. It is also cultivated in more countries throughout the world than ever before. In fact, olive oil may do for California over the next couple of decades what wine did for the state in the latter half of the twentieth century. But, can the U.S. market sustain major domestic production and how much more olive oil can Americans consume?
Though the market for olive oil in the U.S. grew at a CAGR of seven percent between 2004 and 2008, in volume terms growth was more muted. The market had been growing for some time due to U.S. consumers embracing olive oil's health benefits and culinary versatility, but in recent years showed some signs of nearing market maturity. And with the global economy in a tail spin, growth prospects for olive oil could be cloudy.
Market Trend: Olive Oil in the U.S., 3rd Edition examines these questions and many others by looking at the current market, trends, major marketers and brands, and consumer preferences. The report presents concise, thought provoking analysis of various aspects of the industry and provides a forecast for the market through 2013.
Report Methodology
The information presented in Market Trend: Olive Oil in the U.S., 3rd Edition was obtained from primary and secondary research. Primary research included interviews with industry participants as well as on-site store examinations and reviews of websites, blogs and readers' comments posted on these sites. Secondary research and data gathering included extensive examination of the trade, business and popular press, of websites as well as company annual reports and various trade association publications.
Packaged Facts market size estimates are partly based on Information Resources, Inc. (IRI) InfoScan Review, which tracks sales through supermarkets drugstores and mass merchandisers (FDM except Wal-Mart). New product introduction figures are published with permission of Product Launch Analytics, a Datamonitor service.
The analysis of consumer behavior and demographics is based on data from the Simmons Market Research Bureau (New York NY) Spring 2008 and Summer 2008 Study of Media and Markets, which is based on the responses of over 20,000 adults age 18 and over.
About the Author
Cogitamus Consulting is a branding and market research boutique in NYC that's all about hard work, imagination and common sense. Working with our clients, we custom tailor solutions and provide creative, thought-provoking analysis that address the most pertinent questions facing marketers, through general business consulting, white papers, and branded product concept and strategy development.
Chapter 1: Executive Summary
Report Scope
Report Methodology
Market Size and Growth
Total U.S. Oils Market Up 14% on Price Increases
Table 1-1: U.S. Retail Oils and Shortenings Market and Year-over-Year Percentage Change 2004-2008 (in millions $)
Figure 1-1: IRI-Tracked Share of Olive Oil and Other Oils and Shortenings 2008 (%)
Total U.S. Olive Oil Market Down 7%
Table 1-2: U.S. Retail Olive Oil Market and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Market Forecast
Olive Oil Retail Market to Grow Slowly Through 2013
Table 1-3: U.S. Retail Olive Oil Market and Year-over-Year Percentage Change, 2008-2013 (in millions $)
Competitive Overview
Filippo Berio Top Sales at Mass
Table 1-4: Top 20 IRI-Tracked Olive Oil Brands by Dollar Sales 2004-2008 (in millions $)
U.S. Mass-Market Brands Focus on Price-Conscious Consumers
Challenges Ahead from American Oil and Shortening Marketers
California Olive Oil Manufacturing, Branding and Distribution: A Long Way to Go
Olive Oil Halo is Premium, but U.S. Less So
California Brands Stuck Between Markets
Distribution Key
Trends
Global Olive Oil Production and Consumption
Table 1-5: International Olive Oil Council Global Olive Oil Consumption 2004-2009 (in thousands metric tons)
Figure 1-2: Global Olive Oil Production Share by Country 2008 (%)
Frugality: Cooking in More, Dining Out Less
Olive Oil Fraudulent Labeling
States Take Leadership Role in Oversight
The New American Palate, New American Lifestyle
Olive Oil Abounds with Health Benefits
Private Label Well Positioned for Bad Economy
Table 1-6: U.S. Retail Olive Oil Market and Year-over-Year Percentage Change 2004-2008 (in millions $)
The Added Benefits of Socially Responsible Products
Marketing Dynamics
Understanding Consumer Behavior Changes
Eliminate Confusion through Grassroots Education
Culture of Celebrity. . .Chefs
Product Placement Opportunities Abound
Internet Technology Innovates Outreach
Behavioral Targeting In Diverse Olive Oil Market
Internet Marketing and Presence More Important During Downturn
Company Ethics and Added Values Important to Consumers
Retail Issues: Olive Oil Distribution Overwhelmingly Diverse
Olive Oil Specialty Retail Not Impacted By Economy?
Specialty Filling a Role That Supermarkets Don't
Non-traditional Retail Partners May Boost Visibility
New Product Introductions: An Environment of Good Taste
New Product Introductions: Fewer but Still Solid
Table 1-7: Estimated Number of Olive Oil Introductions, U.S. 2004-2008*
New Product Claims: Solidify Premium Position
New Product Flavors: A Taste for Every Palate
The Consumer
Olive Oil Matures, Penetration Levels Reach 42%
Table 1-8: Household Penetration of Olive Oil, with Alternative Oil Comparisons 2004-2008 (%)
Olive Oil User Profile Skews to Higher Socio-Economic Bracket
Table 1-9: Selected Olive Oil and Vegetable Oil Demographic Characteristics 2008 (index)
Most Olive Oil Mass Brands See Penetration in Single Digits
Table 1-10: Household Penetration of Selected Olive Oil Brands, with Alternative Oil Brand Comparisons 2004-2008 (%)
Olive Oil Users Interested in Healthier and Adventurous Diets
Table 1-11: Olive Oil Users Who Agree A Lot with Selected Attitudinal Statements, with Soybean and Vegetable User Comparisons 2008 (index)
Chapter 2: The Market
Report Scope
Report Methodology
Olive Oil Overview
IOOC Olive Oil Classification
Virgin Olive Oil
Extra Virgin Olive Oil
Ordinary Virgin Olive Oil
Lampante Virgin Olive Oil
Refined Olive Oil
Olive Pomace Oil
Market Size and Growth
Total U.S. Oils Market Up 14% on Price Increases
Figure 2-1: U.S. Retail Oils and Shortenings Market 2004-2008 (in billions $)
Table 2-1: U.S. Retail Oils and Shortenings Market and Year-over-Year Percentage Change 2004-2008 (in millions $)
Figure 2-2: IRI-Tracked Share of Olive Oil and Other Oils and Shortenings 2008 (%)
Oils and Shortenings IRI-Tracked Sales
Table 2-2: IRI-Tracked Sales of Oils and Shortenings by Category and Year-over-Year Percentage Change 2004-2008 (in millions $)
Figure 2-3: IRI-Tracked Share of Oils and Shortenings by Category 2008 (%)
Volume Down, Prices Higher
Figure 2-4: IRI-Tracked Sales of Total Oils and Shortenings by Volume and Price 2004-2008 (in millions of 16 ounce equivalents, $)
Table 2-3: IRI-Tracked Sales of Total Oils and Shortenings by Volume and Price and Year-over-Year Percentage Changes, 2004-2008 (in millions of 16 ounce equivalents, $)
Total U.S. Olive Oil Market Down 7%
Figure 2-5: U.S. Retail Olive Oil Market and Percentage of Total Oils and Shortenings Market 2004-2008 (in billions $)
Table 2-4: U.S. Retail Olive Oil Market and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Olive Oil IRI-Tracked Sales
Figure 2-6: IRI-Tracked Sales of Olive Oil and Percentage of Total Olive Oil Market 2004-2008 (in billions $)
Table 2-5: IRI-Tracked Sales of Olive Oil and Year-over-Year Percentage Change, 2004-2008 (in millions $)
Volume and Price
Figure 2-7: IRI-Tracked Sales of U.S. Olive Oil by Volume and Price 2004-2008 (in millions of 16 ounce equivalents, $)
Table 2-6: IRI-Tracked Sales of U.S. Olive Oil by Volume and Price and Year-over-Year Percentage Changes, 2004-2008 (in millions of 16 ounce equivalents, $)
Market Forecast
Olive Oil Retail Market to Grow Slowly Through 2013
Figure 2-8: U.S. Retail Olive Oil Market and Percentage of Total Oils and Shortenings Market 2008-2013 (in billions $)
Table 2-7: U.S. Retail Olive Oil Market and Year-over-Year Percentage Change, 2008-2013 (in millions $)
Positive Factors to Growth
Negative Factors to Growth
Chapter 3: Brand Overview and Marketer Profiles
Filippo Berio Top Sales at Mass
Table 3-1: Top 20 IRI-Tracked Olive Oil Brands by Dollar Sales 2004-2008 (in millions $)
Bertolli Second Largest
Figure 3-1: Estimated Top 20 Olive Oil Brands by IRI-Tracked Dollar Sales 2008 (%)
All Other Brands Hold Single Digit Share
Volume Shows Similar Trends with Berio and Bertolli Leading
Table 3-2: Top 20 IRI-Tracked Olive Oil Brands by Volume Sales 2004-2008 (in millions $)
Figure 3-2: Estimated Top 20 Olive Oil Brands by IRI-Tracked Volume Sales 2008 (%)
U.S. Mass-Market Brands Focus on Price-Conscious Consumers
Challenges Ahead from American Oil and Shortening Marketers
California Olive Oil Manufacturing, Branding and Distribution: A Long Way to Go
Olive Oil Halo is Premium, but U.S. Less So
California Brands Stuck Between Markets
Distribution Key
Top Marketer Profiles
Grupo SOS, Madrid, Spain
Overview
Performance
Figure 3-3: IRI-Tracked Grupo SOS Olive Oil Sales 2004-2008 (in millions $)
Table 3-3: IRI-Tracked Grupo SOS Olive Oil Sales 2004-2008 (in millions $)
Brands and Products
Table 3-4: Selected Grupo SOS Olive Oil Products 2009
Gruppo Salov SpA/Filippo Berio, Lucca, Italy
Overview
Performance
Figure 3-4: IRI-Tracked Filippo Berio Olive Oil Sales 2004-2008 (in millions $)
Table 3-5: IRI-Tracked Filippo Berio Olive Oil Sales 2004-2008 (in millions $)
Brands and Products
Table 3-6: Selected Filippo Berio Olive Oil Products 2009
Pompeian, Inc., Baltimore, MD
Overview
Performance
Figure 3-5: IRI-Tracked Pompeian Olive Oil Sales 2004-2008 (in millions $)
Table 3-7: IRI-Tracked Pompeian Olive Oil Sales 2004-2008 (in millions $)
Brands and Products
Table 3-8: Selected Pompeian Olive Oil Products 2009
Borges USA (Star Fine Foods), Fresno, CA
Overview
Performance
Figure 3-6: IRI-Tracked Star and Borges Olive Oil Sales 2004-2008 (in millions $)
Table 3-9: IRI-Tracked Star and Borges Olive Oil Sales 2004-2008 (in millions $)
Brands and Products
Table 3-10: Selected Star and Borges Olive Oil Products 2009
Colavita USA, Linden, NJ
Overview
Performance
Figure 3-7: IRI-Tracked Colavita Olive Oil Sales 2004-2008 (in millions $)
Table 3-11: IRI-Tracked Colavita Olive Oil Sales 2004-2008 (in millions $)
Brands and Products
Table 3-12: Selected Colavita Olive Oil Products 2009
California Olive Ranch, Oroville, CA
Overview
Performance
Figure 3-8: IRI-Tracked California Olive Ranch Olive Oil Sales 2004-2008 (in thousands $)
Table 3-13: IRI-Tracked California Olive Ranch Olive Oil Sales 2004-2008 (in thousands $)
Brands and Products
Table 3-14: Selected California Olive Ranch Olive Oil Products 2009
Chapter 4: Trends
Overview
Global Olive Oil Production and Consumption
Figure 4-1: Global Olive Oil Production and Consumption 2004-2009 (in millions metric tons)
Table 4-1: International Olive Oil Council Global Olive Oil Consumption 2004-2009 (in thousands metric tons)
Spain's Recovery Spikes Production in 2007
Figure 4-2: Global Olive Oil Production Share by Country 2008 (%)
U.S. Olive Oil Supply and Consumption
Figure 4-3: U.S. Olive Oil Imports and Consumption 2004-2009 (in thousands metric tons)
Table 4-2: U.S. Olive Oil Imports and Consumption 2004-2009 (in thousands metric tons)
A Closer Look at California
Figure 4-4: California Olive and Olive Oil Production 2004-2008 (in thousands short tons)
Table 4-3: California Olive and Olive Oil Production 2004-2008 (in thousands short tons)
Frugality: Cooking in More, Dining Out Less
Target Younger Shoppers Now For Long Term
Food Fears: From Contamination to Fraud
Olive Oil's Not Always Pure
States Take Leadership Role in Oversight
North American Olive Oil Association Olive Oil Seal Program
Mediterranean Food Trend Boon to Olive Oil
The New American Palate, New American Lifestyle
Olive Oil's Place
Olive Oil Abounds with Health Benefits
Olive Oil is Heart Healthy
Potential Cancer Fighter
Anti-Fungal, Skin Healthy
Anti-Inflammatory
Health Marketing Opportunities Abound
Private Label Well Positioned for Bad Economy
Private Label Has Consumer Appeal
Private Label Growth May Accelerate
New PL Olive Oil Introductions Strong in a Crowded Market
Private Label Olive Oil Growth
Figure 4-5: IRI-Tracked Private-Label Olive Oil Sales and Percentage of Total IRI-Tracked Olive Oil Sales 2004-2008 (in millions $)
Table 4-4: U.S. Retail Olive Oil Market and Year-over-Year Percentage Change 2004-2008 (in millions $)
Volume and Price
Figure 4-6: IRI-Tracked Sales of U.S. Olive Oil by Volume and Price 2004-2008 (in millions of 16 ounce equivalents, $)
Table 4-5: IRI-Tracked Sales of U.S. Olive Oil by Volume and Price and Year-over-Year Percentage Changes 2004-2008 (in millions of 16 ounce equivalents, $)
The Added Benefits of Socially Responsible Products
Social Responsibility Goes Mainstream
Environmental Benefits May Lead
Fair Trade and Place of Origin May Become Equally Meaningful
In Bad Economy Consumers Less Committed
Chapter 5: Marketing Dynamics
In Bad Economy Marketers Must Engage Loyal Consumers
Know Your Consumer
Brands May Need to Shift Premium Strategies
Eliminate Confusion Through Grassroots Education
Sponsorships Play Major Role
Non-Profit Research Support Efforts
Culture of Celebrity. . .Chefs
Matching Personality with Brand Message
Dissension in the EVOO Industry
Product Placement Opportunities Abound
Internet Technology Innovates Outreach
Fresh Internet Marketing May Be Key
Olive Oil Can Make Use of Alternative Medias
Behavioral Targeting In Diverse Olive Oil Market
Up for Debate
Internet Marketing and Presence More Important During Downturn
Price, Shipping Costs Ranked Highest of Consumer Buying Concerns
Food Draws Users In
Company Ethics and Added Values Important to Consumers
Good Causes a Good Draw
Retail Issues
Olive Oil Retail Distribution Overwhelmingly Diverse
Olive Oil Specialty Retail Not Impacted By Economy?
Table 5-1: Selected Boutique Olive Oil Retailers in Chicago
Specialty Filling a Role That Supermarkets Don't
Non-traditional Retail Partners May Boost Visibility
Make Olive Oil Values Easy, Visible, Consumer-Friendly
New Product Introductions
An Environment of Good Taste
New Product Introductions: Fewer But Still Solid
Table 5-2: Estimated Number of Olive Oil Introductions, U.S. 2004-2008*
New Product Claims: Solidify Premium Position
Table 5-3: Top 10 Olive Oil Package Tags, 2004-2008
New Product Flavors: A Taste for Every Palate
Table 5-4: Top 20 Olive Oil Flavors, by Year, 2004-2008
Authenticity A Key Part of Olive Oil
Health Trends Fueling Innovation
Omega-3 Fatty Acids
Table 5-5: 2008 New Product Introductions
Chapter 6: Consumer
Note on Simmons Market Research Bureau Consumer Data
Olive Oil Matures, Penetration Levels Reach 42%
Olive, Vegetable and Canola Only Oils with Double Digits Penetration
Table 6-1: Household Penetration of Olive Oil, with Alternative Oil Comparisons 2004-2008 (%)
Olive Oil Profile Skews to Higher Socio-Economic Bracket
Olive Oil Users Educated, White-Collar, Coastal, Home Owners
Vegetable Oil Users Profile Dramatically Different
Table 6-2: Olive Oil and Vegetable Oil Demographic Characteristics 2008 (index)
Most Olive Oil Mass Brands See Penetration in Single Digits
Table 6-3: Household Penetration of Selected Olive Oil Brands, with Alternative Oil Brand Comparisons 2004-2008 (%)
Olive Oil Brand Profiles Drill Down to More Specifics
Older Age Groups Interested in Bertolli and Berio
Table 6-4: Bertolli Demographic Characteristics 2008 (index)
Table 6-5: Berio Demographic Characteristics 2008 (index)
Carapelli and Colavita: Family-Oriented
Table 6-6: Carapelli Demographic Characteristics 2008 (index)
Table 6-7: Colavita Demographic Characteristics 2008 (index)
Pompeian Profile Suggests Stronger Usage Among Retirees
Table 6-8: Pompeian Demographic Characteristics 2008 (index)
Goya Profile Points Specifically to Hispanic Usage
Table 6-9: Goya Demographic Characteristics 2008 (index)
Olive Oil Users Interested in Healthier and Adventurous Diets
Table 6-10: Olive Oil Users Who Agree A Lot with Selected Attitudinal Statements, with Soybean and Vegetable User Comparisons 2008 (index)
Appendix: Addresses of Selected Marketers
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Olive Oil in the U.S., 3rd Edition
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