Olive Oil in the U.S., 3rd Edition

  • April 2009
  • -
  • Packaged Facts

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.

Table Of Contents

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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