• Report Scope and Methodology
• Product Introduction
• U.S. Standards for Olive Oil Grades
• IOOC Olive Oil Classification
• Market Size and Growth
  • Olive Oil Market Grows by 10.1% in 2005
  • Figure 1-1 U.S. Retail Market Sales for Olive Oil, 2001-2005 (in million $)
  • Table 1-1 IRI-Tracked Sales of Olive Oil, 2001-2005 (in million $)
  • Labeling Challenge Facing Olive Oil Industry
  • Rising Prices of Olive Oil
  • Health Benefits
  • Popularity of the Mediterranean Diet
  • Place of Origin
  • Organic Olive Oils
  • Increasing Imports
  • Flavor Innovations
  
  
• Marketers
  • Unilever Leads but Sales Decline
  • Salov SpA’s Market Share on a Decline
  • Competition from Smaller Players
  • Table 1-2 IRI-Tracked Sales of Top Olive Oil Marketers, 2001-2005 (in million $)
  • Table 1-3 Market Composition by Olive Oil Marketers’ Shares, 2001-2005 (%)
  • Growing Influence of Private Labels
  • Table 1-4 IRI-Tracked Retail Sales of Top Olive Oil Brands, 2001-2005 (in million $)
  • Table 1-5 IRI-Tracked Retail Shares of Top Olive Oil Brands, 2001-2005 (%)
  
  
• Marketing Dynamics
  • Marketing and Promotional Initiatives
  • Programs and Events
  • Olive Oil Tasting Bars and Stores
  • Pompeian Olive Oil’s Labeling Strengthens Heart Healthy Promotion
  • New Product Introductions
  • Several New Brands and SKUs
  • Table 1-6 U.S. Olive Oil Marketers by Number of Brands Introduced,
  • 2005-2006
  • Introductions by Origin/Region
  • Introductions by Estates
  • Introductions by Flavors
  
  
• The Consumer
  • Figure 1-2 U.S. Consumption of Olive Oil by Population, 2003-2005 (%)
  • Demographics of U.S. Olive Oil Consumers
  • Table 1-7 Demographic Profile of U.S. Olive Oil Consumers
  • Figure 1-3 U.S. Consumption of Olive Oil by Brand, 2005 (%)
  
  
• Trends
  • Supply/Demand Scenario
  • Production and Cultivation Trends
  • California Olive Oil Production
  • Import Trends
  • Italy and Spain Lead in Exporting Olive Oil to the U.S.
  • Consumption Trends
  • Consumption Up by 16% from 2001
  • Chefs and Restaurants Get Creative
  • Rising Prices of Olive Oil
  • Health Trends
  • Olive Oil — Health Benefits
  • Food Pyramids Recommend Olive Oil Consumption
  • Interest in Mediterranean Foods Helps Olive Oil
  • Product Trends
  • Flavor — the Differentiator
  • Origin Emerges as a Selling Point
  • Olive Oil Gaining over Vegetable/Cooking Oil
  
  
• Market Forecast
• Figure 1-4 U.S. Olive Oil Retail Sales Projections, 2004-2010 (E) (in million $)

Chapter 2 The Market

• Scope and Methodology
• Product Introduction
• U.S. Olive Oil Classification
• U.S. Grade A or U.S. Fancy
• U.S. Grade B or U.S. Choice
• U.S. Grade C or U.S. Standard
• U.S. Grade D or Substandard
• 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
  • Olive Oil Market Grows by 10.1% in 2005
  • Figure 2-1 U.S. Retail Market Sales for Olive Oil, 2001-2005 (in million $)
  • Table 2-1 IRI Tracked Sales of Olive Oil, 2001-2005 (in million $)
  • Table 2-2 IRI Tracked Sales by Volume and Value of Olive Oil, 2003-2005
  
  
• Factors Affecting Market Growth
  • Rising Prices of Olive Oil
  • Health Benefits
  • Popularity of Mediterranean diet
  • Place of Origin
  • Organic Olive Oils
  • Increasing Imports
  • Flavor Innovations
  
  
• Market Forecast
• Figure 2-2 U.S. Olive Oil Retail Sales Projections, 2004-2010 (E) (in million $)

Chapter 3 Marketers

• Marketer Overview
• Figure 3-1 Market Composition by IRI-Tracked Olive Oil Marketers’ Shares, 2001 versus 2005 (%)
• Marketer Performance
  • Unilever Bestfoods Leads, but Sales Decline
  • Salov SpA’s Market Share on a Decline
  • Table 3-1 IRI-Tracked Sales of Top Olive Oil Marketers, 2001-2005 (in million $)
  • Table 3-2 Market Composition by Olive Oil Marketers’ Shares, 2001-2005 (%)
  • Growing Influence of Private Labels and Smaller Marketers
  • Table 3-3 IRI-Tracked Retail Sales of Top Olive Oil Brands, 2001-2005 (in million $)
  • Table 3-4 IRI-Tracked Retail Shares of Top Olive Oil Brands, 2001-2005 (%)
  
  
• Company Profiles
• Unilever Bestfoods North America/Bertolli
  • Figure 3-2 IRI-Tracked Sales of Unilever Bestfoods North America, 2001-2005 (in million $)
  • Bertolli’s Olive Oil Varieties
  • Table 3-5 Bertolli’s Olive Oil Varieties by Description and Applications
  • Bertolli’s 2005 Introductions
  
  
• Salov SpA/ Filippo Berio
  • Figure 3-3 IRI-Tracked Sales of Salov SpA, 2001-2005 (in million $)
  • Table 3-6 Filippo Berio’s Olive Oil Varieties by Description and Applications
  • Table 3-7 Filippo Berio’s Olive Oil Specialty Products by Description and Applications
  
  
• Carapelli USA, LLC
  • Figure 3-4 IRI-Tracked Sales of Carapelli USA, LLC, 2001-2005
  • (in million $)
  
  Pompeian Inc.
  • Table 3-8 Pompeian’s Olive Oil Varieties by Description and
  • Applications
  • Labeling to Promote the Heart Benefits of Olive Oil
  • Figure 3-5 IRI-Tracked Sales of Pompeian Inc., 2001-2005 (in million $)
  
  
• Star Fine Foods, Inc.
  • Table 3-9 STAR Olive Oil Varieties by Description and Applications
  • Figure 3-6 IRI-Tracked Sales of Star Fine Foods Inc., 2001-2005 (in million $)
  
  
• Colavita USA
  • Table 3-11 Colavita’s Olive Oil Varieties/Brands by Description
  • Figure 3-7 IRI-Tracked Sales of Colavita USA, 2001-2005 (in million $)
  
  
• Goya Foods Inc.
  • Table 3-12 Goya Foods Inc.’s Olive Oil Varieties/Brands by Description and Applications
  • Figure 3-8 IRI-Tracked Sales of Goya Foods Inc., 2001-2005 (in million $)
  • Goya’s Extra Virgin Olive Oil Rated as the Best
  • Goya eStore
  
  
• World Finer Foods Inc.
  • Table 3-13 Da Vinci’s Olive Oil Varieties/Brands by Description
  • Figure 3-9 IRI-Tracked Sales of World Finer Foods Inc., 2001-2005 (in million $)

Chapter 4 Marketing Dynamics

• Marketing Initiatives
• Programs and Events
• The Sonoma Valley Olive Festival
• The 2006 National Association for the Specialty Food Trade Fancy Food Show
• Olive Oil Competitions
• Promotional Initiatives
  • Olive Oil Tasting Bars and Stores
  • Olive Oil Displays Go High End
  • Pompeian Olive Oil’s Labeling Strengthens Heart Healthy Promotion
  • New Product Introductions
    • Several New Brands and SKUs
    • Table 4-1 U.S. Olive Oil Marketers by Number of Brands Introduced, 2005-2006
    • Table 4-2 U.S. Olive Oil Marketers by Number of SKUs Introduced, 2005-2006
    • Primary Package Tags
    • Table 4-3 U.S. Olive Oil Package Tags by Number of SKUs Introduced, 2005-2006
    • Table 4-4 U.S. “Upscale” Olive Oil Introductions by Marketer and Brand, 2005-2006
    • Table 4-5 U.S. “Natural” Olive Oil Introductions by Marketer and Brand, 2005-2006
    • Table 4-6 U.S. “Organic” Olive Oil Introductions, 2005-2006
    • Table 4-7 U.S. “Pure” Olive Oil Introductions, 2005-2006
    • Table 4-8 U.S. “Fresh” Olive Oil Introductions, 2005-2006
    • Table 4-9 U.S. “High Vitamins” Olive Oil Introductions, 2005-2006
    • Introductions by Origin/Region
    • Table 4-10 U.S. Olive Oil Introductions by Source of Olives, 2005-2006
    • Introductions by Estates
    • Table 4-11 U.S. Olive Oil Introductions by Estates, 2005-2006
    • Introductions by Flavors
    • Table 4-12 U.S. Olive Oil Introductions by Flavor, 2005-2006
    • Table 4-13 U.S. Olive Oil Introductions by Blend/Flavor, 2005-2006
    • Table 4-14 U.S. Olive Oil Introductions by Fruity Flavor, 2005-2006
    • Table 4-15 U.S. Olive Oil Introductions by Sweet Flavor, 2005-2006
    • Table 4-16 U.S. Olive Oil Introductions by Mild/Light Flavored Olive Oil, 2005-2006
    • Table 4-17 U.S. Olive Oil Introductions by Peppery Flavored Olive Oil, 2005-2006
    • Table 4-18 U.S. Olive Oil Introductions by Mediterranean Flavor, 2005-2006
    • Table 4-19 U.S. Olive Oil Selected Introductions by Flavor, 2005-2006
    • Private Label
    • Table 4-20 U.S. Olive Oil Private Label Introductions, 2005-2006

Chapter 5 The Consumer