Olive Oil in the U.S.

Jun 1, 2006
108 Pages - Pub ID: LA1209577
Attention: There is an updated edition available for this report.
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Chapter 1 Executive Summary
  • 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

  • Simmons Survey
  • Olive Oil Consumption
    • Figure 5-1 U.S. Consumption of Olive Oil by Population, 2003-2005 (%)
    • Consumption Comparisons — Olive Oil versus Vegetable Oil
    • Figure 5-2 Consumption of Olive Oil versus Vegetable Oil in the U.S., 2003-2005(%)

  • Demographics of U.S. Olive Oil Consumers
    • Table 5-1 Demographic Profile of U.S. Olive Oil Consumers
    • Bertolli — The Most Popular Olive Oil Brand
    • Figure 5-3 U.S. Consumption of Olive Oil by Brand, 2005 (%)
    • Bertolli Consumer Profile
    • Table 5-2 Demographic Profile of Bertolli Olive Oil Consumers
    • Berio Consumer Profile
    • Carapelli Consumer Profile
    • Goya
    • Table 5-3 Demographic Comparisons of Olive Oil Brands: Berio, Carapelli, & Goya, 2005

  • Olive Oil and Food Attitudes
    • Olive Oil Consumers Make the Most of Food
    • Table 5-4 Comparisons by Attitude toward Food by Oil Used Most Often in Last 90 Days Table 5-5 Comparisons by Attitude toward Food by Olive Oil Brand Used Most Often in Last 90 Days

    Chapter 6 Olive Oil Market Trends

    • Supply/Demand Scenario
    • Production and Cultivation Trends
    • California Olive Oil Production
    • Import Trends
    • Figure 6-1 U.S. Olive Oil Imports, 2001-2005 (In thousand metric tons, $ million)
    • Italy and Spain Lead in Exporting Olive Oil to the U.S.
    • Figure 6-2 U.S. Olive Oil Imports by Country, 2005 (%)
    • Consumption Trends
      • Consumption Up by 16% from 2001
      • Chefs Take to Olive Oil
      • Restaurants Enhance Olive Oil Consumption
      • Figure 6-3 U.S. Olive Oil Import versus Consumption, 2001-2004 (In thousand metric tons)
      • Rising Prices of Olive Oil
      • Euro Gains over U.S. Dollar from 2001-2005
      • Figure 6-4 Olive Oil Import Prices (in $ Thousand per Metric Ton) against Euro versus U.S. Dollar Rate, 2001-2005
      • Lower Production of Olive Oil in Spain

    • Health Trends
      • Olive Oil — Health Benefits
      • Food Pyramids Recommend Olive Oil Consumption
      • Interest in Mediterranean Foods Helps Olive Oil

    • Product Trends
      • Flavor — the Differentiator
      • Olive Oil Origin Emerges as a Selling Point
      • Organic Olive Oils — a Growing Trend
      • Premium Olive Oil Gains in Importance
      • Specific Cooking Oils for Specific Cooking Applications
      • Olive Oil Usage in Foodservice on a High
      • Olive Oil Gaining over Vegetable/Cooking Oil
      • Figure 6-5 Olive Oil versus Other Cooking Oils by Sales, 2001-2005 (in million $)

    Appendix: Address of Selected Marketers

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