• Report Scope and Methodology
  • Scope
  • Methodology
  
  
• Product Introduction
  • Origin
  • The Fruit
  • Specifications
  
  
• Industry Overview
  • Shortenings and Oils Market Witnesses Slow Growth
  
  
• Figure 1-1: U.S. Shortenings and Oils Retail Sales and %
  • Growth, 1999-2004 (E)
  • Olive Oil: The Key Category
  
  
• Table 1-1: U.S. Olive Oil Retail Sales, 1999-2004 (E)
• Factors Boosting Growth
  • Health Consciousness
  
  
• Premium Olive Oil
  • Diversity of Applications
  • Innovation
  
  
• Labeling - Key Challenge
• Market Forecast
• Figure 1-2: U.S. Shortenings and Oils Retail Sales Projections, 2004-2009 (E), ($ million)
• Figure 1-3 U.S. Olive Oil Retail Sales Projections, 2004-2009 (E)
• The Marketers0
  • Unilever Bestfoods: The Market Leader
  
  
• Table 1-2: U.S. Top Olive Oil Marketers, 2002-2004 (E)
  Private Label Grows
  • Salov S.P.A.’s Filippo Berio is The Second Largest Player
  
  
• Table 1-3: U.S. Top Olive Oil Brands, 2002-2004 (E),
• Promotional Activities
  • The Spanish Olive Oil Campaign
  • The Sonoma Valley Olive Festival
  
  
• Product Introductions
• The Consumer
• Table 1-4: U.S Olive Oil Consumer Indices Based on Demographics

Chapter 2: The Market

• Product Introduction
  • Origin
  • The Olive Fruit
    
  • Olive Oil Classification
    • United States Standards for Grades of Olive Oil
    • IOOC Olive Oil Classification
    
    
  • Industry Overview
    • Shortenings and Oils Retail Sales Touch $2.8 Billion
    
    
  • Table 2-1: U.S. Shortenings and Oils Retail Market Sales 1999-2004
    • Market Composition
    
    
  • Figure 2-1: U.S. Shortenings and Oils Market Shares Based on
    • Category, 2004 (E)
    • Olive Oil Set to Dominate
    
    
  • Table 2-2 U.S. Sales of Shortenings and Oils Mass-Market
    • Categories, 1999-2004 (E)
    
    
  • Table 2-3 U.S. Shortenings and Oils Market Shares Based on Category (%), 1999-2004 (E)
  • Production Trends
    • Cultivation
    • Imports
    
    
  • Figure 2-2: U.S. Olive Oil Imports vs. Exports, 2000-2004 Consumption Trends
  • Figure 2-3: U.S. Olive Oil Imports vs. Consumption, 2000-2004
  • Key Trends
    • Health Consciousness
    • Growing Popularity of the Mediterranean Diet
    • Finally New USDA Recommendations
    
    
  • Factors Boosting Industry Growth
    • A Premium Condiment
    • Varied Applications, Not Just for Food
    • Flavor Innovations in Edible Olive Oil
    
    
  • Table 2-4: U.S. Lemon Flavored Olive Oil Introductions, 2004
  • Table 2-5: U.S. Pepper Flavored Olive Oil Introductions, 2004
  • Table 2-6: U.S. Garlic Flavored Olive Oil Introductions, 2004
  • Table 2-7: U.S. Rosemary Flavored Olive Oil Introductions, 2004
  • Table 2-8: U.S. Tomato Flavored Olive Oil Introductions, 2004
  • Table 2-9: U.S. Basil Flavored Olive Oil Introductions, 2004
  • Table 2-10: U.S. Balsamic Flavored Olive Oil Introductions, 2004
  • Table 2-11: U.S. Fruity Flavored Olive Oil Introductions, 2004
  • The Labeling Challenge
  • Market Forecast
  • Table 2-12: U.S. Shortenings and Oils Retail Sales Projections, 2004-2009
    • Olive Oil to Beat Industry Trend
    
    
  • Table 2-13: U.S. Olive Oil Retail Sales Projections, 2004-2009
  • Figure 2-4: U.S. Olive Oil Retail Sales Projections, 2004-2009

Chapter 3: The Marketers

• Overview
  • Market Leader Unilever
  
  
• Table 3-1: U.S. Top Olive Oil Marketers, 1999-2004 (E)
  • Runner-up: Salov S.P.A
  • Third Ranked Carapelli U.S.A
  • Fourth Ranked Pompeian, Inc.
  
  
• Table 3-2: U.S. Olive Oil Market Shares of Top Marketers, (%), 1999-2004 (E)
• Table 3-3: U.S. Top Olive Oil Brands, 1999-2004 (E)
• Specialty Marketers
• Advertising and Promotion
  • Spanish Olive Oil Campaign 2004
  • The Sonoma Valley Olive Festival
  • L.A. County Fair
  
  
• Product Introductions
  • Upscale, Organic Olive Oil Gain Momentum
  
  
• Table 3-4: U.S. Select ‘Organic / Natural / Upscale (Gray Colored)’ Olive Oil Launches in 2004
• Table 3-5: U.S. Select ‘Upscale’ Olive Oil Launches in 2004
• Table 3-6: U.S. Select ‘No Cholesterol’ Olive Oil Launches in 2004
  • Extra Virgin Olive Oil: A Favorite
  
  
• Table 3-7: U.S. Select Extra Virgin Olive Oil Launches in 2004
• Company Profiles
  • Unilever Bestfoods
    • Overview
    • Product Portfolio
    • Table 3-8: Unilever Bestfoods Product Portfolio
    • Figure 3-1: U.S. Sales of Unilever Bestfoods Olive Oil, 1999-2004
    • Performance
    
    
  • Salov North America
    • Overview
    • Performance
    • Figure 3-2: U.S. Sales of Salov North America Olive Oil, 1999-2004
    
    
  • Carapelli U.S.A. LLC
    • Overview
    • Product Portfolio
    • Performance
    • Figure 3-3: U.S. Sales of Carapelli U.S.A. Olive Oil, 1999-2004
    
    
  • Pompeian, Inc.
    • Overview
    • Product Portfolio
    • Table 3-9: Pompeian Product Portfolio Performance
    • Figure 3-4: U.S. Sales of Pompeian Inc. Olive Oil, 1999-2004
    
    
  • Star Fine Foods- Borges U.S.A
    • Overview
    • Product Portfolio
    • Table 3-10: Star Fine Foods Product Portfolio Performance
    • Figure 3-5: U.S. Sales of Star Fine Foods Olive Oil, 1999-2004
    
    
  • Colavita U.S.A
    • Overview
    • Product Portfolio
    • Table 3-11: Colavita Product Portfolio
    • Performance
    • Figure 3-6: U.S. Sales of Colavita U.S.A. Olive Oil, 1999-2004
    
    
  • World Finer Foods, Inc.
    • Overview
    • Product Portfolio
    • Table 3-12: World Finer Foods Product Portfolio
    • Performance
    • Figure 3-7: U.S. Sales of World Finer Foods Olive Oil, 1999-2004
    
    
  • Goya Foods Inc
    • Overview
    • Product portfolio
    • Performance
    • Figure 3-9: U.S. Sales of Goya Foods Inc. Olive Oil, 1999-2004

Chapter 4: The Consumer

• Simmons Survey
• Overview
• Table 4-1: Demographic Profile of U.S. Olive Oil Consumer
  • High Income Consumers Favor Olive Oil
  
  
• Table 4-2: U.S. Olive Oil User Indices Based on Annual Income
  • Italian Brands Favored by High Income Consumers
  
  
• Table 4-3: U.S. Olive Oil Brand Preference Based on Income Groups
  • Consumption Reflecting Higher Education
  
  
• Table 4-4: U.S. Olive Oil Users Based on Education Attained
  • Lesser Consumption Among Younger Population
  
  
• Table 4-5: U.S. Olive Oil Users Based on Age Groups
• Table 4-6: U.S. Olive Oil Brand Preference Based on Age Groups
  • Higher Penetration in Two-Member Households
  
  
• Table 4-7: U.S. Olive Oil Users by Household Size
  • Northeast Region Preferring Olive Oil
  
  
• Table 4-8: U.S. Olive Oil Usage Based on Region
• Table 4-9: U.S. Olive Oil Brand Preference Based on Region
  • Hispanic Brand Loyal to Goya
  
  
• Table 4-10: U.S. Ethnic Groups’ Olive Oil Brand Preference

Appendix: Addresses of Selected Marketers