Market Trends: The U.S. Olive Oil Market

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Published Mar 1, 2005 | 75 Pages | Pub ID: LA1073649

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Olive oil is more than a food product. It has a long history of medicinal, magical, and even fiduciary purpose. The Greek poet Homer referred to it as “liquid gold.” Today’s olive oils still retain some of their historical mystique with clinically proven health benefits, exotic flavor infusions, and a variety of applications.

Market Trends: The U.S. Olive Oil examines the state of the U.S. olive oil market, from everyday major supermarket players to specialty premium niche players. The report analyses manufacturer and retailer strategies used to maximize growth and profitability. Coverage includes analysis of consumer usage, brand preference, retailing, new products and factors and trends that will fuel future growth.

In this new report, Packaged Facts examines the market for olive oil in the U.S., assesses the markets strengths and weaknesses, analyzes the various products available in the U.S. olive oil market along with the manufacturer and retailer strategies that are being used to maximize growth and profitability. Trend coverage includes consumer usage, brand preference, retailing, new product, and growth markets such as organic.

Introducing Market Trends
Market Trends is the latest product line from Packaged Facts. These timely, compact reports offer insight and analysis into new product trends, demographic shifts, and consumer behaviors that affect the food, beverage and consumer goods industries.

Report Methodology
The information in Market Trends: Olive Oil is obtained from both primary and secondary research. Primary research data is provided by Simmons Market Research Bureau (consumer buying and usage data), Information Resources Inc. (market share data), and ProductScan (new product introduction data). Secondary research data has been obtained from trade association publications, business and medical journals, company literature and websites, databases, and investment reports.

What You’ll Get in this Report
Market Trends: The U.S. Olive Oil Market offers unique perspective on the bourgeoning market. No other market research report provides the analysis and trends coverage that Packaged Facts offers. Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company wants to get a head’s up on the trends that will be driving the olive oil market, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the factors that influence the development of this market.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans.
  • Research and development professionals stay on top of competitor initiatives and explore demand for new product introductions.
  • Advertising agencies working with clients in the olive oil industry and related industries to understand consumer mindset and to develop consumer messaging for these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Chapter 1: Executive Summary
  • 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

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