Examining the U.S. Consumer Perceptions of Olive Oil: Implications for Marketing Strategy

This study provides insight into U.S. consumer perceptions and preferences regarding various aspects of olive oil consumption. The survey administered by undergraduate students to a convenience sample of potential olive oil customers. The results indicate that primary demand for olive oil in the U.S. marketplace is substantial and growing, where women are the main purchasers of olive oil. The majority buy their olive oil from grocery stores, the most frequently purchased or desired package size is 500 ml, olive oil is perceived as more expensive than other oil products, and most respondents learn about the benefits of olive oil mainly from cooking shows, magazines, and word-of-mouth. Taste, appearance, color, aroma, clarity, and labeling information are of high importance to consumers. The implications of this study are discussed