Custom Consumer Report – Olive Oil

Core Section

• What types of vegetable oil do consumers choose by purpose of use? What criteria do they adopt in this selection process?
• Which qualities in olive oil are important to consumers, for example, flavour, aroma, health benefits – which?
• What are the substitutes (if any) for olive oil (e.g., canola, sesame, sunflower) by purpose of use, reasons, and how do consumers experience them compared with olive oil.
• Understanding of the differences in types of olive oil, for example EVOO, Virgin, Pure/Regular, Light/Extra Light.
• What are the selection criteria consumers adopt when choosing between brands of olive oil and how do they vary by grade? Including qualities such as organic, flavoured, packaging solution (e.g. ecofriendly).
• How do consumers determine the quality of the olive oil they buy? For example, brand assurance, label information (including production date), country of origin, recommendations (e.g. word of mouth, social media), internet searches etc.
• For what purpose do consumers use the different grades of olive oil?
• How often do households buy olive oil by grade and by size of bottle/container?
• Which brand of olive oil did they buy on the last purchase occasion by grade and size. What was the source of purchase (e.g., supermarket, convenience store, online)?
• What was the retail price for the olive oil (by type) they bought on that last occasion?
• Market shares in volume and value by brand, container size and source of purchase.
• To which below and above the line marketing/merchandising activities are consumers receptive? For example, POS displays, discounts and other promotions.
• How brand-loyal are olive oil buyers and which criteria tempt them to stray to other brands?
• Perception on the value for money by olive oil grade. At what relative price point will consumers switch to another grade? What is the likely impact of the “Trump tariffs” in the US?
• Identify need-gaps for innovation.
• Demographic and lifestyle questions for the purpose of analysis.

Exclusive Customisable Section

Here the sky is the limit. Some examples…

• Brand awareness (top of mind, spontaneous).
• Brand image.
• Brand disposition (ranging from rejection to insistence).
• Brand selection criteria by grade.
• Sources of brand awareness (e.g., traditional media, social media, POS, word of mouth, internet searches).
• Price sensitivity. At what relative price point will consumers switch to another brand in the same or in a different grade?