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Olive Oil in the U.S.


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Olive oil 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. Many believe that this renewed interest in olive oils will follow a parallel path to those forged by wine, coffee and most recently chocolate.

The market for olive oil in U.S. stood at $894.1 million in 2005, indicating a growth of 10.1% over 2004. However unit sales have grown at a lower pace and the market has been impacted by rising prices of olive oil. The U.S. market is heavily dependent on imports from Europe and the strengthening of Euro against the Dollar has contributed largely to the increase in prices.

Factors such as healthy fat content, influence of the Mediterranean diet, olive oil’s premium image, flavor innovations and a variety of other applications have established olive oil as a natural choice in the U.S. consumer’s minds and diets. Major marketers generate consumer interest in olive oil through programs and events, olive oil tasting bars and also by introducing new products with innovative flavors.

This report utilizes qualitative and quantitative research and analysis to provide complete coverage of current market trends, market size and composition, consumer preferences, marketing dynamics, international trade data including imports and exports, and profiles of major market players.

Report Methodology
The information in Olive Oil in the U.S. 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
Olive Oil in the U.S. 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.


  • Executive Summary
    • Report Scope and Methodology
      • Product Introduction
    • Market Size and Growth
      • Olive Oil Market Grows by 10.1% in 2005
        • Table IRI-Tracked Sales of Olive Oil, 2001-2005 (in million $)
    • Marketers
      • Unilever Leads but Sales Decline
      • Salov SpA's Market Share on a Decline
      • Competition from Smaller Players
        • Table IRI-Tracked Sales of Top Olive Oil Marketers, 2001-2005 (in million $)
        • Table Market Composition by Olive Oil Marketers' Shares, 2001-2005 (%)
      • Growing Influence of Private Labels
        • Table IRI-Tracked Retail Sales of Top Olive Oil Brands, 2001-2005 (in million $)
        • Table IRI-Tracked Retail Shares of Top Olive Oil Brands, 2001-2005 (%)
    • Marketing Dynamics
      • Marketing and Promotional Initiatives
      • New Product Introductions
        • Table U.S. Olive Oil Marketers by Number of Brands Introduced, 2005-2006
    • The Consumer
      • Demographics of U.S. Olive Oil Consumers
        • Table Demographic Profile of U.S. Olive Oil Consumers
    • Trends
      • Supply/Demand Scenario
      • Import Trends
      • Consumption Trends
      • Health Trends
      • Product Trends
    • Market Forecast
  • The Market
    • Scope and Methodology
      • Product Introduction
      • U.S. Olive Oil Classification
    • Market Size and Growth
      • Olive Oil Market Grows by 10.1% in 2005
        • Table IRI Tracked Sales of Olive Oil, 2001-2005 (in million $)
        • Table 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
  • Marketers
    • Marketer Overview
    • Marketer Performance
      • Unilever Bestfoods Leads, but Sales Decline
      • Salov SpA's Market Share on a Decline
        • Table IRI-Tracked Sales of Top Olive Oil Marketers, 2001-2005 (in million $)
        • Table Market Composition by Olive Oil Marketers' Shares, 2001-2005 (%)
      • Growing Influence of Private Labels and Smaller Marketers
        • Table IRI-Tracked Retail Sales of Top Olive Oil Brands, 2001-2005 (in million $)
        • Table IRI-Tracked Retail Shares of Top Olive Oil Brands, 2001-2005 (%)
    • Company Profiles
      • Unilever Bestfoods North America/Bertolli
      • Bertolli's Olive Oil Varieties
        • Table Bertolli's Olive Oil Varieties by Description and Applications
      • Bertolli's 2005 Introductions
    • Salov SpA/ Filippo Berio
      • Table Filippo Berio's Olive Oil Varieties by Description and Applications
      • Table Filippo Berio's Olive Oil Specialty Products by Description and Applications
    • Carapelli USA, LLC
    • Pompeian Inc.
      • Table Pompeian's Olive Oil Varieties by Description and Applications
      • Labeling to Promote the Heart Benefits of Olive Oil
    • Star Fine Foods, Inc.
      • Table STAR Olive Oil Varieties by Description and Applications
    • Colavita USA
      • Table Colavita's Olive Oil Varieties/Brands by Description
    • Goya Foods Inc.
      • Table Goya Foods Inc.'s Olive Oil Varieties/Brands by Description and Applications
      • Goya's Extra Virgin Olive Oil Rated as the Best
      • Goya eStore
    • World Finer Foods Inc.
      • Table Da Vinci's Olive Oil Varieties/Brands by Description
  • Marketing Dynamics
    • Marketing Initiatives
      • Programs and Events
    • 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 U.S. Olive Oil Marketers by Number of Brands Introduced, 2005-2006
        • Table U.S. Olive Oil Marketers by Number of SKUs Introduced, 2005-2006
      • Primary Package Tags
        • Table U.S. Olive Oil Package Tags by Number of SKUs Introduced, 2005-2006
        • Table U.S. "Upscale" Olive Oil Introductions by Marketer and Brand, 2005-2006
        • Table U.S. "Natural" Olive Oil Introductions by Marketer and Brand, 2005-2006
        • Table U.S. "Organic" Olive Oil Introductions, 2005-2006
        • Table U.S. "Pure" Olive Oil Introductions, 2005-2006
        • Table U.S. "Fresh" Olive Oil Introductions, 2005-2006
        • Table U.S. "High Vitamins" Olive Oil Introductions, 2005-2006
      • Introductions by Origin/Region
        • Table U.S. Olive Oil Introductions by Source of Olives, 2005-2006
      • Introductions by Estates
        • Table U.S. Olive Oil Introductions by Estates, 2005-2006
      • Introductions by Flavors
        • Table U.S. Olive Oil Introductions by Flavor, 2005-2006
        • Table U.S. Olive Oil Introductions by Blend/Flavor, 2005-2006
        • Table U.S. Olive Oil Introductions by Fruity Flavor, 2005-2006
        • Table U.S. Olive Oil Introductions by Sweet Flavor, 2005-2006
        • Table U.S. Olive Oil Introductions by Mild/Light Flavored Olive Oil, 2005-2006
        • Table U.S. Olive Oil Introductions by Peppery Flavored Olive Oil, 2005-2006
        • Table U.S. Olive Oil Introductions by Mediterranean Flavor, 2005-2006
        • Table U.S. Olive Oil Selected Introductions by Flavor, 2005-2006
      • Private Label
        • Table U.S. Olive Oil Private Label Introductions, 2005-2006
  • The Consumer
    • Simmons Survey
    • Olive Oil Consumption
      • Consumption Comparisons - Olive Oil versus Vegetable Oil
    • Demographics of U.S. Olive Oil Consumers
      • Table Demographic Profile of U.S. Olive Oil Consumers
      • Bertolli - The Most Popular Olive Oil Brand
      • Bertolli Consumer Profile
        • Table Demographic Profile of Bertolli Olive Oil Consumers
      • Berio Consumer Profile
      • Carapelli Consumer Profile
      • Goya
        • Table Demographic Comparisons of Olive Oil Brands: Berio, Carapelli, &Goya, 2005
    • Olive Oil and Food Attitudes
      • Olive Oil Consumers Make the Most of Food
        • Table Comparisons by Attitude toward Food by Oil Used Most Often in Last 90 Days
        • Table Comparisons by Attitude toward Food by Olive Oil Brand Used Most Often in Last 90 Days
  • Olive Oil Market Trends
    • Supply/Demand Scenario
      • Production and Cultivation Trends
      • Import Trends
      • Italy and Spain Lead in Exporting Olive Oil to the U.S.
    • Consumption Trends
      • Consumption Up by 16% from 2001
      • Chefs Take to Olive Oil
      • Restaurants Enhance Olive Oil Consumption
      • 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
      • 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
  • Address of Selected Marketers

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