Communicating the health value of extra-virgin olive oil: an investigation of consumers' responses to health claims

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marco Pichierri ◽  
Alessandro M. Peluso ◽  
Giovanni Pino ◽  
Gianluigi Guido
Keyword(s):  
Olive Oil ◽  
Purchase Intention ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Health Claims ◽  
The European Union ◽  
Content Type ◽  
Health Value ◽  
Product Attractiveness ◽  
The Relationship

PurposeThis research investigates the effectiveness of the four health claims that the European Union (EU) authorized for extra-virgin olive oil (EVOO) in terms of perceived text clarity, text interestingness, message credibility and information diagnosticity, along with the claims' effect on product attractiveness and consumers' purchase intention.Design/methodology/approachAn experimental study with 185 participants investigated consumer response to the four claims. A one-way MANOVA analyzed differences in the aforementioned variables, while a sequential mediation model assessed the relationship among perceived text clarity of the EVOO health claims, information diagnosticity, product attractiveness and purchase intention.FindingsThe four EU-authorized health claims differ in terms of perceived text clarity, message credibility, information diagnosticity and product attractiveness. Specifically, the health claim on EVOO polyphenols scored lower than the other three health claims on the aforementioned dependent variables. Importantly, clearer health claims are perceived as more useful and may increase product attractiveness and consumers' purchase intention.Originality/valueThe research sheds light on the effectiveness of EVOO health claims. Since the use of such health claims is not a common practice in the EVOO market, a deeper understanding of consumers' perception and attitude toward them could inspire better guidelines and suggestions for claim usage and improvement.

Nutraceutical olive oil: does it make the difference?

2014 ◽  
Vol 44 (6) ◽  
pp. 586-600 ◽  
Author(s):  
Leonardo Casini ◽  
Caterina Contini ◽  
Nicola Marinelli ◽  
Caterina Romano ◽  
Gabriele Scozzafava
Keyword(s):  
Olive Oil ◽  
Latent Class ◽  
Disease Risk ◽  
Latent Class Model ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Production Costs ◽  
Health Claims ◽  
Content Type ◽  
European Regulations

Purpose – The purpose of this paper is to verify the market potentials of health claims by means of a study that tests the effectiveness of extra-virgin olive oil promotion based on the nutraceutical indications recently authorised by European regulations. Design/methodology/approach – The methodology utilises a discrete choice experiment on a sample of Italian consumers. Market segmentation is performed by means of applying a latent-class model. Findings – The health claim proves particularly interesting for two consumer segments: the “functional claim seekers” (24 per cent) and the “reduction of disease risk claim seekers” (13 per cent). The former segment consists of young, single males who prefer more moderately priced olive oils. The latter is instead made up of elderly individuals who prefer an explicit message on disease and are oriented towards the higher price ranges. Practical implications – The potentials in implementing a promotional strategy based on the awareness of olive oil’s nutraceutical properties are demonstrated. Strategies will have to target specific characteristics of the various consumer segments. Originality/value – This paper has confirmed the opportunities that the recent European regulations on health claims have introduced for the olive oil market. This form of promotion could prove particularly important for quality productions that are often insufficiently recognised vis-à-vis their high production costs.

Price analysis of extra virgin olive oil

2019 ◽  
Vol 121 (8) ◽  
pp. 1899-1911 ◽  
Author(s):  
Idiano D’Adamo ◽  
Pasquale Marcello Falcone ◽  
Massimo Gastaldi
Keyword(s):  
Olive Oil ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Content Type ◽  
Purchase Cost ◽  
Olive Oil Mills ◽  
High Production ◽  
Price Analysis ◽  
The Relationship

Purpose The price of extra virgin olive oil (EVOO) is highly subjected to variability. In this way, the consumer is not able to perceive a price of reference. The purpose of this paper is to investigate this topic, trying to define a range suitable for the selling of EVOO. Design/methodology/approach A mathematical model is applied to the three price levels (i.e. production, intermediate and selling). It studies the relationship among main variables: purchase cost of olives, the production cost of olive oil, the yield of olives obtained by the technological process and the profit margin. To define the input data, 25 producers of olives and 25 owners of olive oil mills are involved. Findings The production of EVOO depends strictly on the production of olives, which typically is subdivided in a year of “high production” and in a year of “low production.” The price of EVOO is subjected to a great variability; however, it is possible to propose a range that varies from €7.0 per liter to €8.7 per liter. Research limitations/implications The level of acidity influences significantly the quality of olive oil, and this model has the limit to not analyze the variation of the price in function of this parameter. Originality/value This study is the first to propose a pricing model to evaluate EVOO. The literature section supports this assumption.

Olive oil consumption and its repercussions on lipid metabolism

2020 ◽  
Vol 78 (11) ◽  
pp. 952-968 ◽  
Author(s):  
João Tomé-Carneiro ◽  
María Carmen Crespo ◽  
María Carmen López de las Hazas ◽  
Francesco Visioli ◽  
Alberto Dávalos
Keyword(s):  
Lipid Metabolism ◽  
Adverse Effects ◽  
Olive Oil ◽  
Mediterranean Diet ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Health Claims ◽  
Oil Consumption ◽  
Trans Fats ◽  
Cardiometabolic Disorders

Abstract Consumption of highly processed foods, such as those high in trans fats and free sugars, coupled with sedentarism and chronic stress increases the risk of obesity and cardiometabolic disorders, while adherence to a Mediterranean diet is inversely associated with the prevalence of such diseases. Olive oil is the main source of fat in the Mediterranean diet. Data accumulated thus far show consumption of extra virgin, (poly)phenol-rich olive oil to be associated with specific health benefits. Of note, recommendations for consumption based on health claims refer to the phenolic content of extra virgin olive oil as beneficial. However, even though foods rich in monounsaturated fatty acids, such as olive oil, are healthier than foods rich in saturated and trans fats, their inordinate use can lead to adverse effects on health. The aim of this review was to summarize the data on olive oil consumption worldwide and to critically examine the literature on the potential adverse effects of olive oil and its main components, particularly any effects on lipid metabolism. As demonstrated by substantial evidence, extra virgin olive oil is healthful and should be preferentially used within the context of a balanced diet, but excessive consumption may lead to adverse consequences.

Impact of organic and “protected designation of origin” labels in the perception of olive oil sensory quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sara Spognardi ◽  
Domenico Vistocco ◽  
Lucio Cappelli ◽  
Patrizia Papetti
Keyword(s):  
Olive Oil ◽  
Purchase Intention ◽  
Virgin Olive Oil ◽  
Blind Test ◽  
Physical Point ◽  
Content Type ◽  
Organic Certification ◽  
Olive Oils ◽  
Protected Designation Of Origin ◽  
The Impact

PurposeInvestigate the behaviour and the habits of the consumers from central-southern Italy in relation to extra olive oil consumption, focussing on the impact of protected designation of origin (PDO) and EU–organic certification on purchase intention and quality perception.Design/methodology/approachA specific questionnaire was submitted to 160 consumers; a subsample of ten experts, ten semi-experts and ten habitual consumers of olive oil tested, through a blind test first and a normal one then, three Italian samples: an extra-virgin olive oil (EVOO) without certification, an organic EVOO and a PDO EVOO, which were characterised also from a chemical-physical point of view. The answers provided during the tastings were statistically analysed and compared.FindingsPeople interviewed prefer local olive oils; they are positively influenced by PDO/organic certification, while price is not a decisive factor on the purchasing choices. According to tasting panel results: experts gave consistent answers preferring organic olive oil, semi-experts are positively influenced by the PDO brand contrary to what they claimed; non-experts would buy EVOO, although they are positively influenced by the PDO brand and negatively by the organic certification.Practical implicationsOnly knowledge and experience can aid consumers make consistent and aware choices. Information campaigns could help them to distinguish products, correctly identify food attributes and overcome their scepticism towards quality of organic products.Originality/valueFew works investigated the impact of quality and sustainability labelling on perception of olive oils, valuing the consistency between answers provided before and after sensory assessments.

scholarly journals Traceability of “Tuscan PGI” Extra Virgin Olive Oils by 1H NMR Metabolic Profiles Collection and Analysis

Metabolites ◽  
2018 ◽  
Vol 8 (4) ◽  
pp. 60 ◽  
Author(s):  
Chiara Roberta Girelli ◽  
Laura Del Coco ◽  
Samanta Zelasco ◽  
Amelia Salimonti ◽  
Francesca Luisa Conforti ◽  
...  
Keyword(s):  
Olive Oil ◽  
1H Nmr ◽  
Large Scale ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Added Value ◽  
Metabolic Profiles ◽  
The European Union ◽  
Virgin Olive Oils ◽  
Olive Oils

According to Coldiretti, Italy still continues to hold the European Quality record in extra virgin olive oils with origin designation and protected geographical indication (PDO and PGI). To date, 46 Italian brands are recognized by the European Union: 42 PDO and 4 PGI (Tuscan PGI, Calabria PGI; Tuscia PGI and PGI Sicily). Specific regulations, introduced for these quality marks, include the designation of both the geographical areas and the plant varieties contributing to the composition of the olive oil. However, the PDO and PGI assessment procedures are currently based essentially on farmer declarations. Tuscan PGI extra virgin olive oil is one of the best known Italian trademarks around the world. Tuscan PGI varietal platform is rather wide including 31 specific olive cultivars which should account for at least 95% of the product. On the other hand, while the characteristics of other popular Italian extra virgin olive oils (EVOOs) cultivars from specific geographical areas have been extensively studied (such as those of Coratina based blends from Apulia), little is still known about Tuscan PGI EVOO constituents. In this work, we performed, for the first time, a large-scale analysis of Tuscan PGI monocultivar olive oils by 1H NMR spectroscopy and multivariate statistical analyses (MVA). After genetic characterization of 217 leaf samples from 24 selected geographical areas, distributed all over the Tuscany, a number of 202 micro-milled oil samples including 10 PGI cultivars, was studied. The results of the present work confirmed the need of monocultivar genetically certified EVOO samples for the construction of 1H-NMR-metabolic profiles databases suitable for cultivar and/or geographical origin assessment. Such specific PGI EVOOs databases could be profitably used to justify the high added value of the product and the sustainability of the related supply chain.

scholarly journals The EFSA Health Claim on Olive Oil Polyphenols: Acid Hydrolysis Validation and Total Hydroxytyrosol and Tyrosol Determination in Italian Virgin Olive Oils

Molecules ◽  
2019 ◽  
Vol 24 (11) ◽  
pp. 2179 ◽  
Author(s):  
Maria Bellumori ◽  
Lorenzo Cecchi ◽  
Marzia Innocenti ◽  
Maria Lisa Clodoveo ◽  
Filomena Corbo ◽  
...  
Keyword(s):  
Olive Oil ◽  
Accurate Determination ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Health Claims ◽  
Official Method ◽  
Virgin Olive Oils ◽  
Corrective Factor ◽  
Before And After

The health claims of olive oil represent an important marketing lever in raising the willingness to pay for a product, but world producers of extra virgin olive oil (EVOO) do not take advantage of it because there are still obstacles to their use. Among these, one issue is the lack of an official method for determination of all free and linked forms derived from secoiridoidic structures of hydroxytyrosol and tyrosol. In this study, different acidic hydrolytic procedures for analyzing the linked forms were tested. The best method was validated and then applied to more than 100 EVOOs. The content of oleuropein and ligstroside derivatives in EVOOs was indirectly evaluated comparing the amount of phenols before and after hydrolysis. After acidic hydrolysis, a high content of total tyrosol was found in most of the EVOOs. The use of a suitable corrective factor for the evaluation of hydroxytyrosol allows an accurate determination only using pure tyrosol as a standard. Further knowledge on the concentration of total hydroxytyrosol will assist in forecasting the resistance of oils against aging, its antioxidant potential and to better control its quality over time.

scholarly journals Effect of packaging characteristics on the consumer decision-making process of extra virgin olive oils

2021 ◽  
Vol 2 (3) ◽  
pp. 4591-4608
Author(s):  
Bruna Guedes De Melo ◽  
Mariana Borges de Lima Dutra ◽  
Natali Alcântara Brandão
Keyword(s):  
Olive Oil ◽  
Purchase Intention ◽  
Virgin Olive Oil ◽  
Extra Virgin Olive Oil ◽  
Consumer Decision Making ◽  
Distributed Information ◽  
Focus Group Research ◽  
Olive Oils ◽  
Correct Definition ◽  
Visual Characteristics

ABSTRACT The present study evaluated the effect of visual characteristics of six packages of extra virgin olive oil using the focus group research method. The samples were evaluated by 24 consumers in three sessions, with the presence of a moderator who made the questions, and an assistant who recorded the information discussed. The results showed that the package material, color variety, design, and clear and distributed information were the visual characteristics that most influenced the purchase intention of olive oils. Moreover, it is also concluded that consumers do not know the correct definition of extra virgin olive oil and acidity index, thus it is necessary to improve the interactions between consumers and products to provide a better understanding of food labels.   RESUMEN El presente estudio evaluó el efecto de las características visuales de seis envases de aceite de oliva virgen extra mediante el método de investigación de grupo focal. Las muestras fueron evaluadas por 24 consumidores en tres sesiones, con la presencia de un moderador que realizó las preguntas, y un asistente que registró la información discutida. Los resultados mostraron que el material del envase, la variedad de colores, el diseño y la información clara y distribuida fueron las características visuales que más influyeron en la intención de compra de los aceites de oliva. Además, también se concluye que los consumidores desconocen la definición correcta de aceite de oliva virgen extra y de índice de acidez, por lo que es necesario mejorar las interacciones entre los consumidores y los productos para proporcionar una mejor comprensión de las etiquetas de los alimentos.

scholarly journals Nitrogen Headspace Improves the Extra Virgin Olive Oil Shelf-Life, Preserving Its Functional Properties

Antioxidants ◽  
2019 ◽  
Vol 8 (9) ◽  
pp. 331 ◽  
Author(s):  
Antonella Smeriglio ◽  
Giovanni Toscano ◽  
Marcella Denaro ◽  
Clara De Francesco ◽  
Simona Agozzino ◽  
...  
Keyword(s):  
Shelf Life ◽  
Olive Oil ◽  
Functional Properties ◽  
Virgin Olive Oil ◽  
Bioactive Compound ◽  
Extra Virgin Olive Oil ◽  
Milling Process ◽  
Health Claims ◽  
Antioxidant Power ◽  
New Research

The functional foods field has recently evolved due to new research being carried out in the food area and greater regulations; these factors have contributed to the creation of health claims, and to the increasing attention that consumers give to health-promoting food products. The aim of this research was to improve the shelf-life of a typical functional food of the Mediterranean diet, the Extra Virgin Olive Oil (EVOO). We focused our attention on the standardization and validation of a production process, starting from the cultivation and harvesting of the olives, which would guarantee a product of quality in terms of bioactive compound content. Furthermore, a methodology/procedure to preserve them in the best way over a long period of time, in order to guarantee the consumer receives a product that retains its functional and organoleptic native properties, was evaluated. The monitoring of biological cultivations, harvesting, milling process, and storage, as well as careful quality control of the analytical parameters (e.g., contents of polyphenols, α-tocopherol, fatty acids, acidity, peroxides, dienes, trienes, ΔK, and antioxidant power) showed that, under the same conditions, a nitrogen headspace is a discriminating factor for the maintenance of the functional properties of EVOO.

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