Analisi del mercato spagnolo dell'olio di oliva e delle possibili innovazioni di prodotto. Caso studio di un olio extra vergine di oliva fortificato con licopene

The aim of this study is to understand the general views and the appreciation that consumers have towards the innovative aspects applicable to the olive oil sector. The assumption is that olive oil can take the leading role in the trend of healthy foods due to its unique nutritional and organoleptic characteristics. The olive oil market is expanding worldwide. This phenomenon is characterized by a slow but continuous growth in demand. In recent years it has also affected new markets that import large volumes of olive oil from Spain. The research was carried out in two Spanish cities - Leon and Madrid. The first phase of the study deals with the current level of product differentiation in the Spanish market through a hedonic analysis of retail prices and with the aim to identify the added-value attributes that contribute to the formation of the price in Spanish references. During the second phase of the study, after having observed a low level of differentiation of shelf products, the focus shifted to the exploration of the consumers' response to a fortified olive oil with lycopene, which is already in the Spanish market, through a qualitative survey by means of four focus groups. The results of study provide interesting insights on consumer acceptance of possible product innovation in the market of olive oils in Spain. In fact, most consumers (especially elder consumers) are not really aware of the qualities attributable to the different types of olive oil and they show little interest toward innovations affecting organoleptic and health characteristics of olive oils. Further, the willingness to buy a more expensive, fortified, red-coloured olive oil is rather low. In the light of these findings, in the future a greater commitment by the entire production chain is essential. It is necessary to disseminate correct and authoritative information on the characteristics of olive oil in order for the consumer to choose a product with excellent qualities.