Knowledge, beliefs, habits and attitudes of California consumers regarding extra virgin olive oil

- US consumers know that olive oil has health benefits, but not the specifics.
- Focus groups and surveys can be combined to study consumer behavior.
- US consumer attitudes show potential for growth in consumption of domestic olive oil.

A combination of qualitative and quantitative methods was used to gain an understanding of the relevant factors affecting purchase and consumption behavior for olive oil among American consumers living in Northern California. First, focus groups were conducted, which included a series of scripted questions, a free word association projective technique, and an informed tasting session. Second, survey questionnaires were designed based on the focus group findings, and administered with a group of US consumers to validate and further explore the qualitative findings. The diverse consumer experiences with olive oil resulted in differences in existing perceptions regarding what constitutes an extra virgin olive oil, and determined how the combination of uncovered factors influenced purchase and usage. Even though most consumers felt olive oil was a 'healthy' food, most were unaware of the bioactive components of olive oil or of their specific health benefits. The survey showed that opportunities exist to create different types of olive oil products for consumers with different purchase and consumption habits, experiences and needs, and that educational efforts to promote better understanding of olive oil and its 'extra virgin' version, and their health benefits are warranted.