CommentaryAre health claims a useful tool to segment the category of extra-virgin olive oil? Threats and opportunities for the Italian olive oil supply chain

•The international olive oil market is characterized by increasing competition.•The trade category “extra virgin olive oil” (EVOO) comprises products with different health properties.•Health claims can represent a tool to segment the EVOO market.•A claim based on the polyphenol content of olive oil could be effective for market segmentation.•Italian EVOO producers should combine their efforts to increase the supply of “health” products.

The Italian olive oil supply chain is experiencing great economic difficulties competing in the world markets. The current market scenario is characterized by increasing levels of competition based on cost reductions. Starting from the insights on the Italian olive oil supply chain, this article discuss the possibility of adopting health claims as an effective tool to segment the broad trade category of extra virgin olive oil. We conclude that including a label with the health claim based on olive oil polyphenols content would be useful to effectively signal both the “highest quality” and the “healthiest” Italian extra virgin olive oils.

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