Table of Contents
Issues in the Market
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- Key themes
- Definition
Future Opportunities
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- Encouraging experimentation
- Beauty from the inside out
- Customised oils for children
Market in Brief
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- A constant flow of sales
- A sustained healthy eating agenda
- Combating obesity
- Brands focus on price promotions
- Penetration dips
Internal Market Environment
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- Key points
- Healthy eating
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- Figure 1: Agreement with lifestyle statements about diet and health, 2004-08
- Live a longer, healthier life
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- Figure 2: Popularity of Mediterranean-style cuisine, 2004-08
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- Figure 3: Popularity of Mediterranean-style cuisine, by age, socio-economic group and region, 2008
- Return of the cook
- The rise of biofuels and global demand
- Get your fats right
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- Figure 4: Consumer avoidance of fats, 2004-08
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- Figure 5: Average UK energy intake from fat, per person per day, 2004/05-2007
- Regulating quality
Broader Market Environment
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- Key points
- ABs set to grow
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- Figure 6: Changes in socio-economic status, 2004-09 and 2009-14
- Battling with childhood obesity
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- Figure 7: Overweight and obesity prevalence among children in England, 1995-2006
- Obesity still a weighing issue for adults
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- Figure 8: Projection of obesity prevalence among adults in England, by gender, 2003-50
- Changes in personal disposable income
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- Figure 9: Trends in PDI and consumer expenditure, 2004-14
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Oils have larger consumer base than the competition
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- Figure 10: Penetration of competing products to edible oils, 2008
- Value sales are highest for butter and spreads
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- Figure 11: UK retail value sales of competing products to edible oils, 2007-09
- Cooking techniques
Who’s Innovating?
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- Key points
- Branded products lead launches
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- Figure 12: New product activity in edible oils, own-label vs branded, 2006-09*
- A premium product
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- Figure 13: Top product claims for edible oil launches – UK, January 2006-June 2009
- Organic oils
- Product format
Market Size and Forecast
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- Key points
- Commodity price increases
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- Figure 14: UK retail value sales of edible oils, 2004-14
- Sunflower oil loses out to vegetable oil
- Olive oil still a favoured alternative
- Liquid oils make their mark
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- Figure 15: UK retail value sales of edible oils, by type, 2007-09
- Own-label beats branded products on price
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- Figure 16: Price positioning of edible oils, 2009
- The future of the market
Segment Performance
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- Key points
- Liquid oils
- Volume sales remain steady
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- Figure 17: UK retail value sales of liquid oil, 2004-14
- Vegetable gathers pace on olive oil in 2009
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- Figure 18: UK retail value sales of liquid oil, by type, 2007-09
- Olive oil sales defy price increases
- Specialty oils see growth rates slow down
- New excitement for cold-pressed rapeseed oil
- What now for organics?
- Solid oils and cooking fats
- Sales slip away
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- Figure 19: UK retail value sales of solid oils and cooking fats, 2004-14
- Figure 20: UK retail value sales of solid oil, by type, 2007-09
- Factors used in the forecast
Market Share
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- Key points
- Princes strengthens its market position
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- Figure 21: UK retail value sales of standard oils, by brand, 2007-09
- Filippo Berio still the leading olive oil brand
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- Figure 22: UK retail value sales of olive oil, by brand, 2007-09
- Speciality oils made up of niche brands
Companies and Products
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- Figure 23: Leading companies in the edible oils market and their brands*, 2009
- Aarhus United UK
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- Figure 24: AAK UK product and brand range, 2009
- Carapelli
- Societa per Azione Lucchese Oli e Vini (Filippo Berio)
- MH Foods
- Princes
- Pura Foods
- Leathams
- RH Amar
- Unilever
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Brand Communication and Promotion
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- Key points
- Restricted adspend may limit brand potential
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- Figure 25: Main monitored media advertising expenditure on edible oils, 2005-09*
- Press the leading medium used
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- Figure 26: Main monitored media advertising expenditure on edible oils, by medium, 2005-09*
- Filippo Berio is the best-supported brand
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- Figure 27: Main monitored media expenditure on edible oils, by top ten manufacturers, 2005-09*
- Reaffirming their position
Channels to Market
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- Key points
- Grocery multiples a dominant force in the market
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- Figure 28: UK retail sales of edible oils, by outlet type, 2007-09
- Discount retailers’ olive oil comes tops in blind test
- Waitrose a key olive oil retailer
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- Figure 29: Index of consumer purchase of olive and extra virgin oil, by supermarket used for main grocery shop, March 2009
- Leading food retailers’ market shares of all food sales
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- Figure 30: Leading UK food retailers’ market shares of all food sales**, 2008/09
The Consumer – Usage of Edible Oils
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- Key points
- Penetration high, but usage falls
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- Figure 31: Frequency of using oils for cooking and in salads, 2004-08
- Larger households are heavy users
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- Figure 32: Usage of oils for cooking and in salads, by key demographics, 2008
- Olive oil slides up
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- Figure 33: Trends in usage of oils, by type, 2004-08
The Consumer – Types of Oils Used and Attitudes
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- Key points
- Olive oil – most popular edible oil
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- Figure 34: Cooking oils/salad oils bought to use at home in the last 12 months, March 2009
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- Figure 35: Use of virgin/extra virgin oil vs. standard olive oil, by age, socio-economic group and household size, March 2009
- Vegetable oil and sunflower oil used by half of all consumers
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- Figure 36: Use of vegetable oil vs. sunflower oil, by age, socio-economic group and household size, March 2009
- Specialty oils mark their position
- Broadening consumers’ repertoires
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- Figure 37: Repertoire of cooking oils/salad oils bought to use at home in the last 12 months, March 2009
- Multipurpose oil uses
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- Figure 38: Reasons for using cooking oils/salad oils, by type of oil used, March 2009
- Own-label wins out, thanks to lower prices
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- Figure 39: Attitudes towards buying cooking oils/salad oils, March 2009
The Consumer – Target Groups for Edible Oils
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- Key points
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- Figure 40: Consumer target groups for edible oils, March 2009
- Own-label Value Seekers
- Branded Loyalists
- Own-label Oil Reducers
- Healthy Oils
Appendix
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- Abbreviations
Appendix – Internal Market Environment
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- Figure 41: Agreement with lifestyle statements about diet and health, by demographics, 2008
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Appendix – Competitive Context
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- Figure 42: Competing products and their usage, by demographics, 2008
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Appendix – Who’s Innovating?
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- Figure 43: Total number of sauce and seasoning launches – UK, January 2006-June 2009
- Figure 44: Own-label edible oil launches – UK, January 2006-June 2009
- Figure 45: Private brand launches of edible oils – UK, January 2006-June 2009
- Figure 46: New product launches, by type in select European countries, January 2006-June 2009
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Appendix – The Consumer – Usage of Edible Oils
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- Figure 47: Frequency and usage of oils for cooking and salads, by demographics, 2008
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Appendix – The Consumer – Types of Oils Used and Attitudes
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- Figure 48: Cooking oils/salad oils bought to use at home in the last 12 months, by demographics, March 2009
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- Figure 49: Net of olive oils bought to use at home in the last 12 months, by demographics, March 2009
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- Figure 50: Cooking oils/salad oils bought to use at home in the last 12 months, by demographics, March 2009
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- Figure 51: Repertoire of cooking oils/salad oils bought to use at home in the last 12 months, by type of cooking oils/salad oils bought, March 2009
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- Figure 52: Repertoire of cooking oils/salad oils bought to use at home in the last 12 months, by demographics, March 2009
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- Figure 53: What cooking oils/salad oils are used, by demographics, March 2009
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- Figure 54: Cooking oils/salad oils bought to use at home in the last 12 months, by purposes of using cooking oils/salad oils, March 2009
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- Figure 55: Cooking oils/salad oils bought to use at home in the last 12 months, by purposes of using cooking oils/salad oils, March 2009
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- Figure 56: Repertoire of what cooking oils/salad oils are used for, March 2009
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- Figure 57: Repertoire of what cooking oils/salad oils are used for, by demographics, March 2009
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- Figure 58: Attitudes towards buying cooking oils/salad oils, by demographics, March 2009
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- Figure 59: Attitudes towards buying cooking oils/salad oils, by demographics, March 2009
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Appendix –The Consumer – Target Groups for Edible Oils
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- Figure 60: Target groups, by demographics, March 2009
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- Figure 61: Attitudes towards buying cooking oils/salad oils, by target groups, March 2009
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- Figure 62: Cooking oils/salad oils bought to use at home in the last 12 months, by target groups, March 2009
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- Figure 63: Repertoire of cooking oils/salad oils bought to use at home in the last 12 months, by target groups, March 2009
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- Figure 64: Purposes for using cooking oils/salad oils, by target groups, March 2009
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- Figure 65: Repertoire of purposes for using cooking oils/salad oils, by target groups, March 2009
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