Project Popeye Olive Oil Usage Quantitative Report Rigas Harbilas Oct 2016

Project Popeye Olive Oil usage Quantitative Report Rigas Harbilas Oct 2016 Project Popeye 1 We interviewed Sample profile.. N=518 Olive Oil P12M buyers using an online 25-35 36-45 46-55 55+ panel and a 10 min questionnaire FEMALE 51% 27% 29% 24% 21% MALE 49% No kids 18% Younger family 26% Older family 24% Empty Nest 14% Heavy 23% (every 2 weeks) Medium 23% (Monthly) Light 23% (5-6 times a year) Occasional 24% (1-3 time a year) Project Popeye 2 Correlation between childhood experience & adult usage The more we can get olive oil into households today, the more can be sold in the future The only type of oil we used 12% • 46% heavy users report frequent The main type of oil we used 21% consumption growing up Used frequently but not the main It appears that 45% of the 12% type sample did not grow up with • compared to 23% much olive oil usage Used occasionally but quite of light users 10% regularly 33% stated it was the primary oil Used every now & again / not 10% used in the household much As with most food related Used very rarely 14% matters, the imprint growing up matters Don't remember it being used at 21% all Base: Total sample n=518 Q2.2 To what extent did your family use olive oil growing up Project Popeye 3 Age and cultural background are important factors The older the consumer, the less likely they were to have % of people who grew up solely or mainly with grown up with Olive Oil olive oil • 48% of 25-35 year olds grew up with it • 11% of 55+ grew up with it & 60% said it wasn’t used Total 33% at all or rarely 25-35 yrs 48% Younger OO consumers are slighter heavier buyers than older counterparts 55+ yrs 11% Those buying at least once a month Anglo 26% • 53% of 25-35’s • 39% of 55+ North Europe (N=40) 51% South Europe (N=38) 68% The future looks rosy for OO consumption in Australia – younger consumers are more likely to have it in the East Europe (N=32) 35% house and use it frequently which suggests future usage will also be higher Middle Eastern (N=15) 64% It is very likely that OO penetration will keep rising and Chinese (N=24) 42% become close to a HH staple in Australia Base: Total sample n=518 Project Popeye 4 Not too many are sure they know the difference It is healthier to cook with extra virgin olive oil 3% 17% 54% 25% I understand the difference between olive oil and 8% 20% 53% 19% extra virgin olive oil I understand what the term 'Extra Virgin' means 11% 18% 52% 19% when referring to olive oil • Consumers think they know the I can tell the difference between a better quality difference but only a small 8% 32% 42% 17% minority claim to be sure and lesser quality of Extra Virgin Olive Oil • Only 19% are sure they know I know what to look for on a bottle of Extra Virgin Olive oil to ensure that it meets the Australian 17% 34% 36% 13% what Extra Virgin means standards • Only 17% are sure they can tell I am aware that in Australia there is a voluntary code and certification for meeting the standards of 18% 31% 37% 13% the difference in quality Extra Virgin Olive oil • Only 13% are sure they know of I know the difference in health benefits between 10% 29% 48% 13% the health benefits Olive Oil and Extra Virgin Olive Oil • 40% believe they are interchangeable All Extra Virgin Olive Oils are almost the same 13% 45% 36% 6% Strongly disagree Disagree somewhat Agree Somewhat Strongly agree Base: Total sample n=518 Mean* (where 1 is disagree completely, 4 is agree completely) Q4.2 – to what extent do you agree and disagree with the statements Project Popeye 5 Heavy buyers and older claim more knowledge…. 37% It is healthier to cook with extra virgin olive oil 25% I understand the difference between OO and EVOO I know what to look for on a bottle of Extra Virgin 25% 56+ 21% Olive oil to ensure that it meets the Australian standards 13% 46-55 25% 36-45 14% I am aware that in Australia there is a voluntary 24% code and certification for meeting the standards of 25-25 18% Extra Virgin Olive oil 13% Total 19% Heavy buyers Total Base: Total sample n=518 Those who strongly agree with these statements Project Popeye 6 Younger know less than they thought What is EVOO? First press of the olives 20% Healthier /better for you/ extra… 11% More pure/natural 10% First Press Only 20% can identify it as first press with only 4% of 25-35 yrs 4% Stronger/ richer/ better flavour 8% 36-45 yrs 17% younger buyers identifying this element 46-55 yrs 28% • The correlation is with age rather than frequency of Better quality 7% 55+ yrs purchase (heavier buyers don’t know any more than 37% Uses younger/less ripe olives 7% anyone else) Healthier Cold pressed/not heat processed 7% 25-35 yrs 19% 36-45 yrs 5% It is clear that younger groups are buying it due to health 46-55 yrs 8% Less processed perceptions rather than knowing technically what it is 8% 55+ yrs 14% More refined/filtered 5% More Pure The technical description is more an accreditation issue It's about the way it has been made… 5% 55+ 13% rather than a marketing issue (twice as likely as the younger Light/Lighter in taste 4% samples) The consumer benefits of first press are: Fewer additives 3% Not sure/don’t know 25-35+ 14% • more pure Do not know/unsure 9% (twice as likely as the older) • healthier • better quality product 0% 5% 10% 15% 20% 25% • better tasting (perhaps) Base: Total sample n=518 Q4.1 – in your own words describe what you feel Extra Virgin Olive Oil is Project Popeye 7 Uses of various Oils Deep frying is a weaker area of use for Olive Oil Other frying Oven baked Stove top Cold on Salad Baking Deep frying (stir frying) meals cooking salads or dressing cakes veges etc. However EVOO is used extensively for almost all Canola Oil 29% 18% 16% 9% 2% 3% 14% other uses Vegetable Oil 29% 24% 15% 12% 4% 4% 23% 46-55 yr old demographic Olive Oil 12% 29% 32% 34% 22% 22% 15% seem slightly more likely to Extra Virgin Olive use EVOO for more 10% 43% 44% 55% 60% 63% 22% Oil purposes (possibly from Sunflower Oil 11% 9% 5% 5% 4% 4% 8% more cooking due to family demographic) Coconut Oil 3% 9% 5% 4% 4% 5% 10% Rice Bran Oil 7% 8% 4% 4% 1% 2% 3% Only just over half the sample use EVOO for N/A 30% 3% 9% 8% 17% 14% 30% cooking Base: Total sample n=518 Q2.3 – which of the types of oil do you commonly use for each purpose Project Popeye 8 Awareness of usage still an issue Opportunity for a cheaper olive oil It's too expensive to use for cooking 27 ‘cooking blend’ • Olive Oil Blend specifically designed for cooking and deep frying – healthier way to cook perhaps? I prefer other oils to cook with 27 Lack of awareness • There are still 1/3rd of the olive oil Just never occurred to me 17 buyers who didn’t think to cook with EVOO. I didn't know you could use it for • So even amongst the current users – 16 cooking they can be prompted to use more olive oil Don't like the taste of it when using it 6 for cooking 0 5 10 15 20 25 30 Base: Non-user of EVOO for cooking N=96 Q2.4 – reasons for not cooking with EVOO Project Popeye 9 Aussie wins the day – similar to the Aussie wine story 100% 10% 90% 31% 28% 80% 43% 32% 70% 60% Rarely/Never 34% 40% 50% Sometimes 40% Most of the time 35% 36% Indicates that local Provenance is the 30% All The time most important driver for the local olive 23% oil buying population 20% 23% 10% 22% 14% Given that Olive Oil is European and not 11% 8% traditionally an Australian product, the 0% 4% embracing of local produce as better Australian Olive Australian EVOO European Olive European EVOO quality, healthier and better tasting is Oil Oil significant Of course it is all perception based on % ranked first Best Quality Healthiest Best Tasting Versatile the idea that Australian EVOO is better Australian EVOO 56% 48% 51% 36% European EVOO 23% 19% 22% 12% Base: Total sample n=518 Project Popeye 10 Q3.1 – relative frequency of purchase & Q5.1 – rank each oil according to…. Size preference often based on practicality Pantry size is the top reason why smaller bottles are preferred – not low usage Tins are cheaper (per litre) but cost more to buy 1 Litre 48% Don't have the space for larger tins 42% The larger sizes cost too much in one go 30% 2 Litre Bottle 17% Just don't use enough to buy larger sizes 20% If I buy too much it goes off/stays fresher 7% I/We use and need a lot of olive oil 14% 3-4 Litre Tin 24% Don't have the space for larger tins 35% The larger sizes cost too much in one go 24% Just don't use enough to buy larger sizes 36% If I buy too much it goes off/stays fresher 20% None 10% I/We use and need a lot of olive oil 65% It’s cheaper 26% 0% 10% 20% 30% 40% 50% 60% Base: Total sample n=518 Project Popeye 11 Q.3.2 – do you have a size preference when buying EVOO? Total diversity of perception Paradoxically those who buy oil the least often know the least about spoilage • (43% said had no idea) Was not aware it expired 16% Indicates a lot of guessing No idea how long 15% About 30% of consumers don’t have any clue about spoilage Within a month 8% Another 40% think it can be kept up to a year or longer 3-6 months 20% It seems that oil is one of those products where very little spoilage is actually experienced (unlike 6-12 Months 25% dairy products) – it is consumed and bought too frequently More than a year 16% Perhaps there are not obvious product markers to indicate spoilage to the consumer 0% 5% 10% 15% 20% 25% 30% Base: Total sample n=518 Project Popeye 12 Q.3.4 – do you know how long after opening you should use EVOO? Reasons for buying – some brand ‘loyalty’? It was on special/on If 40% of consumers believe that EVOO 52% sale are all pretty similar, then is stands to reason

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