INNOVOIL “Implementation of an innovative protocol for the valorisation of extra virgin olive oil” REGIONAL UNIT OF THESPROTIA (P6) MARKET RESEARCH STATISTICAL ANALYSIS April 2014 European Territorial Cooperation programme Greece - Italy 2007-2013 Table of contents MARKET RESEARCH DELIVERABLE CONTENTS .................................................................. 4 1 REGIONAL INNOVATION PERFORMANCE AND POTENTIAL ................................................. 6 2 Olive Oil Quality Determination criteria and results ...................................................... 11 2.1 Quality Criteria ...................................................................................................... 11 2.2 Classification of the results ................................................................................... 16 3 Market research analysis survey .................................................................................. 17 3.1 Survey analysis overview ...................................................................................... 17 3.2 Sampled Population size....................................................................................... 18 3.3 Random simple samples ....................................................................................... 19 3.4 Sampling planning and implementation stages ..................................................... 19 3.5 Simplifications and modifications performed ......................................................... 21 1 Personal/Demographic details................................................................................ 22 1.1 Area of Residence ................................................................................................ 22 1.2 Age Distribution of Participants ............................................................................. 24 1.3 Gender distribution of the sampled participants .................................................... 25 1.4 Marital Status Distribution ..................................................................................... 26 1.5 Number of children per family ............................................................................... 27 2 Type of oil and/or fat usually utilized ................................................................... 28 3 Olive Oil Procurement frequency Distribution ..................................................... 29 4 Quality of Olive Oil procured distribution ............................................................. 32 5 Quantity of Olive Oil monthly consumed .............................................................. 33 6 Preferable Container Volumes ................................................................................ 34 7 Preferable material type of container ................................................................... 36 8 Procurement of organic products .......................................................................... 37 9 Determination of Olive Oil Choice factors ............................................................ 38 10 Product label reference ........................................................................................ 40 11 Most significant label information ...................................................................... 41 12 Packaging Significance for product procurement ............................................ 43 13 Most important packaging detail ........................................................................ 44 INNOVOIL Project. Territorial Cooperation Programme “Greece – Italy 2007 – 2014, Market Research Analysis. Regional Unit of Thesprotia (P6) Page 2 of 53 14 Significance of packaging vs price ..................................................................... 45 15 Best packaging material decision factors ......................................................... 46 15.1 Best packaging material for olive oil ...................................................................... 47 15.2 Color determination factors ................................................................................... 48 4 DERIVED CONCLUSIONS .......................................................................................... 50 INNOVOIL Project. Territorial Cooperation Programme “Greece – Italy 2007 – 2014, Market Research Analysis. Regional Unit of Thesprotia (P6) Page 3 of 53 MARKET RESEARCH DELIVERABLE CONTENTS Abstract In order to provide a brief spherical statistical background of the current profile of the Region of Epirus which is participating in the INNOVOIL project related with its performance and potential, as well as, in order to provide a brief analysis of the procedures necessary to be followed for the classification of the olive oil in one of the three commonly used categories i.e., extra virgin oil, virgin oil and lampante, this deliverable together with the market research analysis consisting the final part, has been duly arranged in the following three sections: Section 1: Regional Innovation Performance and potential. This brief report provides a short presentation of the Region of Epirus in terms of innovation performance and potential capabilities. Section 2: Olive Oil Classification criteria and procedures. Briefly describes the procedures, quality criteria and final results necessary to classify olive oil in one of the existing qualitative categories. This statistical analysis is regarded as a prerequisite, necessary for the understanding of the statistical results obtained through the market research analysis and the conclusions drawn. Section 3: Market research statistical analysis. This section consists of the Market research analysis and results, based on an approved common among the project partners questionnaire, related with the qualitative considerations and packaging criteria utilized for the procurement of extra virgin olive oil from the local market. INNOVOIL Project. Territorial Cooperation Programme “Greece – Italy 2007 – 2014, Market Research Analysis. Regional Unit of Thesprotia (P6) Page 4 of 53 INNOVOIL Project. Territorial Cooperation Programme “Greece – Italy 2007 – 2014, Market Research Analysis. Regional Unit of Thesprotia (P6) Page 5 of 53 SECTION 1 1 REGIONAL INNOVATION PERFORMANCE AND POTENTIAL Located in Northwest Greece, Epirus is a mountainous, sparsely populated (39.4 inh/km2) and relatively isolated region accounting for only 3% of the Greek population (336,650 inhabitants). The region has suffered from emigration and there are significant disparities between rural and urban areas. The regional capital, Ioannina, accounts for nearly a third of the population. Epirus is the poorest Greek region with a regional GDP per capita (in PPS)1 of €15,300 in 2009, 65% of the EU27 average, making. The region has been hard hit by the economic crisis: unemployment rose to 16.7% in 2011 up from 9.9% in 2008. The educational level is relatively low: only 23.3% of the population aged 25-64 have completed tertiary education (25.4% in Greece, 26.8% in EU27), although Epirus is ranked 4th out of the Greek regions. This is allied to a low and declining level of lifelong learning (but this is similar to the national trend) with only 2.5% of adults aged 25-64 participating in education and training (Greece 2.9%, EU27 9.4%). A 2007 technology foresight exercise (as part of an ERDF co-financed Regional Programme of Innovative Actions) identified a number of drivers for improving competitiveness: the major infrastructure projects (the Egnatia and Ionian Roads, Igoumenitsa port, expansion of the Ioannina University, the technology park, etc.) combined with emerging sectors such as eco-tourism, for which the region has a natural competitive advantage2, provide a basis for future development. Although traditionally a rural economy, the importance of the agricultural sector has declined to only 6.3% of regional GDP over the past decade, with a slight upturn between 2008 and 2009. While the rugged landscape makes agriculture difficult, sheep and goat herding are important and Epirus provides more than 45% of meat to the Greek market and is home to a number of 1 All data provided is sourced from Eurostat unless stated otherwise. 2 The flora in Epirus is one of the richest in Greece, due both to its diversity, and the presence of rare species. It also has the highest rainfall of all Greek regions and significant water resources. The mountainous area, dominated by the Pindus massive (a national park). The region hosts: 31 Natura 2000 protected areas and one Ramsar site, Wetlands of International Importance, the Amvrakikos Gulf. INNOVOIL Project. Territorial Cooperation Programme “Greece – Italy 2007 – 2014, Market Research Analysis. Regional Unit of Thesprotia (P6) Page 6 of 53 major dairy brands, producing feta and other regional cheese. However, the services sector dominates the economy, accounting for 74.3% of the regional GDP, while industry and construction account for 19.5%. The main regional services activities are transport, financial intermediation, tourism, health, education and trade (RIM 2012). The renewable energy sector, particularly wind and hydro-power, is growing in importance. The manufacturing sector is dominated by traditional industries with a majority of small family-run firms, with limited export capacity. The most dynamic regional industries are the dairy products and other food products industries that are vertically integrated. Based on 2005 data (most recent available) on research and development (R&D) expenditures,