What do Brazilian consumers know about olive oil, how do they consume it, and what factors influence their choice?
DOI:
https://doi.org/10.5327/fst.539Palavras-chave:
extra virgin olive oil, consumer behavior, consumer preference, sensory qualityResumo
Although olive oil consumption in Brazil has increased, there is a lack of information about consumption patterns and consumer perceptions of olive oil quality. This is a quantitative study, with an exploratory, descriptive, and cross-sectional design about consumption habits, factors that determine the choice, and olive oil quality perception of Brazilian consumers. A total of 2,113 participants responded to the survey. Most of them (54.2%; 95%confidence interval [CI] 52.0–56.4) consume olive oil on a daily basis. Most important criteria of purchase are expiration date (80.5%; 95%CI 78.7–82.2). For 51.8% (95%CI 49.6–54.0) of the participants, aroma and flavor are the most important attributes with respect to quality perception. Most participants (61.8%; 95%CI 59.6–64.0) would buy more olive oil if it were cheaper. Participants preferably use olive oil in salads (93.3%; 95%CI 92.1–94.3). Health and taste are the greatest motivations for purchase (84.8%; 95%CI 83.1–86.3) and 68.7% (95%CI 66.6–70.8) of the responses, respectively. For 50.2% (95%CI 48.0–52.4) of the participants, the ideal olive oil is sweet and soft. The main reasons of those who do not usually buy olive oil were lack of habit (61.1%; 95%CI 53.4–68.2) and price (50.0%; 95%CI 42.3–57.6).
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