Most consumers do not like bitterness in their extra virgin olive oil (EVOO), and they perceive the intensity of that taste much more than experts do, according to a new study.
The preference for a non-bitter taste profile has a large impact on how buyers choose an EVOO.
The study, conducted by a team of researchers from the University of Naples and published in the International Journal on Food System Dynamics, assessed the way in which these preferences affect EVOO sales. In a supermarket, consumers favor oils leaning toward a neutral or sweet note.
Researchers compared the score that experts and consumers assigned to the bitterness of eight of the most popular EVOOs. While previous studies hinted at a general preference towards neutral-tasting olive oils, the new research also analyzed the way in which consumers actually perceive and evaluate bitterness.
The study found that bitterness in EVOO leads to a negative perception of the product itself among consumers. While bitterness is characteristic of true and fresh extra virgin olive oil, not a single consumer in the study showed a preference for bitter-tasting samples.
“Consumers systematically tend to overestimate the perception of bitterness compared to experts,” the researchers wrote.
The study underlined that consumers’ choices depend on several well-known factors, such as the EVOO brand or the price per bottle.
Customers can make quick decisions when they find a familiar, trusted brand on the shelf, but when they don’t find their preferred brand, they look for product attributes that do not always indicate quality, such as the location of the producer.
“The most preferred oil attributes were taste, Italian origin and the organic production method,” the study noted
The preference for non-bitter EVOO creates a burden on the perceived value in the amount of $1.27 per liter, the study found. This “bitterness negative value” is one of the criteria consumers use to make their final selection.
While consumers tend to prefer neutral-tasting olive oils, many attribute a special quality to sweet-tasting oils.
The study was conducted on a sample of 196 people. On average, the participants were under 40 years of age, members of four-person families, and had completed higher education. Their households consumed 3.4 liters of extra virgin olive oil per month and they answered researchers’ questions after buying at least one bottle of EVOO.
The research team noted that further studies should be conducted on larger and more representative samples of the population.
An industry member suggested that the study showed that consumers need to be educated about olive oil.
“Bitterness is a known sign of the presence of phenolic compounds in extra virgin olive oil,” an Italian farmer and olive grower, Angelo DalCima, told Olive Oil Times. “You do not want it to play a dominating role in your EVOO, but when you get the first taste of your newly produced oil, you are happy to feel that bitter note that reminds you of the fresh olive. It is reassuring,”
“I think we should do more to let consumers know more facts about our EVOOs.”
Related Articles
Jan. 29, 2024
Production in Spain Expected to Fall Short of Initial Estimates
Production estimates range from 680,000 to 755,000 tons for the 2023/24 crop year, below expectations at the start of the harvest.
Oct. 11, 2023
Researchers Identify Olive Genes Associated with Fruit Weight
The findings could help growers select the most productive olive varieties. Next, they plan to look for genes associated with polyphenol production.
Nov. 20, 2023
Olive Oil Sales Slump in Spain and Italy Amid Rising Prices
Consumers are switching to smaller bottles of extra virgin olive oil and, in some cases, choosing lower grades.
Sep. 25, 2023
Olive Farmers in Puglia Face Catastrophic Harvest After Autumn Storms
The damage to the southern Italian region’s olive trees is expected to drive up prices in the short term and lower production in future harvests.
Feb. 13, 2024
Local Mils in France Are All the Rage
An ample harvest and high prices have led to a surge in activity and investments in community mills.
Sep. 7, 2023
Better Soil Management Can Save Mediterranean Olive Groves
It feels like climate change has arrived, and the olive oil industry might be first in the firing line. Luckily, we already know what to do.
Jun. 12, 2023
Tracking the Rise of Olive Oil in Japan
The rising quantity and quality of olive oil production in Japan presents opportunities for local farmers as well as European exporters.
Feb. 7, 2024
Acesur CEO Highlights Andalusia's Key Role in Sector's Future
Gonzalo Guillén believes production capacity is the limiting factor to increase olive oil consumption and Andalusia remains best positioned to expand the market.