Almost two-thirds (65%) of Irish consumers typically buy olive oil for home cooking, according to the latest Consumer Insights survey by Empathy Research.
Of 1,127 participants, female shoppers are most likely (70%) to choose olive oil above other oil, when compared to their male counterparts (60%). However, almost half (49%) of respondents with children typically buy sunflower oil as a preference which is noticeably higher than those without children (41%).
Meanwhile, 21% of Irish consumers generally buy alternative oils such as rapeseed (14%), sesame seed oil (11%) and coconut oil (6%). Overall, buying alternative cooking oils is driven by women shoppers (25%), with just 15% of men opting for them. Equally, people without children (25%) are more likely to buy alternative oils than those with kids (15%).
When asked how likely they would be to try alternative oils, 72% of edible oil purchasers said they would be 'likely' or 'very likely' to consider trying an alternative cooking/eating oil. Interestingly more women (78%) than men (66%) said they would be willing to try alternative oils.
By age, those aged under 35 years also appear more likely to consider alternative oils, with 59% of 18-24 year olds and 42% of 25-34 year olds saying that they would be 'very likely' to try oils such as rapeseed, grapeseed, coconut, etc. compared to 36% of 35-44 year olds, 36% of 45-54 year olds and 37% of 55+ year olds.
Furthermore, 43% of survey participants without children said that they would be 'very likely' to consider trying an alternative oil, which is significantly higher than those with children (36%).
When participants were asked what factors would influence them to try alternative oils, 44% said health benefits were the most influential aspects to switching oil type. This was again more prominent among female consumers (51% vs 37% males) and those without children (49% vs. 36% with children).
Price was the next biggest factor impacting the likelihood of switching to alternative oils, with 35% saying this would influence them to consider a change. Significantly more men (41% vs. 31% women) and those with children (43% vs. 30% without children) said that price would impact their choice of alternative oil. Additionally, a further 11% said they would try an alternative oil if it offered better quality.
Finally, the survey asked where participants normally buy their oils from and the majority do so from supermarkets (68%) or discounters such as Aldi or Lidl (29%). While 2% of Irish consumers purchase cooking/eating oils from health food shops. This was driven by women (3%) and less likely among men.
Click here for more information from Empathy Research.
© 2014 - Checkout Magazine by Genna Patterson
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