Olive Oil Study (2018)

About the study

This study examines why consumption in Türkiye remains below the European average despite the country being a homeland of olive oil, and measures price perceptions and purchasing channels; it offers brands recommendations for increasing olive oil consumption. It was published in the July 2018 issue of Marketing Türkiye (a more comprehensive study on the same subject was conducted again in 2021).

Key findings

• 72% of consumers consider olive oil expensive; price is the main reason for low consumption.
• Producers and local sellers are the leading sources of olive oil purchases (24.4%), meaning unbranded products.

Methodology

Not disclosed in the web article.