This document summarizes research on olive oil consumption trends among young consumers in Spain. It finds that while olive oil usage remains high, young people are cooking less and spending less time in the kitchen. They prefer quick dishes like salads, meat and pasta over traditional dishes. It recommends Deoleo target young consumers through online video recipes and establish olive oil's health benefits for frying to influence purchasing habits.

1. Chen Yang Lim, Francisco Gustale, Kimberley Tuthill,
Lara Noujaim, Mirtta Wu, Panashe Masaka
P R E S E N T E D B Y
T H E N I E L S E N
R E S E A R C H C H A L L E N G E
T E A M D

2. T E A M D
01. INDUSTRY OVERVIEW
02. Executive Summary
03. Caveats
04. Consumer Feedback
05. Additional Insights
06. Recommendations
Presentation
Overview
Deoleo

3. D E O L E OT E A M D 3
01. INDUSTRY OVERVIEW
in spain
As olive oil sales have decreased (2011-2015),
sales of seed oils has increased.
2011 2012 2013 2014 2015
SEEDS
PURE OLIVE OIL
V + EV
39%
35%
25%
Age disparity: Although shoppers
over 50 yo represent 53% of Spanish
households, they make up 70.2% of
olive oil sales in 2015. Young shoppers
under 35 make up 14% of households
but represent only 5.6% of sales.

4. D E O L E OT E A M D 4
02. Executive
summary
The main barriers to cooking
for all ages are lack of
time and motivation, though
young people in particular
spend less time in the
kitchen, suggesting declining
determination and enthusiasm
for cooking at home.
High penetration of olive oil use was reported among
respondents of all ages.
Among young consumers under 35, family tradition
remains the most important influencer of cooking
behaviors, although there is a growing impact of the
Internet and cookbooks.
Compared with their parents and grandparents, young
people cook fewer fish and casserole dishes, opting instead
for time-saving dishes such as salads, meats, and pasta.

5. D E O L E OT E A M D 5
03. CAVEATS
I. Mixed collection method
Combination of online & face-to-face surveys
II. Skewed Sample
Age group is skewed towards interest:
Under 35 = 65%
35+ = 35%
Location surveyed is urban (Madrid)
III. Data is not weighted

6. D E O L E OT E A M D 6
04. Research
Findings
&
Consumer
Feedback
05. Additional Insights
06. recommendation

7. D E O L E OT E A M D 7
FAMILY TRADITION
IS KEY
Young consumers
estimate oil use
by habit
Cooking
influences
come from
family
Growing
trend in
cooking
influence
from internet
& cookbook
64%
14%
Under 35
35+
79%
I N S I G H T
COOKING Style & INFLUENCE

8. D E O L E OT E A M D 8
Healthy EATING IN THE
MIND OF YOUNG CONSUMERS
[Frying produces]
Too much
smoke, oil
splashes and
wastes oil too
”
“
Female
Respondent
18-24
”
“Balanced and
variety of food
... [more] grill,
steam or boil
Male
Respondent
25-34
Healthiness
of dish
94% 4%
48%41%
22%
Healthiness
of Oil
Fried food is
unhealthy
Prefer
fried food
Don’t like
fried food
I N S I G H T
HEALTH
Vs
Frying

9. D E O L E OT E A M D 9
For frying
In choosing oil when
cooking
For NOT frying
Quick and Easy
1 Flavour/taste
2 Healthiness
2.72
MEAN RANK
2.88
Not Healthy
Health is king but
taste takes the lead
Reasons and decision drivers
of olive oil consumers under 35

10. D E O L E OT E A M D 10
Grill
Oven/Bake
Light Fry
Saute
Stew
Boil
Deep Fry
84
67
41
78
53
58
27
GRILL MORE. FRY LESS.
CONSUMERS under 35
Percentage of techniques used
5
4
7
12
8
34
20 % Of Seed oils Present
in cooking techniques
Suitable for
High Temperature
SEED OIL OLIVE OIL
17% 7%Vs
Healthy
SEED OIL OLIVE OIL
8% 51%Vs
Rich In Nutrition
SEED OIL OLIVE OIL
7% 28%Vs
Perception of
seed oil vs olive oil

11. D E O L E OT E A M D 11
LACK OF TIME
AND MOTIVATION
50%
16%
“Don’t have the time”
“Not Motivated”Cooking is also seen as a chore -
willpower and motivation are the
driving factors when considering
whether or not to cook at home
B OTH AGE GROUPS
WHEN YOU
DON’T COOK
at HOME,
WHY?
Don’t know how to cook
It’s expensive
Don’t have the time
Not Motivated
Don’t have the ingredients
I prefer dining out
11 %
4 %
50 %
16 %
8 %
11 %

12. D E O L E OT E A M D 12
YOUNG CONSUMER SPEND
LESS TIME COOKING
86%
< 35 Spend less
than 30 mins
90%
35+ Spend at
least 30 mins
69
53
17
08
13
25
01
13
<20
MINS
20-40 40-60 >60
MINS
“My cooking habits are influenced
by my work schedule”
Male Respondent, 18-24
I N S I G H T

13. D E O L E OT E A M D 13
Salads, MEAT
and PASTA
Young consumers cook a lot less
fish and casserole dishes, stews are
also a trend in older consumers
FREQUENCY OF DISHES COOKED
76
72
74%
%
%
I N S I G H T

14. D E O L E OT E A M D 14
05. Additional
insights
06. recommendation

15. D E O L E OT E A M D 15
05. Additional
Insights
When young non-buyers eventually
become buyers, their olive oil
consumption may not increase as
previous generations due to the
increasing age of marriage and first
child in Spain*
.
*ec.europa.eu/eurostat/statistics-explained
Old consumers
62%
Percentage of respondents
without children
Young consumers
98%

16. D E O L E OT E A M D 16
06. recommendations

17. D E O L E OT E A M D 17
06. Recommendations
Internet of “Food”
Video Recipes
Rising influence of internet/blogs
and cooking books in young
consumers
Average view count*
21.9 million
VIEWS in JANUARY 2016**
6.97 billion
* tubularlabs.com/fb/buzzfeedtastyt
** www.reelseo.com/top-facebook-video-creators/
6 of Facebook’s top 10
most watched channels
are food related

18. D E O L E OT E A M D 18
Sponsored Content
• Piggybacking on successful channels
• “Guaranteed” audience
Brand Driven Content
• Recipes for infused oils
• Recipes under 20 minutes
• Salads, meat and pasta focused
• Tasty dishes with “a side of health”
supported with calorie and nutrition stats
Video Strategy 01
Video Strategy 02
06. Recommendations

19. D E O L E OT E A M D 19
06. Recommendations
Communicate
benefits
Fry Healthy
55% of young
consumers*
perceive light
olive oil
as healthy,
flavourful,
Nutritious
and versatile
Cross promote fried
dishes in restaurants
to amplify product
awareness
Extra Light Olive Oil
for Frying
*vs 26% in older consumers
Reduce misconception of
refined olive oil’s smoke
point by communicating
health benefits of olive oil
designed specifically for
high temperature cooking

20. D E O L E OT E A M D 20
GOODNESS in
purity
Clarity Outreach
25% of respondents
believed that “pure” olive
oil was better than extra
virgin olive oil
06. Recommendations
Pure Olive Oil

21. D E O L E OT E A M D 21
06. Recommendations
Share the taste
Flavours from España
+ Tasting set
Introduction to new releases
+ Seasonal Collectibles
Festive gifts & collectors
+ Souvenir
A proud product of Spain for the
visiting friend
+ Benefits Communication
Re-educate & remind consumers
of the benefits and capabilities
of olive oil
100ml per bottle
Extra virgin
olive oil
Extra light
olive oil
for frying
Pure
olive oil
Miniature box set

22. D E O L E OT E A M D 40
One cannot
love well
if one has not
dined well
“
“
v i r g i n i a w o o l f