?"Consumers need to understand the fundamental differences between all the different olive oils. It is for this reason that we recommend block merchandising different products according to oil type and strength, and hence usage."

Diana Anderson Brand manager, Filippo Berio



?"Consumers shop the fixture in a similar way to choosing wine - they have a genuine interest in the provenance and variety of olive oil. This means that retailers have tended to stock a lot of products and brands in a relatively tight fixture. Although this offers choice, overcrowding can sometimes occur. In future, we expect to see the strongest brands take the bulk of shelf space, especially as more consumers shop the category and build brand loyalty."

Remmelt Jongkind Marketing director, Napolina



?"People do put their best oils on display, so you have 'oil snobs' just as you get wine snobs. It is obvious, really, when you look at the price range of products on the market, as you can go from cheap lard to an oil that costs £15 a bottle. That's when they become gift items for people who really appreciate their oils."

Simon Bell Retail director, Merchant Gourmet



?"Standard cooking oils have declined in value terms in the UK over the latest year. As a result, the more premium sectors, namely olive oil and speciality oils, have been required to drive growth in the market. Although the olive oils market is still the major source of value, increasing emphasis has been put on sales of speciality oils."

Jenny Hall Analyst, TNS Worldpanel



?"Olive oil sales are on a strong upward curve as consumers increasingly use it for Mediterranean-style food to create salad dressings, and also for shallow frying. Sales should continue to grow as consumers become more educated about the uses of light and mild standard olive oils as well as extra virgin olive oils."

Neil Brownbill Brand manager, Princes Foods



?"In the past, consumers have been content to switch from a multi-purpose sunflower oil to an olive oil that can also be used for a range of dishes. Now consumers are becoming more educated about the types of oils available to them and the part they play, particularly in ethnic cuisine, so they are demanding a variety of oils that are used for specific dishes."

Suzanne Heffernan Retail marketing manager, AarhusKarlshamn