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Do Chefs Value Health in Their Olive Oil Purchasing Decisions?
María Gutierrez-Salcedo1,2,3, Manuel Parras-Rosa1,2,3, Francisco José Torres-Ruiz1,2,3
1Department of Business Management, Marketing and Sociology, Faculty of Social Sciences and Law, University of Jaén, 23071 Jaén, Spain.
Nutrients
|February 12, 2021
Summary
Despite consumer interest in healthy eating, chefs rarely prioritize olive oil health benefits when purchasing. Restaurants are missing opportunities to meet demand for healthy food options.
Area of Science:
- Food Science
- Consumer Behavior
- Culinary Arts
Background:
- Growing public interest in healthy eating and increased dining out.
- Olive oil's market importance driven by recognized health benefits.
- Need to understand chefs' purchasing criteria for olive oil.
Purpose of the Study:
- To investigate if health is a significant factor in chefs' olive oil purchasing decisions.
- To assess if restaurants leverage olive oil's health attributes for market positioning.
Main Methods:
- Survey of 400 chefs in Spain from the Euro-Toques association.
- Data collection focused on olive oil purchasing criteria and marketing strategies.
Main Results:
- Only 2% of surveyed chefs consider health when buying olive oil.
- Restaurants do not use the "health" attribute of olive oil for market differentiation.
Conclusions:
- The restaurant sector is not meeting consumer demand for healthy food options like olive oil.
- Questions arise about the effectiveness of chefs as opinion leaders in promoting healthy choices.
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