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Edible Oils - UK - August 2009

Since 2007, value sales of edible oils have grown by 30%, to reach £323 million. When the effects of inflation are taken into account, value sales grew by 17% in real terms.

  • Agricultural commodity price increases led to high food prices during 2008 as well as currency rate fluctuations, and the poor performance of Sterling against the euro affected the cost of imports into the UK.

  • Therefore, significant value sales growth in this market has come from price increases in vegetable and sunflower oil.

  • Consumer awareness of the need to reduce their intake of saturated fats has prompted steady growth in the olive oil market, largely at the expense of solid oils. Speciality oils have performed particularly well thanks to growth of ethnic cuisine and the use of oils in homemade salad dressings.

  • Consumers take comfort from well-known brands, but as they face higher food bills they may start to question whether it is worth paying for the branded ranges over own-label alternatives.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • Encouraging experimentation
            • Beauty from the inside out
              • Customised oils for children
              • Market in Brief

                • A constant flow of sales
                  • A sustained healthy eating agenda
                    • Combating obesity
                      • Brands focus on price promotions
                        • Penetration dips
                        • Internal Market Environment

                          • Key points
                            • Healthy eating
                              • Figure 1: Agreement with lifestyle statements about diet and health, 2004-08
                            • Live a longer, healthier life
                              • Figure 2: Popularity of Mediterranean-style cuisine, 2004-08
                              • Figure 3: Popularity of Mediterranean-style cuisine, by age, socio-economic group and region, 2008
                            • Return of the cook
                              • The rise of biofuels and global demand
                                • Get your fats right
                                  • Figure 4: Consumer avoidance of fats, 2004-08
                                  • Figure 5: Average UK energy intake from fat, per person per day, 2004/05-2007
                                • Regulating quality
                                • Broader Market Environment

                                  • Key points
                                    • ABs set to grow
                                      • Figure 6: Changes in socio-economic status, 2004-09 and 2009-14
                                    • Battling with childhood obesity
                                      • Figure 7: Overweight and obesity prevalence among children in England, 1995-2006
                                    • Obesity still a weighing issue for adults
                                      • Figure 8: Projection of obesity prevalence among adults in England, by gender, 2003-50
                                    • Changes in personal disposable income
                                      • Figure 9: Trends in PDI and consumer expenditure, 2004-14
                                  • Strengths and Weaknesses in the Market

                                    • Strengths
                                      • Weaknesses
                                      • Competitive Context

                                        • Key points
                                          • Oils have larger consumer base than the competition
                                            • Figure 10: Penetration of competing products to edible oils, 2008
                                          • Value sales are highest for butter and spreads
                                            • Figure 11: UK retail value sales of competing products to edible oils, 2007-09
                                          • Cooking techniques
                                          • Who’s Innovating?

                                            • Key points
                                              • Branded products lead launches
                                                • Figure 12: New product activity in edible oils, own-label vs branded, 2006-09*
                                              • A premium product
                                                • Figure 13: Top product claims for edible oil launches – UK, January 2006-June 2009
                                              • Organic oils
                                                • Product format
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Commodity price increases
                                                      • Figure 14: UK retail value sales of edible oils, 2004-14
                                                    • Sunflower oil loses out to vegetable oil
                                                      • Olive oil still a favoured alternative
                                                        • Liquid oils make their mark
                                                          • Figure 15: UK retail value sales of edible oils, by type, 2007-09
                                                        • Own-label beats branded products on price
                                                          • Figure 16: Price positioning of edible oils, 2009
                                                        • The future of the market
                                                        • Segment Performance

                                                          • Key points
                                                            • Liquid oils
                                                              • Volume sales remain steady
                                                                • Figure 17: UK retail value sales of liquid oil, 2004-14
                                                              • Vegetable gathers pace on olive oil in 2009
                                                                • Figure 18: UK retail value sales of liquid oil, by type, 2007-09
                                                              • Olive oil sales defy price increases
                                                                • Specialty oils see growth rates slow down
                                                                  • New excitement for cold-pressed rapeseed oil
                                                                    • What now for organics?
                                                                      • Solid oils and cooking fats
                                                                        • Sales slip away
                                                                          • Figure 19: UK retail value sales of solid oils and cooking fats, 2004-14
                                                                          • Figure 20: UK retail value sales of solid oil, by type, 2007-09
                                                                        • Factors used in the forecast
                                                                        • Market Share

                                                                          • Key points
                                                                            • Princes strengthens its market position
                                                                              • Figure 21: UK retail value sales of standard oils, by brand, 2007-09
                                                                            • Filippo Berio still the leading olive oil brand
                                                                              • Figure 22: UK retail value sales of olive oil, by brand, 2007-09
                                                                            • Speciality oils made up of niche brands
                                                                            • Companies and Products

                                                                                • Figure 23: Leading companies in the edible oils market and their brands*, 2009
                                                                              • Aarhus United UK
                                                                                • Figure 24: AAK UK product and brand range, 2009
                                                                              • Carapelli
                                                                                • Societa per Azione Lucchese Oli e Vini (Filippo Berio)
                                                                                  • MH Foods
                                                                                    • Princes
                                                                                      • Pura Foods
                                                                                        • Leathams
                                                                                          • RH Amar
                                                                                            • Unilever
                                                                                            • Brand Communication and Promotion

                                                                                              • Key points
                                                                                                • Restricted adspend may limit brand potential
                                                                                                  • Figure 25: Main monitored media advertising expenditure on edible oils, 2005-09*
                                                                                                • Press the leading medium used
                                                                                                  • Figure 26: Main monitored media advertising expenditure on edible oils, by medium, 2005-09*
                                                                                                • Filippo Berio is the best-supported brand
                                                                                                  • Figure 27: Main monitored media expenditure on edible oils, by top ten manufacturers, 2005-09*
                                                                                                • Reaffirming their position
                                                                                                • Channels to Market

                                                                                                  • Key points
                                                                                                    • Grocery multiples a dominant force in the market
                                                                                                      • Figure 28: UK retail sales of edible oils, by outlet type, 2007-09
                                                                                                    • Discount retailers’ olive oil comes tops in blind test
                                                                                                      • Waitrose a key olive oil retailer
                                                                                                        • Figure 29: Index of consumer purchase of olive and extra virgin oil, by supermarket used for main grocery shop, March 2009
                                                                                                      • Leading food retailers’ market shares of all food sales
                                                                                                        • Figure 30: Leading UK food retailers’ market shares of all food sales**, 2008/09
                                                                                                    • The Consumer – Usage of Edible Oils

                                                                                                      • Key points
                                                                                                        • Penetration high, but usage falls
                                                                                                          • Figure 31: Frequency of using oils for cooking and in salads, 2004-08
                                                                                                        • Larger households are heavy users
                                                                                                          • Figure 32: Usage of oils for cooking and in salads, by key demographics, 2008
                                                                                                        • Olive oil slides up
                                                                                                          • Figure 33: Trends in usage of oils, by type, 2004-08
                                                                                                      • The Consumer – Types of Oils Used and Attitudes

                                                                                                        • Key points
                                                                                                          • Olive oil – most popular edible oil
                                                                                                            • Figure 34: Cooking oils/salad oils bought to use at home in the last 12 months, March 2009
                                                                                                            • Figure 35: Use of virgin/extra virgin oil vs. standard olive oil, by age, socio-economic group and household size, March 2009
                                                                                                          • Vegetable oil and sunflower oil used by half of all consumers
                                                                                                              • Figure 36: Use of vegetable oil vs. sunflower oil, by age, socio-economic group and household size, March 2009
                                                                                                            • Specialty oils mark their position
                                                                                                              • Broadening consumers’ repertoires
                                                                                                                • Figure 37: Repertoire of cooking oils/salad oils bought to use at home in the last 12 months, March 2009
                                                                                                              • Multipurpose oil uses
                                                                                                                  • Figure 38: Reasons for using cooking oils/salad oils, by type of oil used, March 2009
                                                                                                                • Own-label wins out, thanks to lower prices
                                                                                                                  • Figure 39: Attitudes towards buying cooking oils/salad oils, March 2009
                                                                                                              • The Consumer – Target Groups for Edible Oils

                                                                                                                • Key points
                                                                                                                    • Figure 40: Consumer target groups for edible oils, March 2009
                                                                                                                  • Own-label Value Seekers
                                                                                                                    • Branded Loyalists
                                                                                                                      • Own-label Oil Reducers
                                                                                                                        • Healthy Oils
                                                                                                                        • Appendix

                                                                                                                          • Abbreviations
                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                              • Figure 41: Agreement with lifestyle statements about diet and health, by demographics, 2008
                                                                                                                          • Appendix – Competitive Context

                                                                                                                              • Figure 42: Competing products and their usage, by demographics, 2008
                                                                                                                          • Appendix – Who’s Innovating?

                                                                                                                              • Figure 43: Total number of sauce and seasoning launches – UK, January 2006-June 2009
                                                                                                                              • Figure 44: Own-label edible oil launches – UK, January 2006-June 2009
                                                                                                                              • Figure 45: Private brand launches of edible oils – UK, January 2006-June 2009
                                                                                                                              • Figure 46: New product launches, by type in select European countries, January 2006-June 2009
                                                                                                                          • Appendix – The Consumer – Usage of Edible Oils

                                                                                                                              • Figure 47: Frequency and usage of oils for cooking and salads, by demographics, 2008
                                                                                                                          • Appendix – The Consumer – Types of Oils Used and Attitudes

                                                                                                                              • Figure 48: Cooking oils/salad oils bought to use at home in the last 12 months, by demographics, March 2009
                                                                                                                              • Figure 49: Net of olive oils bought to use at home in the last 12 months, by demographics, March 2009
                                                                                                                              • Figure 50: Cooking oils/salad oils bought to use at home in the last 12 months, by demographics, March 2009
                                                                                                                              • Figure 51: Repertoire of cooking oils/salad oils bought to use at home in the last 12 months, by type of cooking oils/salad oils bought, March 2009
                                                                                                                              • Figure 52: Repertoire of cooking oils/salad oils bought to use at home in the last 12 months, by demographics, March 2009
                                                                                                                              • Figure 53: What cooking oils/salad oils are used, by demographics, March 2009
                                                                                                                              • Figure 54: Cooking oils/salad oils bought to use at home in the last 12 months, by purposes of using cooking oils/salad oils, March 2009
                                                                                                                              • Figure 55: Cooking oils/salad oils bought to use at home in the last 12 months, by purposes of using cooking oils/salad oils, March 2009
                                                                                                                              • Figure 56: Repertoire of what cooking oils/salad oils are used for, March 2009
                                                                                                                              • Figure 57: Repertoire of what cooking oils/salad oils are used for, by demographics, March 2009
                                                                                                                              • Figure 58: Attitudes towards buying cooking oils/salad oils, by demographics, March 2009
                                                                                                                              • Figure 59: Attitudes towards buying cooking oils/salad oils, by demographics, March 2009
                                                                                                                          • Appendix –The Consumer – Target Groups for Edible Oils

                                                                                                                              • Figure 60: Target groups, by demographics, March 2009
                                                                                                                              • Figure 61: Attitudes towards buying cooking oils/salad oils, by target groups, March 2009
                                                                                                                              • Figure 62: Cooking oils/salad oils bought to use at home in the last 12 months, by target groups, March 2009
                                                                                                                              • Figure 63: Repertoire of cooking oils/salad oils bought to use at home in the last 12 months, by target groups, March 2009
                                                                                                                              • Figure 64: Purposes for using cooking oils/salad oils, by target groups, March 2009
                                                                                                                              • Figure 65: Repertoire of purposes for using cooking oils/salad oils, by target groups, March 2009

                                                                                                                          Companies Covered

                                                                                                                          • Aarhus United UK
                                                                                                                          • Aldi Stores Ltd (UK & Ireland)
                                                                                                                          • Archer Daniels Midland
                                                                                                                          • Asda Group Ltd
                                                                                                                          • British Market Research Bureau (BMRB)
                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                          • Co-operative Group
                                                                                                                          • Food Standards Agency
                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                          • Harvey Nichols UK
                                                                                                                          • HJ Heinz Company UK
                                                                                                                          • J. Sainsbury
                                                                                                                          • Lidl (UK)
                                                                                                                          • Marks & Spencer
                                                                                                                          • Princes Foods
                                                                                                                          • Pura Foods Ltd
                                                                                                                          • Soil Association
                                                                                                                          • Somerfield
                                                                                                                          • Tesco Plc
                                                                                                                          • Unilever Bestfoods UK Ltd
                                                                                                                          • Virgin Media Ltd
                                                                                                                          • Waitrose
                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                          Edible Oils - UK - August 2009

                                                                                                                          £1,995.00 (Excl.Tax)