IOC studies how consumers behave towards olive oil

The International Olive Council (IOC) held a workshop at its headquarters in Madrid, bringing together around 60 participants from member countries and the olive oil sector under the theme: “Leveraging Consumer Behavior Research Results and Defining Future Directions.”

The event provided an opportunity to exchange views and develop strategic planning for the IOC's future research activities.

The day was marked by presentations from renowned experts and group work aimed at identifying research priorities that will guide future IOC studies in economics and consumer behavior.

The workshop was opened by Abderraouf Laajimi, IOC Deputy Executive Director, followed by a presentation by Mercedes Sánchez García, professor at the Public University of Navarre (UPN), who emphasized the importance of understanding consumer behavior to enhance olive oil marketing and better meet consumer expectations regarding key product attributes.

In the first session, María Juárez, Head of the IOC’s Economic Affairs and Promotion Unit, and Juan Luis Vicente, Head of the Statistics Department, presented the main findings of studies conducted between 2020 and 2024 across four major regions.

The presentation highlighted new trends, market data, and challenges encountered in data collection.

A panel discussion, moderated by Petjon Ballco (Agri-Food Research and Technology Centre of Aragón – CITA), explored best practices in the design and implementation of future studies.

Participants then took part in group work sessions facilitated by Azucena Gracia Royo (CITA), Petjon Ballco (CITA), and María Gutiérrez Salcedo (University Institute for Research in Olive Groves and Olive Oils – INUO).

The closing session for the group work was led by Imene Trabelsi, Head of the IOC Promotion Department. These sessions fostered a collaborative environment to propose relevant economic topics and methodological improvements for future research.

Specifically, the working groups identified the following priorities:

• The economic impact of climate change on olive oil production
• Global Value Chain Analysis and Circular Economy Opportunities
• Consumer perceptions, motivations, and willingness to pay in both producing and non-producing countries
• Strategies to attract young people and non-consumers through digital and sensory approaches

The recommendations also emphasized the value of using innovative research tools such as artificial intelligence, data triangulation methods, digital ethnography, and targeted segmentation studies.

Participants stressed the importance of strategically disseminating findings through infographics, webinars, and influencer campaigns.

The workshop concluded with a closing speech by María Gutiérrez Salcedo and a summary of the conclusions presented by Abderraouf Laajimi, who outlined the next steps in the area of consumer and olive oil research. These include biannual workshops, methodological harmonization, and enhanced participation of regional experts to support data-driven decision-making and sector development.

For the IOC, this workshop reflects the Council’s continued commitment to empirical research, international cooperation, and the sustainable growth of the olive oil sector.