The olive oil sector: a comparison between consumers and “experts” choices by the sensory analysis

The analysis is focused on olive oil, given its importance in the present competitive scenario and also for the renewed and growing interest that this product has in nutrition, health and wellbeing. It is in the interests of the different categories of olive oil producers to highlight the value of the specific attributes of their products, through the certification systems, geographical indications or organic farming. We have analysed consumer liking in order to understand what sensory attributes guide the choice, because this can help managers to develop marketing strategies focused on consumers’ demands. This study was conducted to identify and define sensory characteristics of five Italian olive oils and to link these differences to consumer and “experts” (the chefs) preferences through the application of preference mapping. This study confirms the hypothesis that experts give more importance to intrinsic attributes than “novices”, and also that the chefs are more aware than consumers on the EU certification systems and geographical indications or organic farming.