It comes from Spain a message that deserves attention! Closely connected to the new promotional campaign that changes the paradigm: they are abandoned traditional claims and strategic positioning, such as the Mediterranean Diet, health, cooking and even the familiar image of a drizzle of oil falling on bread. The reason? Intercept new potential consumers, namely young people who are less familiar with extra virgin olive oil.
A study recently presented by the Spanish Ministry of Agriculture has in fact highlighted that those over 65 are those who buy the most extra virgin olive oil, with a per capita consumption of four liters per year. At the other extreme are those under 35 with a per capita consumption of just 0,8 liters per year. We are talking about a group that represents almost 9% of the population and that has purchased less than 3% of the extra virgin olive oil consumed in homes.
What does it consist of? Quickly said! The campaign’s object is a yellow-green capsule bag. An accessory that responds to the latest trends in international fashion and that perfectly complements a bottle of extra virgin olive oil. The way in which this proposal was presented to the public was also unconventional: based on photos of the Spanish singer Aitana walking through the streets of Madrid with the bag designed by Palomo Spain, photos that immediately went viral.
Kitchen habits
In his opinion, this phenomenon is already observable in Spain, as it emerges from the Panel on household consumption analyzed by the Ministry of Agriculture. For Barato, the data are “shocking”, since “if we focus on the extra virgin olive oil category, 77,8% of those responsible for purchasing were over 50 years old, when in reality they represent 60% of the Spanish population. And e. And this is not a phenomenon exclusive to extra virgin olive oil; in the case of the olive oil category, those over 50 were responsible for purchases in 79,4% of cases, and those under 35 did not even reach 2,5%”.
The organization’s president stressed that it is clear that consumption is closely linked to the practice of cooking at home, a common habit among the elderly, but which is starting to become rare among young people. This fact has emerged clearly during the pandemic. “Olive oils have a great reputation among Spaniards. When it comes to healthy eating, no one has the slightest doubt. In fact, when during the lockdown it was thought that eating healthily was essential, many returned to preferring olive oils. But, at the same time, young people consider it an old-fashioned food, which uses unattractive communication, with too many references to the past and few to the values that interest new buyers. This campaign responds to this need. And, if I may say so, brilliantly”, commented.