Awareness and Expectations of Polish Consumers Regarding Edible Niche Oils as a Food Product

Abstract

Despite their nutritional value and increasing supply of oils from unconventional plants to the oil industry, edible niche oils do not have high sales. The market for niche oils is geared toward an ever-growing volume of conscious consumers distinguished by their sensitivity to product quality, packaging type, price, sourcing technology, and variety of product use. In the literature, there is a lack of research on consumer preferences and expectations of niche oils. This article continues a series of studies on niche oils aimed at determining the proper technological parameters for production, discussing the economic aspects of niche oil production, and researching consumer behavior concerning these products. It aims to determine Polish consumers’ awareness and expectations of edible niche oils, select the oils of most significant interest to consumers, and determine the factors influencing consumers’ propensity to try edible niche oils. The survey, in the form of a questionnaire, was conducted using the CAWI method on a representative sample of 1000 Polish consumers. Consumers were divided into four segments: those who regularly consume niche oils, consumers who have experience with niche oils, consumers who are familiar with them but have not tried them, and consumers who do not know niche oils. Data were analyzed collectively and separately for each segment using one-way ANOVA. Grape seed oils and edible castor oil are the most interesting to consumers. Consumers’ purchasing decisions are influenced by price, nutrient content, and sustainable production free of GMO products and harmful chemicals. Therefore, manufacturers should increase the availability of certain oils (e.g., peanut oil). Sensory qualities, place of production, and brand recognition are secondary selection criteria. Future research should focus on the organoleptic evaluation of products available on the market. Research results may be used to create production and marketing strategies to make niche oils more attractive to consumers.