There is space for emerging oils…but olive oil is still king
As for 'natural' oils and fats, Faulkner said: “We’re seeing a lot of coconut oil and avocados on the market but nothing has proved to be as compelling as olive oil.
“There has been a lot of evidence over the last couple of decades on the Mediterranean diet and so the very positive attitudes to olive oil is a key part of that.”
Part of this is down to confusion and uncertainty over whether the saturated fats in products such as coconut oil is healthy or not.
“With other oils, people are uncertain as to how good for them they are, and that’s a challenge for new oils. This requires some education on the part of brand owners.”
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