Evaluation of the Quality and Sustainability of Olive Oils by Taster with Different Degrees of Experience

Background: The olive oil supply chain is one of the main activities in Italy, boasting the richest varietal heritage of oils in the world. The European Union is the world's largest producer and exporter of olive oil, yet consumption in the EU has fallen by 17%. This contrasts with non-producing countries, which tend to appreciate it for its health benefits. The present study aims to investigate the behaviour and the habits of the consumers in relation to extra olive oil consumption, focusing on the impact, in terms of sustainability, of protected designation of origin (PDO) and EU-organic certification on purchase intention and quality perception. Methodology: The three panels (ten experts, ten semi-experts and ten habitual consumers of olive oil) are compared in terms of general knowledge of the oil's characteristics and sensory evaluation concerning fruitiness, pungency and bitterness, and the appreciation for these three attributes. The evaluation took place in two different tasting sessions, one blind and one non-blind. The panels' performance is analysed through an ANOVA model. Results: The answers provided during the tastings were statistically analysed and compared. The analysis demonstrated that the two more experienced groups recognized the sensory attributes as positive qualitative characteristics of the oils, while the non-experts considered the bitterness as a defect. This highlights the ability of the expert and semi-expert panels to discriminate between the liking for the product, unlike the group of regular consumers. The participants in general were positively influenced by PDO/organic certification, demonstrating their comprehension of the sustainability of the product. Implications: There are relatively few studies that concentrate on the perceptions of consumers regarding the ability to recognise qualitative characteristics of extra virgin olive oil. Therefore, this study aids in the valorisation of the olive oil supply chain from a qualitative and sustainability perspective. Only knowledge and experience can aid consumers to make consistent and aware choices. Information campaigns could help them to distinguish products, correctly identify food attributes and overcome their scepticism towards certified products.