Have you ever wondered what vegetables actually constitute vegetable oil? And most consumers don’t know that commonly labeled vegetable oil is actually
better-for-you soybean oil. In fact, just 6% are aware. However, research shows that 70% of consumers would be as or more likely to buy vegetable oil if they knew it was 100% soybean oil. Fifty-three percent of consumers perceive products containing soybean oil to be healthy, and health is the top motivator when purchasing cooking oil.
Soybean oil is high in the good fats and contains vitamin E and omega-3s. It is also low in saturated fat in contains zero grams trans fat per serving.
The United Soybean Board presented an opportunity to two supermarket chains to market its private label vegetable oil as soybean oil and capitalize on consumer interest. USB recently partnered with Bashas’/Food City and Spartan Stores on a shopper promotion.
Bashas’/Food City executed in-store promos, including bottle neckers, shelf signs, floor graphics, end cap displays, newsletter recipe, weekly circular ad and radio spots. Across all stores, sales increased 62% year over year.
Spartan served soybean oil samples (dipping sauce) to shoppers at 50 stores, with signage and ambassadors delivering key messages. Sales lifted 22% on sampling days versus days without sampling.
Stellar program results present an opportunity to retailers and oil bottlers to relabel vegetable oil as soybean oil. Increased soybean oil awareness and consumer education about its health benefits can dramatically drive sales over competitive oils. USB’s results provide a strong foundation for bottlers to reconsider their vegetable oil label. According to research, 100% of bottlers and 25% of manufacturers would consider changing their front labels from vegetable oil to soybean oil as a result of positive consumer perceptions of soybean oil. Are YOU ready to put an end to consumer confusion and simply sell vegetable oil for what is it:1 soybean oil?
Contact the United Soybean Board for support.
References:
Industry Soybean Oil Labeling Study, United Soybean Board 2012
Consumer Attitudes about Nutrition Study, United Soybean Board 2013
