Consumer preferences for functionality of vegetable oils in Japan: A case study of edible argan oil

Abstract

The global consumption of argan oil is on the rise, particularly in developed nations, where it valued both as a high-quality functional oil and a popular cosmetic product. This study explores Japanese consumer preferences for edible argan oil through a choice experiment, revealing a preference for olive and salad oils, suggesting limited awareness of its edible use. Two distinct consumer classes emerged; one strongly favoring salad oil and another preferring olive and argan oils. The latter group exhibited an interest in functional foods and had prior argan oil purchases. As consumer knowledge deepens, it is anticipated that the consumption of edible argan oil will be promoted, extending beyond of high-income consumers.