Within that, however, there are signs that a new star may be emerging in the form of argan oil. Product activity is still extremely limited, but there are definite signs of rising interest in the use of argan oil, also known as ‘Moroccan Gold’, and a move out of the cosmetics and supplements market and into the culinary oils sector.
Argan oil is made from the nuts of the argan tree (Argania spinosa), which grows in southwestern Morocco, with its small and specific growing area making it one of the rarest oils in the world. It has traditionally been used by the indigenous Berber population in cooking and in cosmetics, but has become increasingly noticed in the ‘outside world’ due to its potential as a cosmetic and nutritional ingredient, as it’s rich in unsaturated fatty acids and has a high level of natural tocopherols (vitamin E), phenols, phenolic acids, carotenes and squalene.
Argan oil supplements have generally focused either on anti-ageing in general, or skin care, including sun protection, or on the health of hair and nails, while the culinary oil can generally be used as a replacement for oils such as olive oil in salad dressings or dips, and can be used to drizzle over pasta or meat and fish.
Most recently, Innova Market Insights tracked the German launch of Argan d’Or argan oil in May 2010 and the relaunch of Alili argan oil in the US earlier in the year. This followed 2008 launches of Arganol argan oil in France in ‘Natural’ and ‘Roasted’ variants, and an argan oil under Swiss retailer Migros Selection brand in 2007.
All the launches focused on the premium nature of the product, its Moroccan heritage, its organic status and its production via cold pressing, packaging it typically in 100ml glass bottles and priced at about €13.
“Alongside growing levels of product activity,” says Innova Market Insights’ head of research Lu Ann Williams, “there has been a rising level of press coverage on the benefits of argan oil and this should help to increase levels of awareness and interest, although the high pricing, even if it reduces from its current level, may well prove a barrier to further development.”
However, limited supplies is likely to be the key issue, she contends, despite a Unesco preservation project for the threatened argan tree in Morocco helping to maintain and even develop supply there. Israel has also been trying to develop a viable crop of argan trees for a number of years, but this may raise issues of geographical origin and the acceptability of non-Moroccan oil.
Source: Innova Market Insights
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