Jul 15 2010 --- While the Innova Database recorded the launch of nearly 1,000 edible oils in the 12 months to the end of March 2010, the vast majority were standards such as olive oil, sunflower oil, soy oil and blended products, supported by specialities such as grapeseed, walnut, avocado and macadamia. 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, often 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 only in south western 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 been increasingly coming to the notice of the outside world due to its potential as a cosmetic and nutritional ingredient, as it is very rich in unsaturated fatty acids and has a high level of natural tocopherols (vitamin E), phenols, phenolic acids, carotenes and squalene.

New product activity in argan oil recorded by Innova Market Insights dates back a number of years, but is notable for the emergence of skincare supplements based on argan oil beginning in the mid 2000s, particularly in France, followed by the appearance of an increasing number of culinary oils in a variety of countries, including the US, UK, Germany, France and Switzerland. All the products are notable for their premium positioning and high pricing, with some available only through specialist outlets such as natural and health food stores, speciality shops or via mail order or the Internet.

Argan oil supplements have generally focused either on anti-aging 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 other 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, priced at about EUR13.

“Alongside growing levels of product activity,” Innova Market Insights' Head of Research, Lu Ann Williams reports that “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.

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