Argan Oil is Rising Culinary Star

DUIVEN, The NetherlandsArgan oil is slowly branching out from the cosmetics and supplements market into the culinary oil sector, according to Innova Market Insights.

The oil, made from the nuts of the Argan tree (Argania spinosa), is also known as Moroccan Gold, as the tree grows only in the southwestern region of that country. A rare oil due to its limited growing area, it is rich in unsaturated fatty acids and contains vitamin E, phenols, phenolic acids, carotenes and squalene.

According to Innova, argan oil is making an appearance in an increasing number of culinary oils in a variety of countries, including the United States, the United Kingdom, 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. The culinary oils 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 dOr argan oil in May 2010 and the relaunch of Alili argan oil in the U.S. 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.

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

Limited supply is likely to be the key issue, Williams says. A preservation project is underway to protect the tree in Morocco. 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, she adds.