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Mazola has taken the lead in the US branded cooking oil sector by leveraging its health credentials and increasing its retail profile.
Mazola corn oil was the leading US brand by volume for the year to the end of February 2020, with more than 11% of the market, having been the third-leading brand as recently as 2016.
Mazola’s steady growth reflects continued marketing investment and strong retail execution, a new approach in a sector traditionally led by price. After ACH-funded clinical research proved that corn oil is significantly better than extra virgin olive oil in lowering ‘bad’ cholesterol – findings which were published in leading scientific journals -Mazola has consistently targeted health-conscious consumers with its healthy heart message. That, along with the brand’s great taste and versatility, has encouraged more and more consumers to use Mazola.
The brand continues to evolve its marketing approach to expand its consumer base. While television advertising remains the core platform, between 2017 and 2020 Mazola increased its digital investment by 500%, including the regular posting of healthy recipe ideas. Online promotion enables a precise targeting of consumers not always possible via television advertising. For example, the business can connect with consumers electronically and advise them that corn oil is better for their heart.
Mazola’s continuing growth also follows its success in encouraging more stores to stock its different product sizes. In the past five years Walmart, for example, has increased its range of Mazola variants by 30%. As well as keeping sales high, the brand has also lowered costs and supported the environment by reducing its amount of plastic packaging.
Mazola’s continuing growth story is all the more striking given the great age of the brand, which celebrates its 110th anniversary in 2021.
11%
Mazola was the leading US brand by volume for the year to the end of February 2020 with more than 11% of the market.
500%
Between 2017 and 2020 Mazola increased its digital investment by 500%.