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Institute of Agribusiness Management, ANGRAU-S.V. Agricultural College, Tirupati-517 502.
India’s edible oil sector has seen a paradigm shift in consumer preferences, particularly with increasing awareness about the health implications of chemically refined oils. Cold-pressed oils, retaining natural nutrients and processed without heat or chemicals are gaining popularity. This study examines the awareness levels and consumer preferences towards cold-pressed oils in Guntur district of Andhra Pradesh. Based on a primary survey of 120 respondents from Guntur and Tenali, the study analyzes socio-economic profiles, awareness sources, oil preferences and willingness to recommend or shift to cold-pressed oils. Results show that while awareness is high (100%), actual adoption remains limited (20.83%). Preferences are driven by perceived health benefits (70%), taste (41.67%) and traditional beliefs (35%). Key awareness sources include family (43.33%) and social media (21.66%). The study concludes that strategic awareness campaigns and affordable pricing could significantly improve consumer adoption of cold-pressed oils in semi-urban markets.
KEYWORDS: Cold-pressed oils, consumer awareness, preferences, health benefits, guntur, traditional oil use.