Purchase behaviour and consumption pattern towards edible oil in households of Tamilnadu

India has the fourth largest edible oil market in the world. Edible oil usage is wide, in variety and the consumption of edible oils is also increasing. Consumer awareness and consumption patterns are the factors that influence the dietary intake and market demand. The study was conducted to understand the preferences of consumers on consumption pattern and purchase behaviour of edible oils. A survey was conducted, were 200 individuals voluntarily participated in the survey. The questions were framed to know the consumer’s purchase behaviour and consumption pattern which includes, types of edible oil used, quantity of purchase, factors influencing purchase of edible oil, awareness regarding health and nutritional aspects of edible oils. Most of the participants (71%) prefer cold pressed oil based on health benefits. There is a high usage (54%) of sunflower and (58%) groundnut oil for cooking rather than other oils and there is less reuse of used oil and most of the participants are not aware of the healthiest fat. It interprets that literacy on safe oil cooking, oil rotation strategies and on healthy fats will reduce the adverse health risks and blending of different oils will improve the lipid profile. The study reinforces that both the quality of the oil and fat profile will influence the dietary habits of individuals.