Do Italian consumers value health claims on extra-virgin olive oil?

• Respondents valuing the organic clue are also interested in EVOO with health claims. • Consumers with a higher general interest in health value health claims on EVOO. • EVOO with health claims is of interest to those willing to use food as medicine. • Exposure to diseases led to a consumer appreciation of health claims on EVOO. • The market of EVOO with health claims is a potential niche market.