2009/721 “Eat More Fish” – Expanding the consumption of seafood through retail channels

By Marianthi Livaditis and Nick Danenberg

This Report details the findings of the Simplot Seafood ‘Eat More Fish’ Questionnaire conducted in February 2011. The purpose of this research was to explore seafood consumption, particularly in relation to other competitor proteins on a national level. The questionnaire was designed to explore and integrate five main fields of enquiry:

• Protein consumption including a comparison of meats versus seafood;
• The consumer beliefs of seafood in comparison to competitor proteins that underpin this consumption;
• Seafood consumption (compared to 12 months ago) including where and in what forms seafood is consumed;
• The consumer beliefs and attitudes regarding the different areas within the supermarket that seafood is sold; and
• Attitudes and awareness surrounding sustainable and unsustainable seafood.

The main outcomes of this research are that seafood seems to be consumed by participants less frequently than chicken and other poultry, beef and veal, but more than lamb and pork. It is the third most frequently eaten animal protein amongst respondents. It is eaten less frequently and is considered more as a once a week to monthly meal alternative than are the other more popular proteins.

This report was embargoed as commercial in confidence until the conclusion of the Seafood CRC and can now be downloaded below