Consumers Lack Knowledge On Farmed Fish

The Fish Site
by The Fish Site
15 February 2010, at 12:00am

UK - The average consumer still seems to have little awareness as to what aquaculture entails, according to a new report released by the Seafish Industry Authority.

Research by Bramh Insight for the Seafish Industry Authority looking at consumer perception and behaviour to chilled and frozen seafood shows that seafood consumption is hampered by consumers 'lack of knowledge".

The report also identified that regular seafood consumers tend to stick to what they know.

It is suggested that consumers have no emotional engagement with fish which makes it difficult for them to understand complex fisheries issues like provenance, sustainability, catch method and seasonality.

"Fish does not generate any emotional attachment unlike other proteins due to lack of visibility, therefore these issues are perplexing to many consumers."

Consumers felt that seafood was still expensive in comparison to some other 'everyday' proteins but did identify that it had greater value for money connotations.

The report also identifies a lack of awareness surrounding the supply chain but recognises that the majority of the consumers are uninterested in this aspect.

To view the full report click here.