Called Attitudes and Behaviors of US Consumers Regarding Shrimp, the report is now available for free download on the Global Shrimp Forum website.
Funded by the Global Shrimp Forum Foundation, using the financial surplus from last year’s Global Shrimp Forum, the study delivers valuable insights into US consumer demand: critical knowledge for producers, retailers and industry stakeholders looking to navigate the evolving seafood landscape.
The findings of the report are particularly timely as they directly inform the Global Shrimp Council’s (GSC) first-ever marketing campaign, which will be launched at the Boston Seafood Show on 16-18 March. The campaign aims to engage consumers globally, promote the positive attributes of shrimp, and drive demand in one of the world’s most significant seafood markets.
Willem van der Pijl, managing director of the Global Shrimp Forum, emphasised the importance of this initiative, stating: "The US remains one of the most important markets for shrimp, and it is vitally important that we understand consumer preferences as well as possible. This report provides the industry with a much-needed understanding of what motivates US shoppers when choosing shrimp over other proteins.
“By reinvesting the surplus from last year’s Global Shrimp Forum into this study, we are delivering on our commitment to creating valuable resources that benefit the entire shrimp sector. The insights gained will directly support the Global Shrimp Council’s mission to boost shrimp consumption in the US through targeted marketing and promotion."
The Global Shrimp Council, launched in 2023, was established to strengthen the global shrimp industry’s marketing efforts. With the insights from the report shaping its first campaign, the Council aims to educate and engage US consumers, highlighting shrimp’s versatility, sustainability, and health benefits.
In a press release, the author of the report, Arnd Jan Gulmans, commented: “With the US being one of the world’s largest shrimp markets, it is essential for the industry to stay ahead of shifting consumer attitudes. This study provides fresh data on how Americans perceive shrimp, what influences their purchasing decisions, and what barriers may be limiting consumption. These insights will help the industry better position shrimp in the market and ensure that marketing efforts, including the Global Shrimp Council’s campaign, resonate with US consumers."
