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A Look at Today’s Seafood Consumers
There may be a lot of fish in the sea when it comes to protein choices, but increasingly, consumers are pulling seafood into their carts.
of consumers are choosing to eat more seafood than they were two years ago, compared to 41% who say they are buying more poultry and 29% who are picking more beef*
The seafood category is growing at a
Most preferred Protein
Chicken/poultry
Seafood
Beef
Pork
3%
22%
33%
38%
41%
72%
29%
39%
54%
26%
54%
61%
4%
2%
17%
0%
Choosing more than 2 years ago
Same rate as 2 years ago
Choosing less than
2 years ago
Shoppers want to eat even more seafood than they are now.
of consumers report that they are trying to boost their seafood consumption, leading other types of protein*
Fish/seafood
Nuts
Beans
Chicken
Veggie burgers
Beef
Pork
62%
Trying to increase consumption
4%
Trying to decrease consumption
49%
9%
46%
10%
39%
10%
34%
12%
18%
40%
14%
35%
They’re hooked: interest in seafood is translating into sales.
Improve seafood success by giving consumers more of what they want and expect.
Taste and health are the top two reasons people pick seafood over other proteins. Providing delicious recipes and nutrition information reels them in.
Catch
72%
(4%)
faster pace
than produce, meat, bakery or deli**
Consumers' most preferred protein type and consumption
Nearly
2/3
Consumers' desired change in consumption by protein type
32%
30%
respectively, from March-October 2019 to March-October 2020***
Fresh and frozen seafood grew
and
90%
88%
of shoppers agree that they would buy seafood over other proteins with EASY recipe ideas*
of shoppers agree that they would buy seafood over other proteins if they had HEALTHY recipe ideas*
In-store promotions make a difference. In addition to personal cravings, sales and merchandising drive seafood purchases.
Frozen fish is appealing to today’s shoppers.
of consumers are likely to purchase frozen fish*
Consumers perceive that wild caught seafood offers better taste and health
agree they would buy seafood over other proteins if it is wild caught and if they knew the health benefits*
agree that they would buy more seafood if it was sustainably sourced*
86%
85%
of consumers want to be more knowledgeable about seafood sustainability**
Prefer the taste
The fish is healthier
Less harmful additives
Higher quality of meat
The fish is more natural
It's a more sustainable practice
The fish is fresher
Comfortable in sourcing
Don't trust other fishing methods
Alternative seems less clean
4%
11%
21%
23%
Why do your prefer wild-caught?
seafood Preference: wild-caught
1%
1%
1%
5%
7%
12%
There is an Alaska Seafood difference that consumers understand and respond to when buying seafood.
Safe to eat*
say that the Alaska Seafood logo equals sustainable fisheries*
of overall consumers are more likely to purchase seafood when they see the Alaska Seafood logo*
82%
84%
Shoppers believe that Alaska seafood is:
Mentioning “Alaska seafood” has been shown to increase shoppers’ willingness to purchase.
75%
70%
Natural*
Wild*
79%
78%
*Datassential online study, 2020
**FMI, 2020 Power of Seafood
***IRI and 210 Analytics
The Alaska Seafood Marketing Institute (ASMI) offers tools and resources to make it easy for retailers to build successful seafood promotions, including educational materials, recipes, training, promotional support, customizable visual assets and more.
www.alaskaseafood.org/retail
800-478-2903
info@alaskaseafood.org
Learn more:
Lifting All Tides:
of shoppers believe that displaying the Alaska Seafood logo means that the store cares about the quality of the seafood it sells.*
83%
When seafood is in the basket, the average amount spent by a household is
3 times
greater than the average grocery basket size.**
2/3
It’s personal: The seafood sales staff is the resource for shoppers seeking information about seafood. *
#1
BACK TO TOP
28%
47%
60%
71%
Safe to eat
Natural
Superior quality
Sustainable
Responsibly managed
Affordable
Widely available
Abundant
Superfood
Other
None
57%
30%
33%
26%
24%
23%
alaska seafood attribute associations: total seafood consumers
Better for the environment than beef, pork, or poulty
4%
4%
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