Fish and Shellfish - UK - November 2016
"Despite positive attitudes towards fish and shellfish in terms of most people being confident preparing it, thinking it is a quick-to-cook meal option and seeing it as good for a healthy diet, the average consumer is failing to eat the recommended two portions of fish a week by some distance. Being seen as too expensive is one reason for not eating fish, suggesting a need to promote cheaper fish meals, but a lack of general inspiration appears to be another barrier, with strong interest in more recipes and ideas for incorporating fish into more meal occasions."
– Richard Caines, Senior Food and Drink Analyst
This report will cover the following areas:
- Bigger emphasis on promotion of fish as a healthy and affordable meal option needed to encourage increased consumption
- More scope to add value to fish and shellfish sales by targeting those looking for ease of preparation
- New products and recipe ideas offer will be important in encouraging people to increase their repertoire of fish meals
Being seen as too expensive is the biggest reason for not eating more fish or eating fish at all, suggesting overcoming perceptions that all fish is expensive is important. General attitudes towards eating fish are generally positive though, with most people confident preparing it, thinking it is a quick-to-cook meal option and recognising its health benefits.
The main reason for low average consumption appears to lie in consumers suffering from a lack of inspiration when it comes to incorporating seafood into a wider repertoire of meal occasions, pointing to a need to improve in-store marketing at fish and shellfish fixtures. This includes highlighting more strongly new convenient and easy-to-cook products and providing recipe/meal ideas for shoppers to take away.
This Report discusses the retail sales of seafood for in-home consumption. Seafood is defined for the purposes of this Report to include fish (fin fish) and shellfish (including crustaceans), whether chilled, frozen or ambient. This Report includes plain, as well as processed and ready-to-cook products.
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