Uncertain about farmed fish
New research by Bramh Insight for the Seafish Industry Authority looking at consumer perception and behaviour to chilled and frozen seafood shows that consumers are uncertain about what farmed fish means, but not automatically negative.
The research also demonstrates that consumers do not have an emotional engagement with fish - and this lack of emotional engagement makes it difficult for them to understand complex fisheries issues such as provenance, sustainability, catch method and seasonality. Provenance/locally sourced and quality marks e.g. Scottish Salmon, are overridden by price and value – even with Scottish respondents, the Seafish survey found.
“Fish does not generate any emotional attachment unlike other proteins, due to lack of visibility. Therefore these issues are perplexing to many consumers,” the report stated.
“Very little thought is given to the supply chain and consumers aren’t really interested. When asked to think in more detail about the supply chain consumers get very confused and concerned,” the survey also said.
