Sidestreams getting closer to the mainstream, says tech supplier
Survey shows increased consumer acceptance in UK, Sweden, and Germany
Consumers in the UK, Sweden, and Germany are increasingly ready to incorporate products made from seafood sidestreams into their everyday diets, according to a new survey conducted for Finnish seafood processing technology company Hailia.
The findings indicate that consumer acceptance, long considered a key barrier, may no longer limit the wider use of sidestreams, opening up new opportunities for seafood processors and food manufacturers to turn underutilised raw materials into scalable, value-added products.
During a 14-day period last month, Consumer Compass asked more than 1,500 people from the three European countries about their attitudes towards food products made from seafood sidestreams. The survey showed 74% of respondents have a positive or neutral attitude towards eating such food.
Ready meals and canteens
Hailia said that with the strongest support seen among younger (aged 24-34), urban, and highly educated consumers, the results indicate that these products are well-positioned to enter mainstream formats such as ready meals, workplace catering, and quick-service dining.
A majority of respondents in Sweden (58%) and the UK (55%) have a positive attitude towards these products, seeing food products from sidestreams as a good thing. The German market follows slightly behind at 49%. Only 19% responded negatively to the idea of these products.
When asked which situations or use cases products from sidestreams would be most suitable, a large proportion of respondents answered that they could envisage these products in ready meals, quick-service restaurants, and cafeterias in workplaces or public institutions. Many consumers also indicated openness to using such ingredients in home cooking.
A majority (59%) of respondents reported a positive attitude towards sidestream-based products in lunch catering, compared to just 16% who responded negatively.
Among the most common answers, respondents stated that these products would be a good alternative source for protein, make it easier to consume fish as part of convenient, everyday diets, and provide the sustainability and ethical benefits of using more of each fish for human consumption.
Standard techniques
The main concern raised was the perception that sidestream-based products are overly processed or “artificial”. In reality, said Hailia, the production involves familiar, straightforward steps: refining, mixing, and cooking, similar to how many everyday foods like meatballs, falafel, or nuggets are prepared. Much like turning raw ingredients into smoothies, patties, or pancakes at home, these products are made using standard food preparation techniques rather than complex industrial processes.
Sidestreams are handled with the same care and quality standards as fillets, and the process itself is simple and familiar ... when people understand that, the hesitation tends to disappear.
“We see clear signals that consumers are open to incorporating these products into their daily lives, but transparency is essential to building lasting trust,” says Michaela Lindström, chief executive of Hailia.
“Sidestreams are handled with the same care and quality standards as fillets, and the process itself is simple and familiar: refining, seasoning, forming, cooking. Nothing that wouldn't happen in a professional kitchen. When people understand that, the hesitation tends to disappear. A majority are already on board, fewer than one in five are opposed, and the large group in the middle simply needs more familiarity with what these products actually are, and the chance to taste them.”
Young most keen
The survey shows that positive attitudes are most common among younger age groups, particularly 18-34. Also, the majority of positive respondents reported living in urban areas and cities, where ready-made meals are common, and there is more openness to trying new foods. Families with children, people with higher education, people with high-protein diets, and the environmentally conscious also report more positive attitudes towards using sidestreams for food products than other reference groups.
Between the three countries, German respondents emphasise innovation, food quality, and process transparency as most important. In Sweden, the most common open answers focus on greater circularity and an emphasis on climate impact, while UK consumers are more concerned with practical applications and fish products as a source of protein.
Positive attitude
“We expected that young, urban people would be more receptive to new food products, but we have seen that the answers are not that different between age groups and socioeconomic backgrounds. The survey shows that overall, people have a positive attitude towards innovative food products, and they see the benefits of trying new things,” Lindström says.
The survey consisted of 50 questions in 10 sections. Respondents were asked a series of questions around their attitudes towards food products made from sidestreams in general, as well as their thoughts on health benefits, suitability, nutrition, and sustainability. Questions on attitudes towards processed food, as well as food safety and responsible consumption, were also part of the study.
