Exclusive survey gauges Americans’ finfish-purchasing behaviors

Nov. 3, 2011 - PRLog -- Did you know that cost is the No. 1 factor preventing consumers from buying more fish? Or that 80 percent of consumers are familiar with the terms “aquaculture” and “fish farming,” but they don’t necessarily have strong feelings for or against it? Or that more than half of consumers seek out certified sustainable seafood, but they’re not necessarily willing to pay for it?

These are among the key findings of a consumer survey gauging Americans’ finfish-purchasing behaviors at the retail level. This exclusive 15-question survey was commissioned by SeafoodSource.com, and the results were fashioned into a 34-page report that’s now available to purchase and download on the website.

In an online poll, 400 American adults were asked how often they buy finfish, what’s preventing them from purchasing more, what finfish species and products forms they prefer and where they buy their finfish, among other questions.

A lot of surveys simply ask consumers about their preferences. Consumers say they prefer to buy a fresh fish fillet that’s produced domestically, antibiotic-free and certified sustainable. But are they willing to pay $15 a pound for it? This survey digs much deeper — dozens of independent variables were analyzed to determine what consumers are willing to pay for certain attributes. Among the attributes are product form (fresh vs. frozen), production method (wild vs. farmed), product origin (domestic vs. foreign), sustainability certification and use of hormones or antibiotics.

The result is a “willingness to pay” model that seafood professionals can use to make smarter decisions, whether you’re a producer looking at pursing sustainability certification or a retailer trying to better understand your customers.

Get an edge up on the competition by getting inside consumers’ heads.

For more information on the report and to purchase and download it, visit SeafoodSource.com/ConsumerSurvey2011.aspx.

About SeafoodSource.com: Since its launch in early 2009, SeafoodSource has positioned itself the world’s most trusted and reliable sources of daily seafood news. SeafoodSource.com is owned by Diversified Business Communications of Portland, Maine, which also publishes SeaFood Business magazine and produces the International Boston Seafood Show, European Seafood Exposition, Asian Seafood Exposition and Seafood Barcelona.

Contact:
Steven Hedlund
Editor
SeafoodSource.com
207-842-5639
shedlund@divcom.com