The Seafood Consumer Index, a study brought on by Kantar TNS every year on behalf of
the Norwegian Seafood Council, maps out the preferences and behaviors of consumers of
seafood products in 25 markets for 25.000 respondents. It is the largest study carried out
for the sector and offers an incomparable view on the trends and patterns of consumption
of seafood products.
Asian markets are strongly aligned with this trend and 9 out of 10 consumers in China
and Thailand share the perspective that they would like to “consume more seafood than
they currently consume”.
In Europe, 80% of respondents in Portugal –the country with the highest per capita
consumption of seafood– say they would like to eat fish more regularly and 81% say the
same in Italy. Again in Portugal, 83% consume fish once or more a week, 66% consume
twice or more, with only 5% consuming this same product once a month.
According to the study, only around half of the total respondents report eating seafood twice or more times
per week, which is the recommended amount according to many health authorities.
“It is interesting that in markets and age groups where people already consume many
products from the sea they want to consume even more. In all markets, 81% of those in
the 50-65 age group say they want to eat more seafood, compared to 73% between 20
and 34” says Lars Moksness, an analyst at the Norwegian Seafood Council.
Source: Norwegian Seafood Council