PrimeFish project studies offer consumer insight

PrimeFish project presentation Consumer trends are explained by PrimeFish project experts at Fish International 2018

PrimeFish project experts provided an insight into German and European seafood consumer trends at Fish International 2018.

Between June and September 2017, almost 6,000 seafood consumers from the UK, Germany, France, Italy and Spain participated in three studies which aimed to analyse the behaviour, attitudes and habits of consumers to provide the seafood sector with a deeper knowledge of their characteristics and preferences, how much are they willing to pay for seafood products and how they react to negative information published on different media.

“All of this information is crucial to know before entering a market such as Germany, before launching a new product,” said project coordinator Dr. Guðmundur Stefánsson, coordinator of PrimeFish and research group leader from Matís ltd. “Currently, the flop rate for new products on this market is with up to 70%, very high, and the process of product development and mark entrance are very cost-intensive and financially risky.”

Product success tool

Based on the big data from these studies, several models are being developed to analyse the likelihood of new seafood product success and prices. The models will be integrated into software tool PrimeFish Decision Support System (PrimeDSS) to allow firms or policy-makers to explore, search and download information.

“The so called “PrimeFish Decision Support System” (Prime DSS) will help creating new products and adapting existing ones to successfully enter different European markets.” explained Dr Heiner Lehr, software innovation specialist at the PrimeFish project.

Running from 2015 – 2019, the PrimeFish project is funded by the European Union’s Horizon 2020 Research and Innovation programme.

Latest Jobs


We are looking for an experienced and talented Digital Marketing Executive to join our award winning... Read more

Data Analyst

The post provides an opportunity to join an internationally respected, dynamic and active team condu... Read more

Fisheries Scientist

This post provides an opportunity to join an internationally respected, dynamic and active team cond... Read more

Fish Farm Assistant

Position available for a capable and adaptable person to work in a demanding but enjoyable and varie... Read more

Media Sales Executive

We are looking for an experienced Sales Executive to join our award winning B2B media company. Merc... Read more

View all jobs