New global survey from the Aquaculture Stewardship Council finds retail buying habits and purchasing drivers have changed, while product knowledge is still lacking

Globally, consumers are eating less fish and seafood and replacing these foods (and also red meats) with more poultry, fruit and vegetable products, according to the findings of a new industry survey spanning 14 key markets across America, Asia and Europe.

Conducted by market research agency The Conversation Studio on behalf of farmed seafood certifier the Aquaculture Stewardship Council (ASC), the bi-annual consumer survey determined that in the past year, on average, fish and seafood is being eaten 8% less, and red meat 16% less. Meanwhile, poultry consumption is up 7%, with fruit and vegetable eating rising 15% and 22%, respectively.

Sharing the analysis in the recent ASC Webinar: Seafood through a consumer lens, Joshua Siegel, Quantitative Insights Manager at The Conversation Studio, said the assumption is that higher priced categories like seafood have been negatively influenced by price inflation.

Compiled from the responses of some 15,000 consumers, the data also determined that seafood consumption is declining in almost all markets, with the biggest year-on-year decrease – 29% – found to be in France. The only upturns identified in the survey were in Denmark (2%) and the United States (9%).

Among the reasons given for the overall shift in eating behaviour, almost 50% said they changed their habits because of rising food prices. Health reasons were a distant second at 22%, followed by the desire to eat less meat generally (10%).

Siegel highlighted that only 2% of those surveyed said they wanted to make more sustainable food choices.