Most consumers choose to eat fish and seafood for its health benefits, according to world-wide research by the Aquaculture Stewardship Council.
Around 12,000 consumers were surveyed across the US, Canada, Australia, UK, the Netherlands, Belgium, Germany, France, Spain, Italy, China and Japan to understand more about their reasons for buying seafood.
In all 12 markets, health is the primary driver with taste coming a close second. However, there is work to be done around perceptions of sustainability. Although up to 89% of respondents felt that the industry could be responsible, more than half felt it was not sustainable right now.
This trend was particularly marked in countries such as the Netherlands, Germany, Belgium and France where awareness of sustainability is highest.
The research also reveals that while sustainability is a top consideration in seafood purchases, consumers may not be buying responsibly as often as they can. Freshness and cost are the two highest considerations for consumers when asked what their requirements are when buying seafood. Sustainability is the third most common requirement.
Consumers have a preference for wild over farmed produce, especially in Spain and France. However, an almost equivalent number of consumers have no preference between wild or farmed – seen especially in Japan, as well as Germany, the Netherlands and Australia.
The survey also reveals that more information is needed to alleviate misconceptions about farmed seafood and to promote certification schemes.
