The National Fisheries Institute (NFI) Salmon Council is to improve salmon marketing in the US after carrying out a US$60,000 research study on salmon consumption.
Research was carried out on 500 consumers who had consumed salmon in the past 12 months, or would be open to consuming salmon, and focused on purchasing behavior, benefits motivating the purchase of salmon and consumer perceptions of the fish.
The aim was to develop a meaningful and actionable segmentation of consumers and to identify the most powerful messaging strategy based on the understanding of the market, the NFI Salmon Council told World Fishing and Aquaculture.
“This research has given the Salmon Council a clear and targeted picture of how to effectively market salmon in the US. Joint marketing efforts will focus on the messages that resonate with our key audiences. We are calling on everyone in the salmon industry to join this effort,” said Rick Speed, Council chairman.
The findings revealed that most consumers consider dinner to be the most appropriate meal occasion to serve salmon and those looking to increase salmon consumption are mostly doing so because of salmon’s health benefits, especially heart health.
It says it will share the full research, which was conducted by Copernicus Marketing, with any group who joins the Council by the end of September, which will help its members target their specific company needs. Joint marketing will begin in 2014.
NFI’s Salmon Council was set up in January 2013 to promote the fish in the US market. The Council membership represents wild-caught, farmed, domestic and imported products.
