Over half of UK consumers want to eat more seafood, according to the latest insights from Seafish, the public body supporting the nation’s £10 billion seafood industry.
The insights are taken from the ‘State of the Nation’ research which Seafish commissioned to explore the attitudes and behaviours of UK consumers regarding seafood.
The findings revealed that only one third followed the NHS public health recommendation to eat two portions of fish a week. However, over half (55%) of consumers would like to eat more seafood.
The research also uncovered some key consumer attitudes and preferences around seafood, with findings showing that that 70% of the fish buying public think that sustainability is important and that telling consumers about the specific health benefits of fish would encourage over 70% of them to eat more.
Greg Smith, Head of Marketing at Seafish, said, “The State of the Nation project contains some of our most important research to date, helping us better understand UK consumers.
“We know there’s still work to be done to get people eating more seafood, especially as two thirds of consumers aren’t following government health guidelines and eating two portions of fish a week, but it’s really encouraging to see that over half of consumers want to eat more.
“This work provides valuable insight into what really makes consumers tick when it comes to eating seafood and can be used by industry to inform ongoing initiatives, which help positively impact consumption across the supply chain.”