As the NSC followed consumers through their shopping habits, researchers took note of the species bought for home consumption – and the products that were considered but ultimately did not make it into the shopping basket. What influenced these decisions?
Bought or considered
Chinese consumer deep diveYellow croaker, grouper, mackerel, salmon, red snapper and largehead all
passed the shopping-basket test, with factors including appearance, a firm texture and tender meat with minimal small bones influencing the decision making – as did a perception that these fish offer flexibility in the kitchen.
Health was a factor once again: protein and DHA are considered good for
the skin, for example. These species are also seen as natural in their origin
and researchers note a growing preference for wild over farmed fish.
As one consumer noted: ‘I’ve started to care about whether fish is wild caught rather than farmed. I believe wild-caught fish offers better quality’
So what failed to make the cut? Both cod and hairtail were considered but ultimately not bought, with consumers viewing them as too expensive as well as too complicated to process or too big to cook.
"For my first fish, I chose salmon because it’s the first thing that comes to mind. It is very healthy and I can easily purchase it where I normally shop."
38%
... of respondents mentioned Norway as a top-of-mind producer of salmon
67%
... of respondents are aware of Norway as a producer of salmon
Shopping for salmon: a lean, clean protein machine
The majority of consumers (19 out of 24) considered salmon as a healthy choice – an association linked to higher levels of Omega-3 in sea fish versus the river fish many have grown up with.
The ocean is also seen as a cleaner environment than rivers or lakes. Then there is the lean protein image that salmon enjoys. Consumers view sea fish as a low-fat, high-protein choice that aligns with modern wellness trends.
Outside of health, our shoppers talked about a need for versatility – they appreciate fish that adapts to multiple meal preparation techniques, even though salmon is overwhelmingly eaten as sashimi.
Again, our shoppers also stressed the need for trust – a factor that translates into habitual buying and loyalty to retailers where they already shop.
One shopper summed all this up, saying: ‘For my first fish, I chose salmon because it’s the first thing that comes to mind. It is very healthy and I can easily purchase it where I normally shop’
While ‘freshness’ is clearly the big purchase driver, health holds its own appeal – and arguably also fits into freshness as a sub-category: poor freshness does not equal good health.
At the same time though, consumers do not want to compromise on taste. This is where the health benefits come together with the fattiness offered by salmon or Norwegian mackerel.