MINTEL CATEGORY INSIGHTS
Global New Products Database
Fish and Shellfish What You Need to Know Compared with older generations, younger consumers are more deeply engaged across fish and shellfish types. They’re also more likely to cite that they increased their consumption from last year because they learned how to cook meals they liked or found more varieties they like. “General health” and “quality protein” lead shoppers’ reasons for increasing fish and shellfish consumption, even when looking across generations and financial status. This positions support for healthful aging and cost-conscious meal building as generationally and financially inclusive strategies. Beyond pricing stressors, current events haven’t been kind to the food and drink industries, with particular heat on food safety now intertwining with sustainability. Supply chain and pricing transparency can soften some hesitations.
What Consumers Want and Why Expenses are top of mind for shoppers, with many worried about future rising seafood costs, and value packs lead interest in brand initiatives – even when accounting for financial health. General sensitivity when encouraging indulgence can stay in line with consumer trust. Many consumers wish they were better at cooking seafood at home and show interest in preparation suggestions. However, once that barrier is crossed, those consumers who increased their intake say that it’s because they learned how to cook meals they like. Information just isn’t useful unless it’s understood. Nearly as many consumers say that they don’t pay attention to seafood claims as those who do, but even then, they show interest in the explanations. Education on all steps of the supply chain can satisfy the needs of those who care about claims – and those who don’t.
FOR MORE INFORMATION, VISIT WWW.MINTEL.COM OR CALL 800-932-0400
Opportunities Consumers already acknowledge the nutritional benefits of fish and shellfish. Forty-six percent are increasing their fish or shellfish intake over last year for quality protein, and 45% for health reasons. The validated connections between various nutrients and well-being for all ages provide many angles for brands to position products as smart choices that support healthful aging. The mystery surrounding supply chains has always created some consumer hesitation, but given the current climate, transparency may be even more valuable to brands. Expect consumer skepticism toward evolving regulatory environments, general safety and corporations to be high. Transparency can align with consumer trust. Fish and shellfish have an air of intimidation, making guidance through at-home prep all the more rewarding. Sixty-nine percent of consumers say that fish and shellfish elevate meals, and 27% would be interested in preparation suggestions. Younger consumers are especially keen on at-home culinary exploration and readily engage in the category, making them a viable focus for brands to nudge.
12 progressivegrocer.com