Consumers’ perception of aquaculture products
Transcript of Consumers’ perception of aquaculture products
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Aquaculture products: consumers’
perception
• SEAFOODplus EU-FP6 integrated project 2004-2008
• CONSENSUS EU-FP6 coordination action 2006-2008
• DG MARE – Ernst&Young study 2007-2008
• Image et perception des produits d’origine aquatique,
Ofimer 2004, FAM 2009
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Positive attributes, accepted by all
• Availability, in terms of volume, day after
day, all year through
• Healthy food
• Helps to preserve the marine resource (yet
not always a stimulus for purchase)
• Cheaper than wild fish
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Negative attributes, accepted by all
• Stessfull environment for the fish
• Use of colorants may be excessive
• Use of antibiotics
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No consensus
• Quality, some say better taste than wild;
others not
• Some say fresher than wild, other not
– One study evidenced that the older the
consumer, the more likely to prefer wild fish
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Image of farmed fish Note: center of the graph = most positive image score
DG MARE
E&Y study
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2
3
4
5
Portugal
Sweden
Romania
Germany
UK
Italy
Czech Republic
Greece
Overall image Healthfulness
Environmental friendliness Quality
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Image of farmed fish
1 2 3 4 5 6 7
Convenience
Health
Safety
Sustainability
Sensory
Quality
Price
Animal Welfare
Belgium Norway Spain
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Perception of wild and farmed fish: HEALTH
1 2 3 4 5 6 7
Spain
Denmark
Netherlands
Belgium
Poland
Farmed fish healthy
Wild fish healthy
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Lack of knowledge
• Some still don’t know about the existence
of farmed fish
• Little awareness of farmed fish production.
Some compare with on-land production
system (henns in battery cages)
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Evaluation of whole cod fresh
Sweden
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2
3
4
5
6
7
Freshness Odour Appearence Colour Taste Texture Global
sco
re
Source Nofima (2010)
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Evaluation of whole cod fresh
France
1
2
3
4
5
6
7
Freshness Colour Appearance Texture Odour Global
sco
re
Source Nofima (2010)
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Main traits
• Farmed seafood is seafood: positive
prejudice
• No strong specific à priori. No big
difference on main attributes with wild
seafood.
• Lack of information/ knowledges of
aquaculture
• The less he/she knows the more rumours
will find their way
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Seafood consumption, kg/y/capit
0
5
10
15
20
25
30
35
40
45
1980 1985 1990 1995 2000 2005
Kg
/an
/ca
pita
France Germany Italy Spain
USA New Zealand Canada
Source FAO Food Supply (2005)
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Aquaculture: market share (volume, 2007)
0%
5%
10%
15%
20%
25%
30%
35%
40%
Hun
gary
Belgi
um
Franc
e
Mal
ta
Italy
Swed
en
Spa
in
Gre
ece
EU
Finla
nd
Ger
man
y
Polan
d
Slova
kia
Bulga
ria
Cyp
rus
Cze
ck R
epub
lic
Den
mar
k
Unite
d Kin
gdom
Rom
ania
Latvia
Slove
nia
Aus
tria
Por
tuga
l
Ireland
Lith
uania
Eston
ia
Net
herla
nds
Source Paquotte, P. unpublished estimates (2010)
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21%22%
27%
24%
14%
19%
4%
9%
19%
24%
9%
28%
19%
21%
7%
16%
6%
16%
13%
10%
36%
4%
10%
17%16%
18%
26%
EU
Spain
Franc
e Ita
ly
Uni
ted K
ingd
om
Ger
many
Net
herla
nds
Portu
gal
Polan
d
Sweden
Austri
a
Belgium
Finla
nd
Gre
ece
Irela
nd
Den
mar
k
Lithua
nia
Cze
ck R
epubl
ic
Rom
ania
Latvia
Hun
gary
Estonia
Slove
nia
Bulga
ria
Cyp
rus
Slova
kia
Mal
ta
Aquaculture: market share (volume, 2007)
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Consumption of aquaculture
products
• Seafood: great market flexibility, open to
new species (Alaska pollock, Nile perch,
Pangasius…)
• Aquaculture species come top : salmon,
shrimp, carp, pangasius
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EU 27 Seafood market (2007)
farmed shellfish
1 792 000 tonnes
13%
farmed finfish
1 489 000 tonnes
11%
farmed shellfish
1 344 000 tonnes
10%
capture shellfish
8 724 000 tonnes
66%
Source Paquotte, P. unpublished estimates (2010)
15%
43%
Farmed finfish Farmed shellfish
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The reality of consumption: France
• In France, the image is inferior to the one of wild
fish
• Main species: salmon, shrimps, mussels,
oysters, scallops, pangasius, seabass,
seabream
389 000
tonnes
55%
198 000
tonnes
14%
Farmed finfish Farmed shellfish
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• Main species: shrimps, mussels, clam shells,
salmon, pangasius, seabass, seabream, turbot
The reality of consumption: in Spain
370 000
tonnes
43%
152 000
tonnes
10%
Farmed finfish Farmed shellfish
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• Main species: salmon, shrimp, seabass,
pangasius, mussels
The reality of consumption: The UK
48 000 tonnes
28%
150 000
tonnes
12%
Farmed finfish Farmed shellfish
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The less processed, the more
protected… • 2004, publication in «science» First Global
Sampling Study Reveals Health Risks Associated with Consuming
Farm Raised Salmon + echo in the media
• The consumption of whole salmon has
dropped
• The one of portions and pre packed
products has not be impacted.
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Interest in farmed / wild relative to other information
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Batch ID
Feed used during farming
Fish welfare
Country of origin
Wild/farmed
Fed with GMO
Environmental friendly
Colorants used
Method of preparation
Health benefits
Recipes
Quality mark
Safety guarantee
Role of information
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CONCLUSIONS
• The image of seafood is positive, especially in terms of
health, and fairly consistent across OECD countries.
• The information conveyed to consumers is not
comprehensive in terms of origin: legislation in
uncomplete (restaurants) and not applied thoroughly.
• There is some confusion among European consumers
about what is farming and the exact origin (wild/farmed)
of the fish/ seafood.
• At the moment of purchase, their interest in this type of
information is relatively low.