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The neglected healthy food 
An extensive consumer study of diet, health and food choice was conducted to help industry with fish product development and marketing. The study, which was designed to satisfy gender, age and socio-economic criteria, involved both an on-line survey of over 500 consumers and twelve focus groups across England, and revealed some interesting paradoxes. For example, nearly 90% of respondents perceived white and oily fish as extremely healthy. However, the majority also regarded fish as relatively unimportant in achieving a healthy balanced diet. It also explored the reasons for low consumption of fish. These included a lack of culinary skills and other practicalities (e.g. fiddly to eat, fear of bones), the aesthetics (smell, lack of variety), and cost. Interestingly, the main exception group was the over-sixties, who enjoy and consume fish regularly, having established the habit of eating fish in childhood. Recommendations for the fish industry based on the findings include use of educational marketing campaigns, helping consumers acquire the skills to prepare fish, increasing accessibility to fishmongers to help consumers, and development of processing technologies that facilitate cost reduction while enhancing sensory appeal. The full findings were published in Consumer issues in diet and health (CCFRA R&D Report No. 238) Contact: Dr Sarah Thomas |