Using consumer profiles to increase the U.S. market for seafood: implications for aquaculture

Abstract

A turnaround in U.S. seafood marketing occurred in the late 1980's. Per capita consumption declined following 1987 and prices weakened. Worsening market conditions led the Southeast and Northeast Regional Aquaculture Centers to undertake market studies. This study's early-1988 “baseline” results correspond within a few months of the peaking of consumer seafood demand in 1987. Cluster analysis characterized 5 distinct consumer profiles. The two most favorable profiles toward seafood were differentiated by alternative views of fish pricing: one group found fish inexpensive, the other, expensive. Another profile was identified by its dislike of sensory characteristics such as “boniness” and difficulty of preparation. The broad characterization that fish were nutritious and healthy was shared by 4 of the 5 consumer profiles, and represents a major marketing advantage for aquaculture producers. Frequent purchase behavior was shown to be critically important to sales of seafood, both for at-home and restaurant consumption. Patterns of frequent purchase differed by inland versus coastal regions. Logit regression analysis suggested that aquaculturalists target specific consumer profiles by recognizing unique characteristics of consumers, including income level, family size and presence of children, seasonality preferences, and other demographic factors. Consumer concerns about availability of fish and seafood indicate that supplying multiple species would likely be a marketing advantage. The study suggests that aquaculture firms will increasingly need to offset the widespread perception that fish have become “expensive” by highlighting nutritional value and other value-added attributes such as freshness, availability and quality.