October 3, 2008
Report Shows Great Potential For Marketing Seafood To Consumers 55 And Older
By 2020, U.S. expenditures on seafood are projected to increase 6.2 percent due to numerous demographic variables such as income, age, and education. While significant research has been conducted on seafood consumption, until now little has been done in regard to the 55 and above age group. This is an exploding population with much to gain from the consumption of seafood.
The Florida Department of Agriculture and Consumer Services (FDACS) coordinated a study to identify the attitudes and preferences of this age group to eating seafood and farm-raised aquatic products. In 2007-08, this research was funded as a part of a grant from the United States Department of Agriculture, Federal-State Marketing Improvement Program. FDACS contracted with the University of Florida to conduct the research.
The research goals were: 1) to identify the attitudes and consumption behavior of consumers 55 and older for fish, shellfish, and aquaculture products; 2) to develop marketing messages that convey this information; and 3) to identify information channels to most effectively deliver these messages. The research included six focus groups and 597 completed telephone surveys in Hillsborough, Miami-Dade and Palm Beach counties in Florida. These three counties were selected due to the density (over 700,000) and the diversity of the older population as recorded by the U.S. Census Bureau. Since Florida is a melting pot of retirees and tourists from all over the country, the results of this research have the potential for national implications for the entire seafood industry.
Key Findings
During both the focus groups and telephone surveys, several key factors were identified as important to the seafood purchase decision for the 55-and-older consumer. These include freshness, health benefits, taste, texture, appearance and value in relation to price. Price was most often listed as the last consideration.
Other important marketing factors surfaced. The participants indicated terminology such as aquaculture, finfish and sustainability meant little or nothing to them. In addition, these groups had an overall negative view of processed seafood products. Their definition of processed seemed to vary. For example, some focus group participants referred to processed as either “taking the good stuff out” or “putting bad stuff in.” Only a few of the focus group respondents indicated a willingness to try unfamiliar seafood products.
A majority of the respondents consumed seafood both at and away from home. The choice of product depended on the location where it was eaten. Respondents categorized as serious fish consumers often opted to buy the seafood at independent seafood markets for home preparation.
They were asked to rate the importance on knowing where the seafood was farm-raised or caught. A follow-up question asked them to rate the importance of knowing it was farm-raised or caught in Florida. Seventy per cent indicated it was at least slightly important to know where their seafood came from. Fifty-one percent stated that knowing whether the seafood was raised or caught in Florida was slightly or very important.
The top concerns related to fish and shellfish consumption were identified by respondents to be odor, undesirable appearance, existing health issues and food safety.
To gain insight on how to reach this market effectively, respondents were asked where they received their seafood information. People said they primarily received information from the newspapers, television and magazines. Other sources of information included reading other publications, cookbooks, word of mouth, and retail staff.
When asked who influenced their decision to purchase seafood, nearly three-quarters said nobody influenced their decision. Of those who did mention being influenced, immediate family, doctors, media, friends and extended family were discussed as the main influencers. Respondents were also asked who they trusted for information about seafood. The most mentioned person trusted was the person selling the seafood. This was followed by the media, immediate family, themselves, doctors and government.
Marketing Recommendations
After analyzing the research results, University of Florida researchers made the following recommendations:
-- Emphasizing the health benefits of seafood is likely to be effective as the age group becomes increasingly more concerned about nutrition. Half of the respondents indicated they eat seafood because of nutrition and health. In addition, 36 percent indicated that promotion of health benefits would cause them to consume more seafood.
-- Focus on market penetration by targeting existing consumers over market development of new consumers.
-- Educate this segment about sustainable seafood practices and products. Though few people knew what it was prior to the survey, there appeared to be considerable interest in the product when it was explained. Additional information is needed about the costs of producing sustainable products and the consumer’s willingness to pay more.
-- Product development efforts would increase consumption. People who indicated a willingness to try new seafood products ate seafood considerably more frequently than others. This is an indication that efforts in bringing new products or forms of products to market would be rewarded with increased sales rather than just displacing current consumption. This correlates with over one hundred respondents indicating new packaging could increase consumption.
-- Increase seafood recipe and preparation brochures and other information at the point of sale in grocery stores and other outlets. A third of the respondents said that they would consume more seafood if they had knowledgeable seafood specialists who could answer their questions. They also indicated a high level of trust in the person selling the seafood. Therefore, continuing efforts to train seafood sellers to be more knowledgeable is worth investigating.
The research report,“Identifying Attitudes and Preferences of the 55+ Age Group for Seafood and Aquaculture Products,” can be downloaded from www.FL-Seafood.com. In addition, the FDACS Bureau of Seafood and Aquaculture Marketing published a consumer booklet, “Florida Seafood for the Savvy Generation,” for distribution to Florida retirement communities, the seafood industry, retailers and consumers. This free booklet can be ordered online at this web site as well.
For more information:
Phyllis McCranie
(850) 488-0163
mccranp@doacs.state.fl.us
