Alternative seafood consumer research
As the global demand for seafood increases, seafood production requires more durable and efficient forms. Alternative seafood – a small but growing industry – has the ability to play a major role in meeting the demand for global seafood, if products can appeal to consumers’ palate and purse. To better understand the consumer assumptions of alternative seafood, GFI has conducted consumer research in two global regions. The first study surveyed American consumers in 2020. The second study held in 2022 was focused on Japan, Singapore, South Korea and Thailand – four countries that are both traditional seafood consumers and regional hubs for food tech innovation.
When GFI’s US alternative seafood consumer research was published, less than 87 companies were developing alternative seafood globally.
Today, this number is exceeding 158 as manufacturers continue to embrace many opportunities that present alternative seafood. As the alternative seafood industry grows, startups and later stages have set their places on international expansion (in particular, the vast majority of the world’s traditional seafood are produced and consumed in Asia, while most of the alternative seafood is produced and consumed. Most of the alternative seafood is produced and consumed. Because they are related to the recommendation of every country’s consumer needs, preferences and motivations, because they are related to the manufacturer, because they are hoping, we hope that we hope, we hope that we hope, And other stakeholders can create and market products with high consumer appeal.
“The international alarm is growing that the consumer’s demand for seafood is beating the ability of aquatic species to recreate itself, which reduces biodiversity and threatens the feasibility of sea habitats. Even when the world’s appetite for protein is increasing, the per capita fish consumption worldwide is expected to slow down by 2030 as demand outpases are supplied in many major markets. Alternative seafood can play an important role in addressing these immediate challenges, but only when manufacturers distribute affordable products that satisfy consumers of all traditional textures and taste. ,
, Cathlin Tan, Director, Rumah Group and Foundation
Both GFI studies surveyed consumers between 18 and 65 years of age and included a soft census quota to ensure representative samples of core demographics suitable for each country (ie gender, age, area, income and ethnicity). Each survey was written and conducted in a major local language in each concerned country. Results suggest which consumer groups are interested in alternative seafood and why, provide significant insights for industry players to make better appeal to potential consumers and pursue the entire industry.
More consumer education is required in Asia and America
In all five countries, awareness about plant-based seafood as a market option is much less than other plant-based proteins. Asked which alternative proteins were the most familiar with the respondents, the plant-based seafood was continuously placed in the last place. In the US, Singapore, South Korea and Japan, the respondents were at least familiar with plant-based seafood and were most familiar with Tofu. In Thailand, only plant-based beef beef was less familiar with respondents than plant-based seafood.
Consumer appeal and intention to purchase future
In both studies, the respondents were divided into two groups-Plant-based and cultivated-and they were provided with a brief description of technology. Of the five countries, the respondents in Thailand constantly found alternative seafood the most attractive and indicated the intention of future strong purchases. In Japan, respondents were the greatest difference between the appeal of plant-based versus seafood and future purchases.
For a full and more accurate picture, these reactions should be combined with other conclusions – such as consumer familiar and product availability. For example, based on table, launching a cultivated seafood company in Japan Relatively Unexpected. However, Japanese respondents lacked the leading obstacle to consume seafood cultivated seafood and they had the lowest level of familiar with all plant-based products. Therefore, for a cultivated seafood product to succeed in Japan, more resources are needed for consumer education, emphasizing transparency.
| Japan 22 ′ | Singapore ’22 | S Korea ’22 | Thailand ’22 | Hum us ’20* | ||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Punjab | C | Punjab | C | Punjab | C | Punjab | C | Punjab | C | |
| Request | 43% | 27% | 46% | 44% | 46% | 42% | 76% | 75% | 42% | 35% |
| Future use intention | 42% | 29% | 47% | 47% | 48% | 45% | 78% | 77% | 43% | 38% |
,It is important to note that the American study was conducted two years ago and therefore do not represent the American consumer feelings in 2022. Given the growth of the plant-based and cultivated meat and seafood industry, with the increase in media attention, American consumer assumptions are most likely.
Expert input: Understand Japanese consumer
Japanese consumers have a high priority on products produced in Japan. Consumer acceptance research conducted by Japan Finance Corporation in 2021 found that 58 percent of their consumers have a clear preference for Japanese -made products in the 20s, this percentage has increased with age with age, reaching 87 percent of consumers in its 70s. In older generations, perceptions about healthy food also make several purchasing decisions, which can cut both methods for alternative proteins. Some researches suggest that Japanese consumers are attracted to alternative meat as it is less in cholesterol than traditional meat. However, traditional fish are also widely considered a healthy product, thus alternative fish are made less attractive than alternative meat. To remove the obstacle, alternative seafood products need to be given more health benefits than older generations that are already getting from fish they know. ,
, Yoshitomi Megumi Avigail, Japan Association for Cellular Agriculture
Driver of alternative seafood consumption
In all five countries, the most important feature determines whether the respondents were interested in buying alternative seafood, it was taste.
In four Asian countries, the second major driver of alternative seafood consumption after good taste was guaranteeing the guarantee of mercury and other heavy metal contamination. In the US, availability, price and ability to satisfy consumers were the second major driver after taste.
Obstacles in alternative seafood consumption
The table below lists the top three major obstacles for future consumption of plant-based and cultivated seafood in five countries. While the concern of taste was a leading obstacle in all countries, there were leading obstacles to lack of availability and the naturalness and freshness of products. In the US, the texture was one close to taste for both plant-based and cultivated seafood, while it was less important for most Asian countries, which were ridiculed to rank naturalism and freshness concerns as more prominent. The abundance of fresh seafood in four Asian countries can explain the concerns of height around freshness and naturalness. In the US – where fresh seafood has low access to fresh seafood in the country – the sensory experience of alternative seafood bears more weight than worries about freshness.
| Japan 22 ′ | Singapore ’22 | South Korea ’22 | Thailand ’22 | Hum us ’20* | ||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Punjab | C | Punjab | C | Punjab | C | Punjab | C | Punjab | C | |
| 1 | No obstruction/ Taste worry | No obstruction | Taste worry | Taste worry | Taste worry | Taste worry | Lack of availability | Taste worry | Taste worry | Taste worry |
| 2 | Availability | Lack of trust | Anxiety of naturalness | Freshness worry | Lack of availability | Lack of trust | Taste worry | Freshness worry | Lack of texture worry/ availability | Concern of texture |
| 3 | Desire to support traditional industry | Taste worry | Concern about health, availability, texture and freshness | Anxiety of naturalness | Desire to choose live or fresh seafood | Freshness worry | Anxiety of naturalness | Anxiety of naturalness | Freshness/ worry of naturalness, preparation lack of knowledge | Lack of trust/ Anxiety of naturalness |
Market Snapshot from GFI experts
- Singapuriz Fresh seafood on processed or value added seafood. Not trying to do something new was the lowest significant obstacle for responders in Singapore, which are famous for their curiosity to detect new foods and tastes.
- Government regulation can play a role in reducing the lack of confidence in cultivated seafood to South Korean consumers. In August 2022, South Korea announced that its national plan would designed a route to evaluate the safety and manufacturing processes of the cultivated meat and seafood.
- America has very little history with meat options compared to many Asian countries. Additionally, large parts of the country have limited access to fresh seafood. These factors can explain why American consumers have more importance on taste and texture parity.
- Japani Consumers are known as health conscious and location importance on products produced in Japan. This can explain the lack of trust in a new technology such as cultivated seafood. In June 2022 (after the survey was conducted), the Ministry of Health, Labor and Welfare of Japan selected a group of researchers to check for the meat and seafood protection done, indicating that the country is progressing towards developing a regulatory structure for farming proteins, which can help assure doubtful local consumers.
- Historically, many Thai Consumers have preferred to buy fish in a wet market instead of supermarkets, so that they can find “fresh” fish by looking at various characteristics (eye color, odor, etc.) – a traditional practice that is challenging to repeat with alternative seafood. However, according to a report by 2022 mintal, Thai consumers are rapidly incorporating more plant-based foods in their diet, and in 2022, 24 percent surveyed Thai consumers set the future target to switch to plant-based meat by eating animal-based meat.
Opportunities for global expansion of alternative seafood
As we work to move global food systems to feed our growing population, it is important to increase the global appeal of alternative seafood. The US and Asia Pacific Consumer Studies throw light on the need for more awareness and education around alternative seafood and the importance of developing good tasting products along with its benefits. While component optimization, sensory testing, and innovative manufacturing techniques will eventually help distribute the products taste, frequent samples and target marketing campaigns, consumers play an important role in giving positive imprint of alternative seafood flavors and generally enhancing awareness around the category.
Read Full Asia Pacific Report
For more information about consumer demographics, dietary preferences, and specific species and specific species of alternative seafood, who are interested in consuming consumers in Japan, Thailand, Singapore and South Korea, read the full Asia Pacific Report.
Courtesy of all images: Wildepe/Rachel Hekmack
Author
Marika azof
Marika Foodservice leads the work of GFI with operators, retailers and distributors to inspire and intensify its innings towards alternative proteins.
Areas of expertise: Food, retail, distribution, alternative seafood, relationship development, public speaking
