A brand new report sponsored by the Alaska Seafood Advertising Institute (ASMI) confirmed that at-home seafood consumption has risen in the course of the COVID-19 pandemic, with many shoppers deliberately transferring away from pink meat to seafood as a more healthy kind a protein.
The report – put collectively by Datassential for ASMI – discovered that 26 % of shoppers purchased seafood for the primary time in the course of the pandemic, whereas 35 % are cooking extra seafood than they did earlier to the pandemic, with round 60 of basic shoppers sustaining their pre-pandemic ranges of seafood consumption.
“COVID-19 has dramatically elevated the quantity of seafood being consumed at house, with seafood shoppers having fun with seafood as soon as per week. Seafood shoppers are actively limiting their consumption of pink meat and most have elevated their seafood consumption in the course of the pandemic or plan to in 2021,” ASMI Home Advertising Director Megan Rider instructed SeafoodSource.
Not solely are shoppers selecting seafood, many have a choice for seafood caught within the Americas, with 1 in 5 shoppers citing wild-caught seafood from Alaska as their particular choice.
“The Alaska title is a robust buy driver, with 73 % of prosperous and 66 % of basic shoppers extra more likely to buy seafood when included (and this quantity is even greater when the Alaska Seafood emblem is included),” the Datassential report said. “The Alaska Seafood emblem improves perceptions of high quality throughout the shop, with 82 % of shoppers agreeing that seeing Alaska seafood means the shop has top quality seafood. Fifteen % of customers are prepared to pay considerably extra for seafood when accompanied by the Alaska title, and 57 % are prepared to pay barely extra.”
Topping the record of in-demand species, Rider mentioned, is Alaska salmon, from both the freezer or contemporary counter.
“The preferred seafood being consumed at house is contemporary or frozen salmon. With 99 % of the wild salmon within the U.S. harvested in Alaskan waters, shoppers can belief they’re selecting sustainable salmon once they purchase Alaska,” Rider mentioned.
She added that Datassential’s report discovered prosperous shoppers – school graduates with a family earnings above USD 100,000 (EUR 84,000) – had been extra possible to decide on wild caught salmon, as properly different Alaska species like halibut, scallops, sole, and prawns. Common shoppers – these with a family earnings under USD 100,000 (EUR 84,000) – had been extra possible to purchase frozen or canned fish.
“Nevertheless, each shopper teams are very open to frozen codecs, some mentioning that in the course of the pandemic they appreciated having a seafood choice that they might purchase prematurely,” Rider mentioned.
Datassential’s report additionally discovered that 80 % of prosperous shoppers and 61 % of basic shoppers mentioned they selected seafood as a result of it was more healthy than different proteins.
“Once we take a look at consumption developments, the info discovered that 48 % of shoppers are actively making an attempt to extend their consumption of fish and seafood whereas solely 23 % say the identical for beef. Extra curiously, once you take a look at decreased consumption developments, 26 % of shoppers are actively making an attempt to lower their consumption of beef in comparison with solely 7 % for seafood and fish,” Rider mentioned.
Rider added that seafood is now the second most popular protein after hen.
“We imagine that this shift is happening as a result of shoppers perceive the extraordinary well being advantages behind seafood and in addition choose the style of the protein as properly,” Rider mentioned.
She pointed to the truth that wild caught seafood isn’t just a robust supply of heart-healthy proteins, however can be full of nutritional vitamins, minerals, and oils.
“Many species of Alaska seafood are the best sources of naturally occurring omega-3 fatty acids like EPA and DHA which aren’t present in most different meals. Moreover, Alaska seafood gives important nutritional vitamins and vitamins, together with Vitamin B12, Vitamin D, selenium, zinc, glutamine, calcium and iron, which makes seafood a marquee alternative for protein,” Rider mentioned.
As eating places open once more and foodservice seafood consumption returns, ASMI is hoping shoppers may also preserve pandemic-level house seafood consumption. Rider mentioned ASMI’s promotions and advertising transferring ahead will focus sustaining and increasing the house consumption development.
“By way of focused ecommerce partnerships, simple and social-friendly recipe concepts, retailer promotions, foodservice innovation and choices, and collaborating with cooks and specialists, our focus is on retaining and connecting these new and experimenting seafood shoppers to Alaska seafood to transform them to lifelong prospects,” Rider mentioned.
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