According to new Circana research, 83% of seafood customers purchased more or the same amount of fish compared to last year. Health, convenience, cravings and experimentation are driving this demand, as is a focus on sustainability. And those who are concerned about sustainability seek out Alaska-sourced products, with 73% more likely to be influenced by Alaska sourcing and 66% more likely to be influenced by the Alaska Seafood logo, Circana’s research found.
Still, seafood consumption is much higher in other countries. In the U.S., a small share of consumers (10%) buys a large share (42%) of seafood, leaving significant room for growth. This may be linked, in part, to a common consumer misconception that seafood is difficult to cook. But in reality, those who purchase seafood say it is quick and easy to cook. For grocers, this is an opportunity to educate consumers and reel in meat eaters and younger consumers who overlook fish as a protein source, said Chris Dubois, senior vice president of Circana’s Protein Practice.
“To get customers to go down a new aisle or to a new department, like seafood, is a big deal,” DuBois said. “You’re asking people to change their behavior in very meaningful ways.”
Below, DuBois shares three strategies grocers and seafood buyers can employ to encourage new consumers to try seafood.
1. Catch the Consumer with an Educational In-Store Experience
The in-store experience is a key marketing touchpoint for reaching shoppers who don’t regularly buy seafood. DuBois suggests using signage and videos to paint a full picture.
“Put yourself in the consumer’s shoes,” he said. “You walk up to a seafood case, and there’s no one to help you and not a lot of signage to describe the array of fish fillets before you. They’re all white, and they all have very different price points. You may just keep on walking to the familiar meat counter.”
Grocers can use visual aids like a chart explaining different fish species, a short-form video that discusses sustainability and sourcing or a QR code that leads to a recipe for a marinade or sauce made with items found in the seafood department.
Highlighting Alaska sourcing and branding could also reel in customers using simple cues such as sustainability badges, the Alaska logo and wild-caught seafood labels. These tactics inform and may even impact buying habits, encouraging consumers to stray outside of their comfort zone and build confidence in the kitchen.
2. Reel In Shoppers with Ready-to-Eat Items
To make the lift easier for consumers, retailers and seafood buyers must also think beyond the fresh seafood case. Ready-to-eat items are both craveable and affordable, making them a great entry point for those looking to test the waters.
Sushi, for example, is one of the fastest growing categories, accounting for a $2.9 billion industry annually, DuBois said. Driving these sales is a health halo around sushi and interest from Gen Z, who buy twice as much sushi as the average U.S. household.
“Sushi is the tell-tale example of how to market seafood long-term,” DuBois said. We can’t just put cold fish on ice in the seafood case and let people figure out how to cook it. Making it easier for people to buy is a big deal.”
Prepared foods like sandwiches, ready-to-eat entrées or nuggets also have great growth potential, with the category growing by double digits. Canned and frozen seafood, too, should not be overlooked. Shelf-stable seafood has morphed into a convenience and gourmet option with health benefits all rolled into one convenient, tinned package.
“People want to and will eat seafood,” DuBois said. “You just have to make it easy for them.”
3. Appeal to a New Generation of Seafood Consumers
In addition to creating educational marketing materials and providing accessible entry points, grocers can also invest in a new generation of seafood lovers by appealing to the sensibilities of younger generations.
Sustainability is also extremely important when selling seafood, particularly to families with kids who place more value on Alaska sourcing and branding. Circana research finds that 59% of seafood buyers say sustainability or certification is important, and 57% are more likely to purchase seafood sourced from Alaska because they believe it’s safer (74%), wild-caught (59%) and fresh (43%).
“People want to know where their food comes from,” DuBois said. “There is sort of an understanding that if it's from Alaska, that means it's sustainable.”
Still, consumers are unlikely to stray from their usual path in the grocery store — and the proteins they’re accustomed to. In the U.S., people have tripled their chicken consumption over the past 60 years, and even as beef prices soar, volumes continue to rise.
For DuBois, it’s not a matter of replacing one protein source with another, but one of addition.
“It's less about seafood versus other proteins than it is just trying to get customers to make one more purchase, get one meal squared away and become more comfortable with the cooking environment becomes a big deal,” he said.
DuBois noted that salmon and cod tend to be common entry points. Fish, like other protein sources, can be customized and cooked to suit young consumers’ tastes and craving.
“Chicken doesn't have to be the only thing that comes in nuggets,” DuBois said. “Fish could do that, too.”
To hook new seafood consumers, the right lure is crucial. The Alaska Seafood Marketing Institute (ASMI) has the tools and resources to make it easy for you to build successful promotions. Learn more.
