EU consumers' preferences Challenges and opportunities for farmed - - PowerPoint PPT Presentation
EU consumers' preferences Challenges and opportunities for farmed freshwater products The EU Market in a snapshot (2017) A market of 500 million consumers, worth almost EUR 57 billion Per-capita household expenditure: EUR 110 (+1,9%
Challenges and
freshwater products
The EU Market in a snapshot (2017)
EUR 57 billion
(+1,9% over 2016)
How we approached the issue
face at respondents’ home
2018
States
27,734
Consumers in land-locked countries eat fish and seafood less frequently than those in countries with coastlines
Base: All respondents (N=27,734)
Consumers who prefer sea product tend to eat and buy fish and seafood more frequently, while wild/farmed preference is not relevant
Where do people buy? Mostly at supermarkets (77%)
Supermarkets need stable supply and see the role of farmed fish and seafood growing in the next decade
Base: respondents who buy fishery or aquaculture products (N=21,865)
Appearance and cost drive purchases
0% 10% 20% 30% 40% 50% 60% 70%
Easy and quick preparation Product origin Product appearance Price Brand / quality label Environmental, social or ethical impact
Wild/farmed
Prefer wild Prefer Farmed No preference wild/farmed 0% 10% 20% 30% 40% 50% 60% 70%
Easy and quick preparation Product origin Product appearance Price Brand / quality label Environmental, social or ethical impact
Sea/freshwater
From sea From freshwater No preference sea/freshwater
Base: respondents who buy fishery or aquaculture products (N=21,865) QB10 When you buy fishery and aquaculture products, which of the following aspects are the most important for you? (MAX. 3 ANSWERS)
QB8 Products from your region Products from your country Products from the European Union Products from
the European Union You don’t know where the products come from It depends
the type
product You don’t have any preference Don't know EU28 28 37 16 3 6 12 24 1 BE 16 28 33 7 14 14 17 BG 24 32 14 3 7 20 23 2 CZ 13 19 14 3 12 19 31 1 DK 24 42 18 3 4 14 23 1 DE 27 26 27 6 9 15 24 1 EE 26 34 14 2 8 15 29 IE 34 48 19 3 3 6 25 EL 47 75 15 2 2 8 7 ES 40 42 11 1 5 7 25 FR 36 49 15 1 5 8 16 1 HR 35 57 13 3 4 6 11 IT 38 48 13 3 5 12 6 CY 33 53 16 1 4 13 20 LV 26 31 10 2 8 22 20 LT 10 20 16 3 8 16 43 LU 12 19 47 4 5 16 17 1 HU 24 32 16 6 6 19 20 MT 21 55 15 1 2 9 24 NL 17 17 18 2 7 14 42 AT 28 33 23 8 8 19 18 1 PL 17 32 16 3 7 11 32 2 PT 25 55 12 1 1 18 20 1 RO 25 45 12 7 5 8 22 SI 29 48 27 2 4 9 21 SK 15 23 22 2 9 20 32 1 FI 37 62 15 5 2 9 11 1 SE 39 46 19 4 3 18 11 UK 16 22 7 1 2 9 51 1 Do you have any preference in terms
product
(MULTIPLE ANSWERS POSSIBLE) (%)
7
Local and EU is largely preferred
→Information largely used by retailers (PDO, PGI, local supply chains or traceability)
Base: respondents who buy fishery or aquaculture products (N=21,865)
Interest in voluntary information
Base: respondents who buy or eat fishery or aquaculture products (N=23,968)
Eco-labels: large development
price premium
Date of catch
production Environmental information The country where the ship that caught the product is registered EU28 76% EU28 39% EU28 30% EL 90% SE 68% EL 45% CY 88% NL 57% FR 41% FI 88% MT 48% IE 39% PT 87% AT 48% AT 39% QB15 Which of the following do you think should be mentioned on the label for all fishery and aquaculture products? (READ OUT - MULTIPLE ANSWERS POSSIBLE)
Wild or farmed?
39% aged 55+ 54% prefer sea products 48% prefer products from
38% aged 15-24 59% no preference for sea/freshwater products 36% no preference on product's origin
From the sea or freshwater?
46% aged 55+ 64% prefer sea products 51% prefer products from
43% aged 15-24 62% no preference for wild/farmed products 35% no preference on product's origin
Dislike for taste, smell, appearance is why people don't eat fish and seafood – the challenge is even bigger for farmed products
Results for 18 countries have been excluded from the analysis due to low base sizes
EU28 BG CZ DE IE HU AT RO SI SK UK You do not like the taste, the smell or the appearance of these products 49% 56% 59% 50% 64% 63% 44% 40% 62% 44% 42% They are too expensive 16% 25% 32% 11% 12% 33% 21% 15% 14% 31% 1% Because of health concerns (for example allergies or contamination by metals) 12% 15% 11% 8% 8% 3% 18% 8% 5% 9% 9% You are not used to these products 16% 21% 29% 10% 14% 24% 12% 28% 29% 24% 7% You are vegetarian or vegan 16% 7% 6% 17% 11% 3% 18% 6% 8% 8% 27% QB2 Which of the following are the main reasons why you never or almost never eat fishery or aquaculture products? (MULTIPLE ANSWERS POSSIBLE)
Possible solutions!
To sum up:
led by price and quality, not production method
fish is bought. Farmed products are likely to increase their presence in the EU market
there are strict rules on clarity, unambiguity and verifiability of information, which should not mislead the consumer → Critical size needed, which can be achieved through producer organisations
http://ec.europa.eu/commfrontoffice/publicopinion/index.cfm/surve y/getsurveydetail/instruments/special/surveyky/2206