Consumer Survey Results
Consumer Survey Results Seafood Purchase Behaviors and Preferences Asian Seafood Exposition September 8, 2010
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Research Sponsor
Special thanks to:
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2
Overview
What are consumers’ seafood preferences?
What drives the purchase decision? Do consumers understand sustainability? • Surveyed 867 seafood consumers • Hong Kong and Southern Mainland China • Focused on consumer purchase behavior as well as preferences and attitudes toward seafood sustainability
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3
Key Findings
Seafood Consumer Profile
• Skews older, with higher income • Consumers in Hong Kong eat seafood more frequently • Eat seafood weekly or more often • Buy from the fish market www.perishablesgroup.com
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Key Findings Preferences • Shellfish • Live fish
Purchase Drivers • • • •
Freshness Food safety / cleanliness Family preferences Price www.perishablesgroup.com
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Key Findings - Sustainability
One-third are knowledgeable; nearly half are not More than half buy sustainable seafood A quarter recall seeing messaging Nearly half believe farm-raised is more sustainable; a quarter believe it depends on the type of seafood www.perishablesgroup.com
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Survey Results
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How often do consumers eat seafood? Consumers purchase and eat seafood frequently, most often fresh fish at home How often do you eat any type of seafood either at home or in a restaurant? Several times a year Monthly 4% 7% Every other week 7%
Weekly 28% Seafood Business Consumer Survey, August 2010
A few times a year 4%
A few times a week 49%
77% www.perishablesgroup.com
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What influences seafood purchases? When deciding what seafood items to purchase from the fish market, supermarket or other store, how important is each of the following? Freshness Food safety / cleanliness Family preferences Health / Nutrition Price Environmental friendliness Specific type of fish / seafood Specific use or recipe Country of origin / Area harvested Prepared / Pre-made
4.6 4.6 4.3 4.3 4.0 3.8 3.6 3.5 3.5 3.3
5 = Extremely Important
1 = Not Important at All
Seafood Business Consumer Survey, August 2010
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What influences seafood purchases? Food safety and freshness are most important When deciding what seafood items to purchase from the fish market, supermarket or other store, which of the following is most important to you? 36% 29%
11%
Food safety / cleanliness
Freshness
Family preferences
11%
Health / Nutrition
6%
7%
Price
Other
Seafood Business Consumer Survey, August 2010
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10
What influences restaurant purchases? When deciding what seafood items to order when at a restaurant, how important are each of the following? 5 = Extremely Important
Food safety / Cleanliness Health / Nutrition Price Environmental friendliness Fresh Today or “Special” Specific type of fish / seafood Country of origin / Area harvested Recommendation by waiter
4.5 4.2 4.0 3.7 3.7 3.6 3.4 3.2 1 = Not Important at All
Seafood Business Consumer Survey, August 2010
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What influences restaurant purchases? Food safety is most important When deciding what seafood items to order when at a restaurant, which of the following is most important to you? 61%
16%
Food safety / Cleanliness
Health / Nutrition
10%
Price
6%
8%
Fresh Today or “Special”
Other
Seafood Business Consumer Survey, August 2010
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Shopping and Usage Consumers generally shop at the fish market, and eat the seafood the same day Where do you most often buy seafood to prepare at home?
Fish market Super-market Local fish shop
44% 34% 22% How soon do you generally plan to eat it?
The same day The next day Within two days More than two days
82% 7% 10% 1%
Seafood Business Consumer Survey, August 2010
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Consumer Preferences Live or fresh seafood is preferred How do you prefer to purchase seafood to prepare at home? Packaged 2% Frozen 8%
Fresh, but not live 31%
Dried 1%
Salted 0%
Live 58%
Seafood Business Consumer Survey, August 2010
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What are the preferred species? Shrimp, scallops and prawns are favorites Fish Market, Supermarket or Other Store Shrimp
Restaurants 52%
Scallops
47%
Prawns
44%
Squid
42%
Scallops
41%
Shrimp
38%
Lobster
33%
Prawns
33% 32%
Cuttlefish
40%
Crab
Crab
40%
Squid
Yellow croaker
39%
Grouper
Hair tails
38%
Cuttlefish
30% 28% 26%
Perch
28%
Abalone
22%
Grouper
27%
Sea cucumber
22%
Seafood Business Consumer Survey, August 2010
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Why are these the preferred species? Family preferences, flavor and price drive preferences Fish Market, Supermarket or Other Store Family preference
66%
Taste / Flavor
55%
Price Health benefits
40%
28%
I always purchase these types
28%
Recipes / Usage
27%
Availability Quality / Appearance
Restaurants
25% 22%
Taste / Flavor
66%
Price / on special
45%
Quality / Appearance
38%
Recommendation from friend or family
Health benefits
33% 28%
Recommendation from waiter
21%
Availability
20%
Seafood Business Consumer Survey, August 2010
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Planned versus Unplanned Purchases Half of purchases are planned When you purchase seafood from the fish market, supermarket or other store, do you generally know what type of seafood you will purchase before entering the store or market? I’m not sure 31% Yes 53%
No 16% Seafood Business Consumer Survey, August 2010
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How do consumers make their selections? Purchases are based on freshness and price How do you decide what type of seafood to purchase? 85% 63%
52% 28% 17%
Freshness
Price
Appearance / Quality
Availability
Recommendation from seller / market
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What would change their minds? Consumers will trade based on freshness or price What would make you purchase a type of seafood other than what you had planned to purchase? 70% 52% 39%
23%
Freshness
Price
Appearance / Recommendation Quality from seller / market
22%
Availability
Seafood Business Consumer Survey, August 2010
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What motivates trial? Price and recommendations encourage trial Fish Market, Supermarket or Other Store
Restaurants
Price / on special
55%
Price / on special
57%
Recommendation from friend or family
54%
Recommendation from friend or family
53%
Appearance / Quality
41%
Recommendation from seller / retailer
39%
Other
47%
Quality / Appearance
Recipe / Usage I don’t like to try new types of fish
Recommendation from waiter
40%
30% 2% 0%
I don’t like to try new types of fish Other
3%
0%
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Recipes and Preparation Family and friends, television and the internet are top sources for recipes Where do you get ideas for recipes or new ways to prepare seafood? 61%
59% 51%
39% 26% 15% 3%
Family and friends
Television / Cooking shows
Internet
Magazines
Newspaper
Retailer
I have not tried any new recipes
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Sustainability
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Knowledge of Sustainability Almost a third of consumers believe they are knowledgeable about sustainable seafood production; nearly half do not How would you describe your knowledge of sustainable seafood production? Don’t know at all 22%
Completely knowledgeable 8%
29%
Knowledgeable 21%
43% I know a little 21%
Somewhat knowledgeable 29%
Seafood Business Consumer Survey, August 2010
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Defining sustainability among consumers Certain conditions may apply to selling or labeling seafood as “sustainable.” Please answer if you agree with the statements. To be marketed as “sustainable”, the seafood item must be:
Farmed in a manner that does not harm the environment Does not risk the species’ future Labeled with a logo that validates the claim Catch methods that do not risk damage to other species Antibiotic Free Certified Organic Minimal food miles/low carbon footprint Fish or shellfish that is farmed Dolphin safe Fish or shellfish that is wild Antibiotics Added
77% 73% 72% 71% 70% 69% 65% 62% 57% 56% 29%
Seafood Business Consumer Survey, August 2010
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Responding to Reality If „sustainable seafood‟ is defined as fish that is caught in a way that does not risk the species‟ future or oceans, or farmed fish that is farmed in a way that does not harm the environment, which of the following statements best describes you?
58%
37%
21%
21% 9%
12%
I regularly look for I sometimes look I am more I rarely or never Don’t Know / I and purchase for and purchase concerned with purchase don’t really think sustainable sustainable price, so I only sustainable about sustainable seafood seafood purchase seafood seafood sustainable seafood “on sale” Seafood Business Consumer Survey, August 2010
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Sustainability Message Recall One-quarter recall seeing sustainability messaging Do you recall seeing any type of labels or messages that identify seafood as sustainable either at a restaurant or at a fish market or supermarket? Yes 25%
I’m not sure 34%
No 41% Seafood Business Consumer Survey, August 2010
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Specific Sustainable Messages—Top 5 Answers Most recalled seeing eco-labels or sustainability certifications 53%
50% 39%
Eco-label
Sustainability certification
35%
35%
Area harvested / Method of Wild-caught vs. Country of origin harvest (troll, net, Farm-raised set line, etc.)
Seafood Business Consumer Survey, August 2010
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27
Specific Sustainable Messages—Top 5 Answers Almost half believe farm-raised in more sustainable than wild-caught Do you believe that wild-caught seafood or farmraised seafood is more sustainable? I’m not sure 13% It depends on whether it has an eco-label 6%
It depends on the type of seafood 25%
Wild-caught fish is more sustainable 15%
Farm-raised fish is more sustainable 42%
Seafood Business Consumer Survey, August 2010
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Demographic Profile
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Demographic Profile About half have children in the home How many children under 18 do you have living in the home? 2 or more children 10%
1 child 37%
No children 52%
Seafood Business Consumer Survey, August 2010
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Demographic Profile About half live in households with three or more adults How many adults 18 and older do you have living in the home? 4 or more adults 22%
3 adults 26%
1 adult 13%
2 adults 39%
Seafood Business Consumer Survey, August 2010
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Demographic Profile Half of respondents attained higher levels of education What level of education have you completed? Primary or Secondary (F1 Decline to below to F4) 1% answer 3% 2%
Completed secondary (F5) 19%
Tertiary (nondegree)/degre e or above 52%
Matriculation 22%
Seafood Business Consumer Survey, August 2010
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Demographic Profile Respondents represented all income levels What is your household income range? Decline to answer HK$50,000 or 8%
above 16%
HK$10,000 or below 6% HK$10,000 – HK$20,000 19%
HK$40,000 – HK$50,000 16% HK$30,000 – HK$40,000 16%
HK$20,000 – HK$30,000 19%
Seafood Business Consumer Survey, August 2010
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Demographic Profile Although consumers of all ages were surveyed, respondents skewed somewhat younger What is your age range? 55-64 1% 45-54 8%
65 or older Decline to answer 0% 1%
24 or younger 17%
35-44 23%
25-34 49% Seafood Business Consumer Survey, August 2010
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Demographic Profile Slightly more than half of respondents are female What is your gender?
Male 44% Female 56%
Seafood Business Consumer Survey, August 2010
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Responses by Demographic Groups
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Responses by Region When deciding what seafood items to purchase from the fish market, supermarket or other store, which of the following is most important to you?
Hong Kong
Southern Mainland China
45%
28%
Food safety / cleanliness
25%
34%
Freshness
Family preferences
8%
14%
6%
15%
Health / Nutrition
8%
8%
4% 6%
Price
Other
Seafood Business Consumer Survey, August 2010
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Responses by Region Where do you most often buy seafood to prepare at home? 23% 45%
30% 14% 41%
48%
Southern Mainland China
Hong Kong
Fish market
Local fish shop
Supermarket
Seafood Business Consumer Survey, August 2010
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Responses by Region What types of seafood do you most often purchase from the fish market, supermarket or other store? 64%
58%
58% 41%
44%
40% 40% 37%
53% 40% 41% 40% 40%
39%
37%
39%
30% 17% 19%
16%
Southern Mainland China
Hong Kong
Shrimp
Scallops
Prawns
Squid
Cuttlefish
Crab
Yellow croaker
Hair tails
Perch
Grouper
Seafood Business Consumer Survey, August 2010
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Responses by Region When purchasing seafood from the fish market, supermarket or other store, what would make you purchase a new type of seafood you have not tried before?
61%
49%
61% 39%
47%
35%
44%
30%
29%
Southern Mainland China Price / on special Appearance / Quality Recipe / Usage
42%
Hong Kong Recommendation from friend or family Recommendation from seller / retailer
Seafood Business Consumer Survey, August 2010
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Responses by Region Where do you get ideas for recipes or new ways to prepare seafood?
68% 54%
64%
59%
54% 43%
49% 33%
29% 19%
19%
11%
Southern Mainland China Family and friends
Television / Cooking shows
Hong Kong Internet
Magazines
Newspaper
Retailer
Seafood Business Consumer Survey, August 2010
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Responses by Usage How would you describe your knowledge of sustainable seafood production?
19%
23%
16%
28%
22%
29%
29% 31%
37%
27%
26%
11% Heavy Users Completely knowledgeable I know a little
20% 5%
25%
Medium Users Knowledgeable Don’t know at all
15%
11% 4%
Light Users Somewhat knowledgeable
Seafood Business Consumer Survey, August 2010
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Responses by Usage Do you recall seeing any type of labels or messages that identify seafood as sustainable either at a restaurant or at a fish market or supermarket? 31%
34%
38%
38%
43%
45%
30%
23%
18%
Heavy Users
Medium Users
Light Users
Yes
No
I’m not sure
Seafood Business Consumer Survey, August 2010
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Responses by Preferred Purchase Location How do you prefer to purchase seafood to prepare at home?
7% 15%
5% 30%
30%
33% 66%
61%
Fish Market Shoppers
Live
45%
Local Fish Shop Customers Supermarket Shoppers
Fresh, but not live
Frozen
Other
Seafood Business Consumer Survey, August 2010
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Responses by Age How often do you eat any type of seafood (fish or shellfish) either at home or in a restaurant?
10% 7% 28%
7% 7%
8% 7%
7% 7%
18%
28%
33%
27%
27%
82%
71% 43%
50%
49%
53%
55%
24 or younger
25-34
35-44
45-54
55-64
A few times a week
Weekly
Every other week
Monthly
Several times a year
A few times a year
Seafood Business Consumer Survey, August 2010
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Responses by Income How often do you eat any type of seafood (fish or shellfish) either at home or in a restaurant? 5% 6% 9% 7%
15% 6% 15% 9%
34%
7% 7%
7%
28%
35%
51%
55%
53%
HK$20,000 – HK$30,000
HK$30,000 – HK$40,000
HK$40,000 – HK$50,000
9% 7%
26%
22%
86%
25%
55% 39%
30%
HK$10,000 or below
HK$10,000 – HK$20,000
A few times a week
Weekly
Every other week
Monthly
Several times a year
64%
HK$50,000 or above
A few times a year
Seafood Business Consumer Survey, August 2010
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Responses by Income How would you describe your knowledge of sustainable seafood production? How would you describe your knowledge of sustainable seafood production? 25% 9%
25%
27%
28% 26%
36%
27%
15%
16%
13%
19%
21%
35%
25%
19%
29%
30%
7%
12%
13%
HK$30,000 – HK$40,000
HK$40,000 – HK$50,000
HK$50,000 or above
25% 27% 24%
11%
11%
16% 5%
HK$10,000 or below
HK$10,000 – HK$20,000
HK$20,000 – HK$30,000
Completely knowledgeable
20%
Knowledgeable
Somewhat knowledgeable
I know a little
Don’t know at all
Seafood Business Consumer Survey, August 2010
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47
Responses by Education If „sustainable seafood‟ is defined as fish that is caught in a way that does not risk the species‟ future or oceans, or farmed fish that is farmed in a way that does not harm the environment, which of the following statements best describes you? Secondary (F1 to F4) Completed secondary (F5)
11%
25%
18%
Matriculation
22%
Tertiary (non-degree)/degree or above
21%
25% 31%
21% 25%
39% 39%
18% 13%
21% 19%
13% 8%
8%
9% 13%
I regularly look for and purchase sustainable seafood I sometimes look for and purchase sustainable seafood I am more concerned with price, so I only purchase sustainable seafood “on sale” I rarely or never purchase sustainable seafood
Don’t Know / I don’t really think about sustainable seafood Seafood Business Consumer Survey, August 2010
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Summary
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Who is the Seafood Consumer?
Somewhat older, with higher income
Hong Kong Frequent consumers Buy from fish markets Prefer shellfish www.perishablesgroup.com
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What is Important to the Seafood Consumer?
Food Safety / Cleanliness Freshness Price Sustainability www.perishablesgroup.com
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What Does it Mean? Freshness is key • Markets, and especially supermarkets, must emphasize freshness
Food safety is a must • Consumers must believe the seafood in their markets and restaurants in safe and clean
Sustainability concerns are growing • May be beneficial to promote sustainability claims where possible
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52
Questions?
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Research Sponsor
Special thanks to:
www.perishablesgroup.com
2
Overview
What are consumers’ seafood preferences?
What drives the purchase decision? Do consumers understand sustainability? • Surveyed 867 seafood consumers • Hong Kong and Southern Mainland China • Focused on consumer purchase behavior as well as preferences and attitudes toward seafood sustainability
www.perishablesgroup.com
3
Key Findings
Seafood Consumer Profile
• Skews older, with higher income • Consumers in Hong Kong eat seafood more frequently • Eat seafood weekly or more often • Buy from the fish market www.perishablesgroup.com
4
Key Findings Preferences • Shellfish • Live fish
Purchase Drivers • • • •
Freshness Food safety / cleanliness Family preferences Price www.perishablesgroup.com
5
Key Findings - Sustainability
One-third are knowledgeable; nearly half are not More than half buy sustainable seafood A quarter recall seeing messaging Nearly half believe farm-raised is more sustainable; a quarter believe it depends on the type of seafood www.perishablesgroup.com
6
Survey Results
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How often do consumers eat seafood? Consumers purchase and eat seafood frequently, most often fresh fish at home How often do you eat any type of seafood either at home or in a restaurant? Several times a year Monthly 4% 7% Every other week 7%
Weekly 28% Seafood Business Consumer Survey, August 2010
A few times a year 4%
A few times a week 49%
77% www.perishablesgroup.com
8
What influences seafood purchases? When deciding what seafood items to purchase from the fish market, supermarket or other store, how important is each of the following? Freshness Food safety / cleanliness Family preferences Health / Nutrition Price Environmental friendliness Specific type of fish / seafood Specific use or recipe Country of origin / Area harvested Prepared / Pre-made
4.6 4.6 4.3 4.3 4.0 3.8 3.6 3.5 3.5 3.3
5 = Extremely Important
1 = Not Important at All
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
9
What influences seafood purchases? Food safety and freshness are most important When deciding what seafood items to purchase from the fish market, supermarket or other store, which of the following is most important to you? 36% 29%
11%
Food safety / cleanliness
Freshness
Family preferences
11%
Health / Nutrition
6%
7%
Price
Other
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
10
What influences restaurant purchases? When deciding what seafood items to order when at a restaurant, how important are each of the following? 5 = Extremely Important
Food safety / Cleanliness Health / Nutrition Price Environmental friendliness Fresh Today or “Special” Specific type of fish / seafood Country of origin / Area harvested Recommendation by waiter
4.5 4.2 4.0 3.7 3.7 3.6 3.4 3.2 1 = Not Important at All
Seafood Business Consumer Survey, August 2010
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11
What influences restaurant purchases? Food safety is most important When deciding what seafood items to order when at a restaurant, which of the following is most important to you? 61%
16%
Food safety / Cleanliness
Health / Nutrition
10%
Price
6%
8%
Fresh Today or “Special”
Other
Seafood Business Consumer Survey, August 2010
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12
Shopping and Usage Consumers generally shop at the fish market, and eat the seafood the same day Where do you most often buy seafood to prepare at home?
Fish market Super-market Local fish shop
44% 34% 22% How soon do you generally plan to eat it?
The same day The next day Within two days More than two days
82% 7% 10% 1%
Seafood Business Consumer Survey, August 2010
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13
Consumer Preferences Live or fresh seafood is preferred How do you prefer to purchase seafood to prepare at home? Packaged 2% Frozen 8%
Fresh, but not live 31%
Dried 1%
Salted 0%
Live 58%
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
14
What are the preferred species? Shrimp, scallops and prawns are favorites Fish Market, Supermarket or Other Store Shrimp
Restaurants 52%
Scallops
47%
Prawns
44%
Squid
42%
Scallops
41%
Shrimp
38%
Lobster
33%
Prawns
33% 32%
Cuttlefish
40%
Crab
Crab
40%
Squid
Yellow croaker
39%
Grouper
Hair tails
38%
Cuttlefish
30% 28% 26%
Perch
28%
Abalone
22%
Grouper
27%
Sea cucumber
22%
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
15
Why are these the preferred species? Family preferences, flavor and price drive preferences Fish Market, Supermarket or Other Store Family preference
66%
Taste / Flavor
55%
Price Health benefits
40%
28%
I always purchase these types
28%
Recipes / Usage
27%
Availability Quality / Appearance
Restaurants
25% 22%
Taste / Flavor
66%
Price / on special
45%
Quality / Appearance
38%
Recommendation from friend or family
Health benefits
33% 28%
Recommendation from waiter
21%
Availability
20%
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
16
Planned versus Unplanned Purchases Half of purchases are planned When you purchase seafood from the fish market, supermarket or other store, do you generally know what type of seafood you will purchase before entering the store or market? I’m not sure 31% Yes 53%
No 16% Seafood Business Consumer Survey, August 2010
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17
How do consumers make their selections? Purchases are based on freshness and price How do you decide what type of seafood to purchase? 85% 63%
52% 28% 17%
Freshness
Price
Appearance / Quality
Availability
Recommendation from seller / market
www.perishablesgroup.com
18
What would change their minds? Consumers will trade based on freshness or price What would make you purchase a type of seafood other than what you had planned to purchase? 70% 52% 39%
23%
Freshness
Price
Appearance / Recommendation Quality from seller / market
22%
Availability
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
19
What motivates trial? Price and recommendations encourage trial Fish Market, Supermarket or Other Store
Restaurants
Price / on special
55%
Price / on special
57%
Recommendation from friend or family
54%
Recommendation from friend or family
53%
Appearance / Quality
41%
Recommendation from seller / retailer
39%
Other
47%
Quality / Appearance
Recipe / Usage I don’t like to try new types of fish
Recommendation from waiter
40%
30% 2% 0%
I don’t like to try new types of fish Other
3%
0%
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20
Recipes and Preparation Family and friends, television and the internet are top sources for recipes Where do you get ideas for recipes or new ways to prepare seafood? 61%
59% 51%
39% 26% 15% 3%
Family and friends
Television / Cooking shows
Internet
Magazines
Newspaper
Retailer
I have not tried any new recipes
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21
Sustainability
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Knowledge of Sustainability Almost a third of consumers believe they are knowledgeable about sustainable seafood production; nearly half do not How would you describe your knowledge of sustainable seafood production? Don’t know at all 22%
Completely knowledgeable 8%
29%
Knowledgeable 21%
43% I know a little 21%
Somewhat knowledgeable 29%
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
23
Defining sustainability among consumers Certain conditions may apply to selling or labeling seafood as “sustainable.” Please answer if you agree with the statements. To be marketed as “sustainable”, the seafood item must be:
Farmed in a manner that does not harm the environment Does not risk the species’ future Labeled with a logo that validates the claim Catch methods that do not risk damage to other species Antibiotic Free Certified Organic Minimal food miles/low carbon footprint Fish or shellfish that is farmed Dolphin safe Fish or shellfish that is wild Antibiotics Added
77% 73% 72% 71% 70% 69% 65% 62% 57% 56% 29%
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
24
Responding to Reality If „sustainable seafood‟ is defined as fish that is caught in a way that does not risk the species‟ future or oceans, or farmed fish that is farmed in a way that does not harm the environment, which of the following statements best describes you?
58%
37%
21%
21% 9%
12%
I regularly look for I sometimes look I am more I rarely or never Don’t Know / I and purchase for and purchase concerned with purchase don’t really think sustainable sustainable price, so I only sustainable about sustainable seafood seafood purchase seafood seafood sustainable seafood “on sale” Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
25
Sustainability Message Recall One-quarter recall seeing sustainability messaging Do you recall seeing any type of labels or messages that identify seafood as sustainable either at a restaurant or at a fish market or supermarket? Yes 25%
I’m not sure 34%
No 41% Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
26
Specific Sustainable Messages—Top 5 Answers Most recalled seeing eco-labels or sustainability certifications 53%
50% 39%
Eco-label
Sustainability certification
35%
35%
Area harvested / Method of Wild-caught vs. Country of origin harvest (troll, net, Farm-raised set line, etc.)
Seafood Business Consumer Survey, August 2010
www.perishablesgroup.com
27
Specific Sustainable Messages—Top 5 Answers Almost half believe farm-raised in more sustainable than wild-caught Do you believe that wild-caught seafood or farmraised seafood is more sustainable? I’m not sure 13% It depends on whether it has an eco-label 6%
It depends on the type of seafood 25%
Wild-caught fish is more sustainable 15%
Farm-raised fish is more sustainable 42%
Seafood Business Consumer Survey, August 2010
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Demographic Profile
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Demographic Profile About half have children in the home How many children under 18 do you have living in the home? 2 or more children 10%
1 child 37%
No children 52%
Seafood Business Consumer Survey, August 2010
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Demographic Profile About half live in households with three or more adults How many adults 18 and older do you have living in the home? 4 or more adults 22%
3 adults 26%
1 adult 13%
2 adults 39%
Seafood Business Consumer Survey, August 2010
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Demographic Profile Half of respondents attained higher levels of education What level of education have you completed? Primary or Secondary (F1 Decline to below to F4) 1% answer 3% 2%
Completed secondary (F5) 19%
Tertiary (nondegree)/degre e or above 52%
Matriculation 22%
Seafood Business Consumer Survey, August 2010
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Demographic Profile Respondents represented all income levels What is your household income range? Decline to answer HK$50,000 or 8%
above 16%
HK$10,000 or below 6% HK$10,000 – HK$20,000 19%
HK$40,000 – HK$50,000 16% HK$30,000 – HK$40,000 16%
HK$20,000 – HK$30,000 19%
Seafood Business Consumer Survey, August 2010
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Demographic Profile Although consumers of all ages were surveyed, respondents skewed somewhat younger What is your age range? 55-64 1% 45-54 8%
65 or older Decline to answer 0% 1%
24 or younger 17%
35-44 23%
25-34 49% Seafood Business Consumer Survey, August 2010
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Demographic Profile Slightly more than half of respondents are female What is your gender?
Male 44% Female 56%
Seafood Business Consumer Survey, August 2010
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Responses by Demographic Groups
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Responses by Region When deciding what seafood items to purchase from the fish market, supermarket or other store, which of the following is most important to you?
Hong Kong
Southern Mainland China
45%
28%
Food safety / cleanliness
25%
34%
Freshness
Family preferences
8%
14%
6%
15%
Health / Nutrition
8%
8%
4% 6%
Price
Other
Seafood Business Consumer Survey, August 2010
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Responses by Region Where do you most often buy seafood to prepare at home? 23% 45%
30% 14% 41%
48%
Southern Mainland China
Hong Kong
Fish market
Local fish shop
Supermarket
Seafood Business Consumer Survey, August 2010
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Responses by Region What types of seafood do you most often purchase from the fish market, supermarket or other store? 64%
58%
58% 41%
44%
40% 40% 37%
53% 40% 41% 40% 40%
39%
37%
39%
30% 17% 19%
16%
Southern Mainland China
Hong Kong
Shrimp
Scallops
Prawns
Squid
Cuttlefish
Crab
Yellow croaker
Hair tails
Perch
Grouper
Seafood Business Consumer Survey, August 2010
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Responses by Region When purchasing seafood from the fish market, supermarket or other store, what would make you purchase a new type of seafood you have not tried before?
61%
49%
61% 39%
47%
35%
44%
30%
29%
Southern Mainland China Price / on special Appearance / Quality Recipe / Usage
42%
Hong Kong Recommendation from friend or family Recommendation from seller / retailer
Seafood Business Consumer Survey, August 2010
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Responses by Region Where do you get ideas for recipes or new ways to prepare seafood?
68% 54%
64%
59%
54% 43%
49% 33%
29% 19%
19%
11%
Southern Mainland China Family and friends
Television / Cooking shows
Hong Kong Internet
Magazines
Newspaper
Retailer
Seafood Business Consumer Survey, August 2010
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Responses by Usage How would you describe your knowledge of sustainable seafood production?
19%
23%
16%
28%
22%
29%
29% 31%
37%
27%
26%
11% Heavy Users Completely knowledgeable I know a little
20% 5%
25%
Medium Users Knowledgeable Don’t know at all
15%
11% 4%
Light Users Somewhat knowledgeable
Seafood Business Consumer Survey, August 2010
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Responses by Usage Do you recall seeing any type of labels or messages that identify seafood as sustainable either at a restaurant or at a fish market or supermarket? 31%
34%
38%
38%
43%
45%
30%
23%
18%
Heavy Users
Medium Users
Light Users
Yes
No
I’m not sure
Seafood Business Consumer Survey, August 2010
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Responses by Preferred Purchase Location How do you prefer to purchase seafood to prepare at home?
7% 15%
5% 30%
30%
33% 66%
61%
Fish Market Shoppers
Live
45%
Local Fish Shop Customers Supermarket Shoppers
Fresh, but not live
Frozen
Other
Seafood Business Consumer Survey, August 2010
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Responses by Age How often do you eat any type of seafood (fish or shellfish) either at home or in a restaurant?
10% 7% 28%
7% 7%
8% 7%
7% 7%
18%
28%
33%
27%
27%
82%
71% 43%
50%
49%
53%
55%
24 or younger
25-34
35-44
45-54
55-64
A few times a week
Weekly
Every other week
Monthly
Several times a year
A few times a year
Seafood Business Consumer Survey, August 2010
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Responses by Income How often do you eat any type of seafood (fish or shellfish) either at home or in a restaurant? 5% 6% 9% 7%
15% 6% 15% 9%
34%
7% 7%
7%
28%
35%
51%
55%
53%
HK$20,000 – HK$30,000
HK$30,000 – HK$40,000
HK$40,000 – HK$50,000
9% 7%
26%
22%
86%
25%
55% 39%
30%
HK$10,000 or below
HK$10,000 – HK$20,000
A few times a week
Weekly
Every other week
Monthly
Several times a year
64%
HK$50,000 or above
A few times a year
Seafood Business Consumer Survey, August 2010
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Responses by Income How would you describe your knowledge of sustainable seafood production? How would you describe your knowledge of sustainable seafood production? 25% 9%
25%
27%
28% 26%
36%
27%
15%
16%
13%
19%
21%
35%
25%
19%
29%
30%
7%
12%
13%
HK$30,000 – HK$40,000
HK$40,000 – HK$50,000
HK$50,000 or above
25% 27% 24%
11%
11%
16% 5%
HK$10,000 or below
HK$10,000 – HK$20,000
HK$20,000 – HK$30,000
Completely knowledgeable
20%
Knowledgeable
Somewhat knowledgeable
I know a little
Don’t know at all
Seafood Business Consumer Survey, August 2010
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Responses by Education If „sustainable seafood‟ is defined as fish that is caught in a way that does not risk the species‟ future or oceans, or farmed fish that is farmed in a way that does not harm the environment, which of the following statements best describes you? Secondary (F1 to F4) Completed secondary (F5)
11%
25%
18%
Matriculation
22%
Tertiary (non-degree)/degree or above
21%
25% 31%
21% 25%
39% 39%
18% 13%
21% 19%
13% 8%
8%
9% 13%
I regularly look for and purchase sustainable seafood I sometimes look for and purchase sustainable seafood I am more concerned with price, so I only purchase sustainable seafood “on sale” I rarely or never purchase sustainable seafood
Don’t Know / I don’t really think about sustainable seafood Seafood Business Consumer Survey, August 2010
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Summary
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Who is the Seafood Consumer?
Somewhat older, with higher income
Hong Kong Frequent consumers Buy from fish markets Prefer shellfish www.perishablesgroup.com
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What is Important to the Seafood Consumer?
Food Safety / Cleanliness Freshness Price Sustainability www.perishablesgroup.com
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What Does it Mean? Freshness is key • Markets, and especially supermarkets, must emphasize freshness
Food safety is a must • Consumers must believe the seafood in their markets and restaurants in safe and clean
Sustainability concerns are growing • May be beneficial to promote sustainability claims where possible
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Questions?
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