reLAKSation 63.
Seafood
Weak!!: There is a
train of thought that believes that to increase seafood
consumption, it is easier to convince existing consumers to eat
more than to persuade those who do not eat any seafood to eat
even a small amount. The hurdle for increased consumption is
greater for non-consumers than those who already include seafood
in their diet. It is therefore not surprising that the main aim
of National Seafood Week, which runs in the UK until 11th
October is to convince consumers to be more adventurous when it
comes to eating seafood. This means that this promotion is
clearly aimed at the section of public, who already consumes
seafood.
Over 70% of
seafood sales are now made up of ‘old favourites’ like
cod, haddock, plaice, salmon and prawns. Research from Seafish
suggests that 90% of the UK of the population are not even aware
that they could choose from over 100 different varieties of
seafood. Seafish would like more consumers to try these different
types of seafood, however is a promotion like National Seafood
Week sufficient incentive to persuade them?
There is a clear
distinction between trying to attract the attention of non-consumers
and those who already buy seafood. The modern large supermarket
is divided into specific areas displaying very different products.
It is unlikely that a regular shopper will go up and down every
aisle, as they already know what they want. This is one reason
that supermarkets change the displays so that the shopper has to
break their usual shopping pattern. Those consumers who never eat
seafood are unlikely to even pass by the fresh fish counter, let
alone stop to look at it. It would be extremely difficult to
persuade such non-consumers to even visit the fish counter, if
this was the aim of the promotion. However, this is a challenge
which the aquaculture and fisheries industries must eventually
face because it is clear that the majority of seafood consumers
are now aged over 45.
Younger sections
of the population rarely eat any seafood at all and there is a
risk that as these consumers age, they will continue to refrain
from purchasing any seafood at all. There is a view that once
consumers reach their mid 40s they have more disposable income to
spend on seafood and more time to cook it and therefore are more
inclined to buy it. Yet, at the same time, consumers who have
never eaten seafood previously are less likely to do so in later
life. The challenge will be to persuade the younger age groups to
start eating seafood whilst they are still young.
The younger age
groups have grown up at a time when the supermarkets have
dominated the retail sector. They are used to a convenience way
of life. Many are deterred from buying seafood because of the
fish heads, eyes, bones and skin and even the smell. Yet at the
same time, the seafood industry is always keen to put on a
display on the fish counter, which focuses on whole fish,
especially large ugly ones. These may be fascinating to look at,
but many consumers would never contemplate eating them.
Dealing with
whole fish is natural to those who work in the seafood industry,
but it is easy to forget how off-putting whole fish can be to the
consumer, who does not like to be reminded of the association
between the whole fish and the seafood that we eat. Yet, once
again, National Seafood Week is launched at Billingsgate Market.
This time celebrity fish chef Rick Stein is brought in to do the
official functions but this association of celebrity chef, fish
and Billingsgate is not newsworthy enough to bring this promotion
to the attention of the wider media. Perhaps, something different
is now necessary.
In much the same
way that the launch of the promotion was not newsworthy, the
promotion itself has not managed to raise much interest. As
supermarkets are now the main source of seafood in the UK, it was
inevitable that the organisers should include them in the plans.
These would include cookery demonstrations and recipe ideas.
However, observations from several supermarkets have indicated
that the promotion has proceeded with more of a whimper than a
bang. Given that the intention is to persuade existing consumers
to try alternative species, there has been no real evidence of
anything different on the supermarket fish counter, nor has there
been any promotional material available to point consumers in the
right direction. In fact the only evidence of the promotion at
all are small signs, in a few supermarket stores declaring that
“we support National Seafood Week”. Presumably,
consumers interested in the promotion will have to find out what
it means themselves.
It has not all
been bad news. One supermarket chain has been running a
competition as part of National Seafood Week, which is even in
the spirit of the promotions’ aims. This is a competition to
guess the mystery fish by stating four different names under
which it is known. The fish is actually dogfish for those who
might like to enter. However, other than the competition leaflet,
most consumers would be unaware that this promotion was actually
in progress.
With supermarkets
now dominating the retail seafood sector, the few remaining
independent fishmongers would be expected to make much more
effort out of this promotion. Unfortunately, this does not seem
to be the case with a random sample of fishmongers visited during
the week showing no signs of the promotion at all.
The problem for
such promotions is that in today’s sophisticated retail
market, they are simply too vague to work. We are not suggesting
that this is the case here, but this type of promotion can often
be simply justification for the existence of an organisation than
for the expected results that they might bring.
We at Callander
McDowell, believe that if consumers are to be encouraged to eat
alternative fish species, then they must be given an incentive to
try these species. A poster, which in this case does not even
tell them to do so, is just not enough. The promotion needs to be
more targeted in its approach. For example, Seafish would like
consumers of cod, haddock, plaice and salmon to try something
else. If Seafish would like consumers to try more dogfish, then
when a customer buys a piece of cod, haddock plaice or salmon,
then give them small piece of dogfish as well, which they can
take home and try. This would be little different from the BOGOF
type of offer used extensively throughout all supermarket chains.
Alternatively, offer these different species at a discounted
price, when customers buy the popular species.
Of course, this
costs money but surely it is preferable to use promotional funds
to subsidise the consumption of these different species rather
than on printing costs for posters telling them (or not) to try
these other seafood products.
The modern
shopping arena is changing. The seafood industry must change with
it or be left behind. This is something that the aquaculture
industry can also take on board.