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Continued growth of the aquaculture sector will rely on the availability of fish with traits that respond to the needs and preferences of these users along the value chain. Such trait responsiveness requires that fish breeding programmes have reliable knowledge of these users’ trait preferences. The present study found from a non‐systematic literature review, that no fish breeding programme had reported user preference in their product‐profile design. A systematic literature review was then carried out to identify studies which have assessed fish trait preferences of different users, categorized by market segment and gender. This identified relatively few such studies (n = 28 total), highlighting a lack of published information in this area. Some preferences were shared broadly among a range of users (e.g. size measures such as length or weight). A number of traits were of restricted preferences such as survival (important to farmers, hatchery and nursery operators) while appearance or taste dominated in the preferences for traders and consumers. Some of the preferred traits of users are not targets for selection in breeding programmes reported to date (e.g. body texture, nutritional value) The review also makes clear that there can be range of preferences that differ by gender and social or economic status of the user. Greater acceptance of more sustainable aquaculture products will require improved information on user preferences. This will need innovative tools to translate generally expressed preferences into well‐defined traits and to assess their trade‐offs for their incorporation in genetic improvement programmes that will better target benefits to users.

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