Industry Insights on Consumer Receptivity to Aquaculture Products in the Retail Marketplace: Considerations for Increasing Seafood Intake

Abstract

Objectives Americans consistently fail to meet dietary guidelines for seafood intake. Efforts are needed to increase consumption, especially of sustainable seafood that can be supplied by domestic aquaculture. However, consumer receptivity to aquaculture products is mixed. The objective of this study was to elicit industry perspectives regarding influences on consumer purchases of aquaculture products. Methods Key informant interviews (n = 12) were conducted in late 2020 with U.S. salmon, shrimp, and oyster producers, marketers, and industry interest groups. Participants were recruited via snowball sampling. Virtual interviews were conducted by a trained moderator and assistant moderator/notetaker using a semi-structured interview guide. Qualitative data analysis included a thematic review of interview recordings and notes, with key concepts coded according to a priori themes derived from the literature. Results Interviews yielded important insights into consumer receptivity to aquaculture products. Participants believe that outdated misperceptions of aquaculture persist, noting that despite advances in domestic aquaculture production practices to comply with U.S. standards, some consumers perceive aquaculture as environmentally detrimental and unsustainable. Further, participants believe negative attitudes toward genetically modified organisms, corn and soy-based feeds, antibiotics, and chemicals are misplaced, yet contribute to hesitancy among some consumers. Industry opinions on what is important to consumers reflect strong valuation of seafood quality, freshness, local harvest, and sustainability. Participants suggest product labeling efforts be developed accordingly, and that innovative marketing strategies be undertaken, such as aquaculture product promotion through “know your farmer” campaigns, chef education initiatives, and home delivery programs. Conclusions For domestic aquaculture products to have a meaningful impact on U.S. seafood intake, positive consumer receptivity is key. Industry perspectives will inform marketing and educational efforts toward addressing consumer hesitancy to purchase aquaculture products by resolving misguided concerns, with important implications for consumer health and sustainability of the domestic seafood supply. Funding Sources United States Department of Agriculture.