The research involved 2,047 UK adults and looked at consumer attitudes and behaviours regarding seafood. It was commissioned by the ‘State of the Nation’ as part of its work to increase further seafood consumption in the UK.
The research showed that only one third of Brits followed the NHS public health recommendation of eating two portions of fish a week. Also, the findings showed 70% of those who regularly bought fish thought sustainability was important.
Greg Smith, head of marketing at Seafish, said: “The State of the Nation project contains some of our most important research to date, helping us better understand UK consumers.
“We know there’s still work to be done to get people eating more seafood, especially as two thirds of consumers aren’t following government health guidelines and eating two portions of fish a week, but it’s really encouraging to see that over half of consumers want to eat more.
“This work provides valuable insight into what really makes consumers tick when it comes to eating seafood, and can be used by industry to inform ongoing initiatives, which help positively impact consumption across the supply chain.”
To view the full report, visit: https://seafish.org/article/state-of-the-nation-research