With 47% of consumers citing cost as a barrier to eating seafood, research from the Norwegian Seafood Council (NSC) shows growing interest in alternative whitefish species, showcasing opportunities for species such as saithe. Among regular fish consumers there’s a noticeable shift to alternative whitefish species as they take cost into consideration.
Figures confirm that cod consumption has decreased. According to Kantar, UK cod consumption in the home has decreased by as much as 18% in recent years.
With Consumption Research Norway (SIFO) findings revealing the price increase for food was twice that of other goods over the past three years, the noticeable drop in cod seems to indicate consumers’ conscious financial decisions when it comes to selecting seafood. But whitefish could still be a viable option for price-oriented consumers as alternative species such as saithe offer versatility in terms of preparation and serve – and saithe’s price point makes it a viable choice for everyday consumption.
While price is increasingly relevant in consumer purchasing decisions around seafood, the demand for protein-rich food is ever-growing, with Gen Z consumers leading the way.
According to new insights from McKinsey+, Gen Z consumers are more likely to buy healthy, lower-calorie foods, high-quality fresh products and foods that are higher in protein. This drive to maximise protein intake paves the way for saithe and seafood to cater to the demand from this younger segment of consumers.
Compared with other whitefish species such as cod and Alaska pollock, saithe boasts a slightly higher protein content, as well as other important nutrients.
Saithe also stands out as a sustainably sourced choice thanks to its healthy Barents Sea stocks, reflected in its generous quota. Currently the most-caught whitefish in Norwegian waters, saithe is a considered choice for seafood consumers looking to reduce their impact on the environment.
With almost 85% of consumers saying they have experienced first-hand the disruptive impacts of climate change and 46% revealing they are buying more sustainable products as a result, it’s clear the pull towards sustainably sourced foods is here to stay.
‘Research-based knowledge and advice are crucial for sustainable seafood management,’ commented Bjørn-Erik Stabell, head of strategy and sustainability at the NSC.
‘Through this approach, the Norwegian seafood industry must always ensure sustainable practices. Choosing saithe from healthy fish stocks is therefore a good way of exploring new and under-utilised species.’
Catches of saithe have historically been below quota levels. This appeals to consumers seeking whitefish alternatives in a bid to choose a versatile fish at a good price point while making sustainable choices.
The shift to alternative fish species is just one of many themes explored in the NSC’s latest annual trends report, Navigating the World of Megatrends, which looks at the global shifts set to shape seafood consumption for decades to come driven by technological, political, economic, environmental, demographic and social change.
‘Shifts in consumer preferences, whether due to economy, available products or personal values, are shaping consumers’ food choices. With changing habits, we see a clear opportunity to explore new products utilizing these lesser-used species,’ commented NSC global consumer behaviour analyst Lars Moksness.
‘Saithe, as an example, has been an under-utilized fish in many parts of the world. At the same time, it is well loved for both taste and versatility. As available fish stocks and regulations might hinder the catch of some species, alternatives like saithe could ensure that consumers still get high-quality, nourishing seafood in the coming years.’
