In order to support the appropriate implementation of the Common Fisheries Policy (CFP) and the CMO, the European Commission – DG MARE launched a study aimed at surveying and analyzing EU consumer attitudes and habits regarding fishery and aquaculture products. The study was launched within the European Market Observatory for Fisheries and Aquaculture products (EUMOFA).
The main purpose of the study was to survey and analyze the two components of the fishery and aquaculture product (FAP) market, namely the supply, represented in this specific instance by retailers, and the demand, represented by consumers, and corroborate the analysis with further qualitative and quantitative data on consumption trends in all EU Member States.
Bearing in mind this overarching purpose, the study was structured in four Tasks:
- Task 1: Mapping and analysis of existing studies on consumer habits
- Task 2: Retailer survey
- Task 3: Consumer survey - Mapping of national campaigns
- Task 4: Analysis of results – recommendations
Some findings from the study include:
- The average per capita consumption in the EU is around 25,8 kg (on average between 2005 and 2014), with a negative trend registered between 2007 and 2012 and a recovery recorded in 2013 and 2014.
- Consumption frequency is positively correlated with age (i.e. the older, the higher frequency).
- Among purchasers expressing a preference, wild fish is significantly preferred (around 34% at EU level, while farmed products are at 8%).
- The share of farmed products increased between 2010 and 2015 for most retailers (56%), while the ratio wild / farmed products remained stable for 44% of them.
- Young people tend have a preference for farmed products that is higher than the EU average, while older people prefer wild fish. In terms of socio-professional categories, students (young) and other categories show a preference for farmed products similar to the EU average, while preference for wild fish varies between 32% and 39% with respect to the EU average.
