The Global Shrimp Forum Foundation (GSFF) released its latest study, Attitudes and Behaviors of U.S. Consumers Regarding Shrimp, which provides a comprehensive analysis of consumer perceptions, purchasing habits, and emerging trends in the U.S. shrimp market, along with insights into how its findings can be applied in other markets.
Funded by the Global Shrimp Forum Foundation, using the financial surplus from last year’s Global Shrimp Forum, the study delivers valuable insights into U.S. consumer demand—critical knowledge for producers, retailers, and industry stakeholders looking to navigate the evolving seafood landscape.
The findings of the report are particularly timely as they directly inform the Global Shrimp Council’s (GSC) first-ever marketing campaign, which will be launched at the Boston Seafood Show from March 16-18. The campaign aims to engage consumers globally, promote the positive attributes of shrimp, and drive demand in one of the world’s most significant seafood markets.
Willem van der Pijl, managing director of the Global Shrimp Forum, emphasized the importance of this initiative. "The U.S. remains one of the most important markets for shrimp, and it is vitally important that we understand consumer preferences as well as possible. This report provides the industry with a much-needed understanding of what motivates U.S. shoppers when choosing shrimp over other proteins. By reinvesting the surplus from last year’s Global Shrimp Forum into this study, we are delivering on our commitment to creating valuable resources that benefit the entire shrimp sector. The insights gained will directly support the Global Shrimp Council’s mission to boost shrimp consumption in the U.S. through targeted marketing and promotion."
The Global Shrimp Council, launched in 2023, was established to strengthen the global shrimp industry’s marketing efforts. With the insights from the report shaping its first campaign, the Council aims to educate and engage U.S. consumers, highlighting shrimp’s versatility, sustainability, and health benefits.
The author of the report, independent marketing and branding consultant, Arnd Jan Gulmans, said that “with the U.S. being one of the world’s largest shrimp markets, it is essential for the industry to stay ahead of shifting consumer attitudes. This study provides fresh data on how Americans perceive shrimp, what influences their purchasing decisions, and what barriers may be limiting consumption. These insights will help the industry better position shrimp in the market and ensure that marketing efforts, including the Global Shrimp Council’s campaign, resonate with U.S. consumers."
Download the report here. Watch here a panel discussion between Arnd Jan Gulmans, Miguel Barcenas, and Allan Cooper.
