EU consumers' preferences Challenges and opportunities for farmed - PowerPoint PPT Presentation

EU consumers' preferences Challenges and opportunities for farmed freshwater products

The EU Market in a snapshot (2017) • A market of 500 million consumers, worth almost EUR 57 billion • Per-capita household expenditure: EUR 110 (+1,9% over 2016) • Per-capita consumption: 24,3 kg (+3% in 2016 over 2015)

How we approached the issue • Survey conducted face-to- face at respondents’ home • Fieldwork: 23 June – 6 July 2018 • Population: Population 15+ • Coverage: 28 EU Member States • Number of interviews: 27,734

Consumers in land-locked countries eat fish and seafood less frequently than those in countries with coastlines Consumers who prefer sea product tend to eat and buy fish and seafood more frequently, while wild/farmed preference is not relevant Base: All respondents (N=27,734)

Where do people buy? Mostly at supermarkets (77%) Supermarkets need stable supply and see the role of farmed fish and seafood growing in the next decade Base: respondents who buy fishery or aquaculture products (N=21,865)

Appearance and cost drive purchases QB10 When you buy fishery and aquaculture products, which of the following aspects are the most important for you? (MAX. 3 ANSWERS) Wild/farmed Sea/freshwater 70% 70% 60% 60% 50% 50% 40% 40% 30% 30% 20% 20% 10% 10% 0% 0% Easy and quick Product origin Product Price Brand / quality Environmental, Easy and quick Product origin Product Price Brand / quality Environmental, preparation appearance label social or ethical preparation appearance label social or ethical impact impact Prefer wild Prefer Farmed No preference wild/farmed From sea From freshwater No preference sea/freshwater Base: respondents who buy fishery or aquaculture products (N=21,865)

Local and EU is QB8 Do� you� have� any� preference� in� terms� of� product� origin? (MULTIPLE� ANSWERS� POSSIBLE) (%) largely from Union come� Union product European� preferred preference country products� region European� of� your� your� type� the� know any� the� from� the� outside� the� from� have� Don't� where� from� on� Products� Products� don ’ t� depends� from� know� Products� → Information You� Products� don ’ t� It� You� largely used by EU28 28 37 16 3 6 12 24 1 retailers (PDO, BE 16 28 33 7 14 14 17 0 BG 24 32 14 3 7 20 23 2 PGI, local supply CZ 13 19 14 3 12 19 31 1 DK 24 42 18 3 4 14 23 1 DE 27 26 27 6 9 15 24 1 chains or EE 26 34 14 2 8 15 29 0 IE 34 48 19 3 3 6 25 0 EL 47 75 15 2 2 8 7 0 traceability) ES 40 42 11 1 5 7 25 0 FR 36 49 15 1 5 8 16 1 HR 35 57 13 3 4 6 11 0 IT 38 48 13 3 5 12 6 0 CY 33 53 16 1 4 13 20 0 LV 26 31 10 2 8 22 20 0 LT 10 20 16 3 8 16 43 0 LU 12 19 47 4 5 16 17 1 HU 24 32 16 6 6 19 20 0 MT 21 55 15 1 2 9 24 0 NL 17 17 18 2 7 14 42 0 AT 28 33 23 8 8 19 18 1 PL 17 32 16 3 7 11 32 2 Base: respondents PT 25 55 12 1 1 18 20 1 RO 25 45 12 7 5 8 22 0 who buy fishery or SI 29 48 27 2 4 9 21 0 aquaculture products SK 15 23 22 2 9 20 32 1 (N=21,865) FI 37 62 15 5 2 9 11 1 7 SE 39 46 19 4 3 18 11 0 UK 16 22 7 1 2 9 51 1

Interest in voluntary information QB15 Which of the following do you think should be mentioned on the label for all fishery and aquaculture products? (READ OUT - MULTIPLE ANSWERS POSSIBLE) Date of catch Environmental The country where the or information ship that caught the production product is registered 76% 39% 30% EU28 EU28 EU28 EL 90% SE 68% EL 45% CY 88% NL 57% FR 41% 88% 48% 39% FI MT IE 87% 48% 39% PT AT AT Base: respondents who buy or eat fishery or aquaculture products (N=23,968) Eco-labels: large development over the last decade but no price premium

Wild or farmed? 39% aged 55+ 54% prefer sea products 48% prefer products from own region 38% aged 15-24 59% no preference for sea/freshwater products 36% no preference on product's origin

From the sea or freshwater? 46% aged 55+ 64% prefer sea products 51% prefer products from own region 43% aged 15-24 62% no preference for wild/farmed products 35% no preference on product's origin

Dislike for taste, smell, appearance is why people don't eat fish and seafood – the challenge is even bigger for farmed products QB2 Which of the following are the main reasons why you never or almost never eat fishery or aquaculture products? (MULTIPLE ANSWERS POSSIBLE) EU28 BG CZ DE IE HU AT RO SI SK UK 49% 56% 59% 50% 64% 63% 44% 40% 62% 44% 42% You do not like the taste, the smell or the appearance of these products 16% 25% 32% 11% 12% 33% 21% 15% 14% 31% 1% They are too expensive 12% 15% 11% 8% 8% 3% 18% 8% 5% 9% 9% Because of health concerns (for example allergies or contamination by metals) 16% 21% 29% 10% 14% 24% 12% 28% 29% 24% 7% You are not used to these products 16% 7% 6% 17% 11% 3% 18% 6% 8% 8% 27% You are vegetarian or vegan Results for 18 countries have been excluded from the analysis due to low base sizes

Possible solutions!

To sum up: • General preference for wild products but buying is led by price and quality, not production method • Stability in supply is key for retailers, where most fish is bought. Farmed products are likely to increase their presence in the EU market • Voluntary allegations can help to add value, but there are strict rules on clarity, unambiguity and verifiability of information, which should not mislead the consumer → Critical size needed, which can be achieved through producer organisations

Thank you for your attention! http://ec.europa.eu/commfrontoffice/publicopinion/index.cfm/surve y/getsurveydetail/instruments/special/surveyky/2206