Though the consumption of fish and seafood in Spain has been declining over several years, the country remains the EU’s second largest market. In 2020 per capita consumption of fish amounted to 44.21 kg in live weight equivalent.
Costa Brava, on the northeast tip of Catalonia, is known for its scenic Mediterranean vistas and beach resorts along a vibrant seashore, but its economy has long depended significantly on fisheries, producing local products marketed to local consumers. While, as time passes, older people, especially women, seem to maintain preferences for fresh fish from traditional fishmongers, many younger people, for reasons of cost or convenience, do not. This perception is confirmed in a study of seafood consumption in Costa Brava, finding that consumption of seafood, especially local products, lags among the younger population. This result has led many observers to urge that marketing and education should direct more effort at this important demographic group.
The study from the University of Girona notes campaigns are already underway to promote local seafood, with labels such as “La Mar de Bé” (“The Sea of Good”, to associate seafood with satisfaction) and local initiatives such as the Espai del Peix, a fish interpretation center, and gastronomic classrooms, which are a growing trend on the Costa Brava. Such campaigns are promoted by local governments, among others. The study was prepared by researchers in the Department of Business, University of Girona, with funding from the European Maritime and Fisheries Fund. The report is in Catalan with summaries in Spanish and English, available at https://museudelapesca.org/docs/estudi-tecnic-compra-peix-fresc.pdf.