Seafood lovers in Spain’s Mediterranean province of Valencia look for the usual attributes of fish, including meat with as few bones as possible, delicious taste, plenty of nutrition, and convenient product packaging. But the most important characteristic they value is freshness, and they are willing to pay extra for that, according to a new study of consumers in Valencia by researchers associated with the Ainia Technology Centre and the province’s government department overseeing fisheries. The report, Study to improve the marketing of fish, is being promoted by the Department of Agriculture, Water, Livestock and Fisheries of the Generalitat Valenciana, which commissioned Ainia to carry out the survey. The goal was to learn the preferences and purchasing patterns of at-home consumers of fish, to help guide seafood producers and processors in providing the best products.
It turns out that local species are not always those in highest demand, but they still can be processed and marketed to consumers. The most sought-after species include salmon, tuna, hake/whiting, sea bream, sea bass, and swordfish. All of these and other species are preferred by consumers when in retail packaging that is environmentally friendly (reusable or recyclable containers, for example). Boneless (or nearly so) fish is desirable because of the added convenience; fish with numerous hard-to-remove bones turn consumers away. All fish have some health benefits, but some are healthier than others. Finally, the fish must be affordable enough to be eaten at home on a regular basis in households on working class incomes. But the first thing a seafood consumer looks for, more than recyclable containers or low fat content, is freshness. More than any other protein source, fish is examined very carefully by consumers for the “catch of the day.” No time can be wasted in moving fish from the dock (or for imported fish, the truck) to the kitchen. The lessons about packaging, etc., are relevant to less preferred species too, and consumer lack of knowledge about them can be addressed with recipes, species abundance calendars, and other educational tools. All this information can help get the right seafood product to the right consumers.