Seafood Consumer Sentiment Report 2024

Understand American Seafood Consumer

Spheric Consumer's US Seafood Consumer Sentiment Report  provides an in-depth analysis of how Americans consume seafood at home post-pandemic.

Key Aspects of the Report:

• The first to quantify the total at-home market for fresh & frozen seafood consumption in volume terms
• It goes beyond the partial market view offered by supermarket scan data
• It takes a segment-based approach, showing differential consumption patterns in those segments
• It quantifies the market size at the total and the segment level 
• The report indicates that total addressable market is larger than previously suggested by scan data 

Further Details:

Proprietary Data and Insights

The report is built upon quantitative and qualitative research, which includes over 60 hours of in-depth interviews and a national survey of 1,000+ seafood consumers. Insights are presented over 107 pages that include 39 charts, 28 tables and 6 detailed case studies.

Segment-Specific Strategies
Our segment-based approach relies on concrete factors like age and income that are highly predictive for consumption and so key to successful strategy. It also examines aspects like attitudes and beliefs at a segment level. It therefore has application across seafood functions.

Drivers of Consumption 

The report analyzes key drivers of seafood consumption across consumer segments, examining factors like health perceptions, beliefs about farmed vs. wild-caught, age, income, race, ethnicity, gender, and proximity to the coast. By evaluating these demographic and psychographic variables, we provide a comprehensive explanation for variations in consumption behavior to inform strategic decision-making.

Mind of the Consumer

We explore the associations, emotions and thoughts shared across consumer segments that represent the emotional significance of seafood. We analyze the importance of culinary appeal, health benefits, romantic fishing imagery, and social gatherings, while also recognizing common reservations. This informed analysis enhances our understanding of the emotional drivers and barriers influencing seafood consumption.

Buying Process

The report outlines and quantifies the key stages of the customer journey for seafood purchases, from the initial idea to the final purchase decision. This includes recipe sourcing and selection, shopping list creation, channel selection, comparison of fresh and frozen offerings, price comparisons, cooking method and time, number of diners, and satisfaction with the final dish. This provides valuable insight into where and how seafood brands and retailers need to engage consumers to influence menu planning and shopping list creation. 

Quantitative Insights

The report provides quantification of seafood consumption at segment and total market level. This includes the frequency of at-home consumption for seafood overall, as well as for specific species like salmon, shrimp, tilapia, and other varieties. The report details the population size of each consumer segment, the frequency of their seafood consumption, and the annual pounds consumed per segment. In going beyond scan data the report also aims to provide a more accurate representation of the market size and dynamics.

Summary 
Consumer Sentiment Report is a resource that has application across job functions. It offers a detailed and actionable analysis of the American at-home consumer that is not publicly available elsewhere.