As the demand for seafood continues to grow, retailers have a unique opportunity to capitalize on evolving consumer preferences, particularly regarding Alaska seafood. A recent study conducted by the Alaska Seafood Marketing Institute (ASMI) in collaboration with Circana sheds light on consumer attitudes towards seafood, revealing actionable insights that can significantly boost sales.
The research highlights a notable trend: 54% of consumers are eating more seafood at home than they did two years ago. This shift is largely driven by a desire for healthier diets, with 60% of those increasing their seafood consumption citing health as their main motivation. Alaska’s wild-caught seafood is more than just a delicious option; it is rich in protein, omega-3s, vitamins, and minerals that support overall health, including brain, heart, and immune function.
Younger consumers, particularly from Gen Z and Millennials, are leading this change. Older Millennials report consuming seafood at home approximately 67 times annually, outpacing Gen X and Baby Boomers. This pattern indicates a shift in dietary preferences among younger demographics who are more inclined to explore a variety of seafood options. Income levels also play a crucial role in seafood consumption. High earners, those making over $100,000 per year, tend to consume seafood at home 64 times annually, compared to just 47 times among those earning under $50,000.
Interestingly, frozen seafood is gaining popularity as well, with 80% of consumers expressing likelihood to purchase it. This indicates a growing acceptance of frozen options, presenting an additional avenue for retailers to promote a wider range of seafood products.
Given this consumer appetite, how can retailers best position Alaska seafood in their offerings? A key takeaway from the study is the importance of branding. Circana emphasizes that retailers should prominently feature “wild” and “Alaska” in their seafood assortments. Research shows that consumers prefer wild-caught seafood by a significant margin—53% to 15%. Moreover, when it comes to salmon varieties, 64% of consumers selected Alaska salmon over others, a clear indication of brand loyalty tied to geographic origin.
Labeling matters significantly in the purchasing decision as well. Over 80% of consumers indicated they would be more likely to buy seafood labeled as being from Alaska or carrying the Alaska Seafood Marketing Institute’s logo. Furthermore, 78% expressed willingness to pay a premium for products bearing this logo. This presents a substantial advantage for retailers who prioritize Alaska seafood in their marketing strategies.
The financial incentives for stocking Alaska seafood are compelling. The average shopping basket for refrigerated Alaska seafood totals $105.79, representing nearly a 5% increase compared to general refrigerated seafood baskets. This figure is more than double the average basket size for consumers who do not purchase refrigerated Alaska seafood, indicating that these products not only attract consumers but also lead to greater revenues.
In a market increasingly focused on sustainability and quality, Alaska’s wild-caught seafood capitalizes on consumer sentiments while enhancing overall perceptions of store offerings. Retailers who promote Alaska seafood do not just boost their sales; they also position themselves as advocates for health and sustainability.
In conclusion, recognizing current consumer trends and strategically leveraging the unique attributes of Alaska seafood can significantly enhance sales for retailers. By focusing on branding, product quality, and targeting the health-conscious segment of the market, businesses can capture the growing demand for seafood and self-promote their value in the marketplace.
