Understanding The Australian Seafood Consumer (and Chefs) Overview of current CRC consumer research. July University of the Sunshine Coast

Transcription

1 Understanding The Australian Seafood Consumer (and Chefs) Overview of current CRC consumer research July 2011 University of the Sunshine Coast

2 You can catch or grow the highest quality seafood, produce it efficiently and sustainably, transport it in ophmal condihons, but if consumers don t buy it it s worthless. In reality it doesn t mamer how good your seafood is the real queshons is Will consumers buy it (at the price you want)?

3 The Consumer Studies Seafood Omnibus (2010 & 2011) Retail Transforma>on (2010) Reposi>oning Australian Farmed Barramundi (2010) CRC & Uni of SA Communal project aimed at tracking consump> on and behaviour Online surveys of 2643 & 3629 plus discrete choice experim ents CRC & USC/ CB Mul> par>cipant, innova>on in the chilled supermark et category 5 accompanie d shops, 10 focus groups, online survey 1806 CRC & USC/ CB ABFA project focussed on reposi>oni ng Aust farmed barramund i Sensory evalua>on 9 species (n = 148), 4 focus groups, online survey (n = 900)

4 Where are we buying and eahng seafood? 2/3 of all seafood is prepared and consumed at home 61% (65%) of seafood for at- home consumphon is purchased from supermarkets with 18% (15%)being purchased at fish mongers or fish markets ASCRC and UniSA Omnibus Survey

5 What are we eahng In- home consumphon Canned tuna (19%) Prawns (9%) Canned salmon (7%) Salmon, fresh (7%) Out- of- home consumphon Prawns 18% Barramundi 11% Squid 11% Fresh salmon 5% Sushi/Sashimi 5% ASCRC and UniSA Omnibus Survey 2009

6 Who is eating what at home? All Fish Total Tuna-canned Prawns Salmon-canned Salmon-fresh Crumbed / Battered fish Sardines ASCRC and UniSA Omnibus Survey 2009 Flake Barramundi Snapper Salmon-smoked Fish Fingers Whiting Flathead Grenadier Squid Basa M 65+ M M M M M F 65+ F F F F F Marinara Mix Dory Oysters Bream Crab Anchovies Other White Fish

7 ASCRC & UniSA Omnibus Study

8 73% of seafood buying decisions are planned and species type is the key issue for consumers However, impulse buying (27%) can be triggered by point of sale achvity ACSRC Retail TransformaHon Project

9 In- store influences on fish consumphon Special Picked up a recipe card using fish at the store 50% Sampled fish at the store and I liked it 49% Promoted at the point of sale by either a sign or an announcement 44% Free accompanying sauce, marinade or coahng when I purchased the fish 36% ASCRC and USC Finfish Study 2010

10 Key drivers of seafood consumphon Taste Convenience Health VersaHlity and diet variety Availability of fresh fish 10

11 Drivers vary across finfish species Salmon Tuna Barramundi Taste (39%) Health (22%) Convenienc e (16%) Convenienc e (40%) VersaHlity (14%) Health (13%) Taste (68%) Hedonic (6%) Convenienc e (4%) Texture (4%) ASCRC and USC Finfish Study

12 Barriers to seafood consumphon Price 42% Concerns about origin 30% Concerns about freshness 27% Not being able to determine if the seafood is good quality 23% Not liking the taste/texture 22% ACSRC Retail TransformaHon Project

13 Discrete Choice Experiment: Prawns ASCRC & UniSA Seafood Omnibus Survey

14 What mamers for Prawns? Origin 41% Format 22% Price 19% Packaging 17% Brand 0.2% Sustainability 0.01% ASCRC & UniSA Seafood Omnibus Survey

15 What chefs want! The Projects ReposiHoning Barra WA Seafood Supply Chains University of the Sunshine Coast

16 Background Various CRC projects LiMle knowledge of how/why chefs make decisions Who/how they buy from and why What drives their purchase decisions Where they get informahon from

17 What we did Two markets, Perth and Sydney MulHple species in each study Perth Mail survey Sundowner with 29 chefs/foodservice Sydney Face- to- face interviews 19 chefs/foodservice

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19 Who we talked to Perth (29) 18 head chefs (62%), Sydney (19) 18 head chefs

20 What we found: who they buy (finfish) from Perth 1 from auchon (95%) Sydney 0 from auchon

21 KEY MESSAGE 1 Middlemen (suppliers/ wholesalers) are gatekeepers. So producers have two ophons: Work with them Work around them

22 What drives chefs purchase decisions Perth Sydney Consistency of quality Country of origin Confidence in origin of seafood product Consistency of supply RelaHonship with supplier Shelf life Sustainability Customer requests State of origin Price Packaging size/form Supply of background informahon Knowing the story of the fishery Branding

23 KEY MESSAGE 2 See KEY MESSAGE 1 Work with them Work around them Availability Branding Consistent supply informa>on Informa>on

24 Importance of informahon sources Perth Sydney Producer events Supplier Word of mouth * (other restaurants 3.47) Cook books Food magazines Web sites Trade shows Trade journals TV shows

25 KEY MESSAGE 3 See KEY MESSAGE 1

26 Most frequently cited sources

27 Sustainability: Who do you trust Perth (Sydney) Supplier 10 (11) Fisheries/Gov/ScienHsts 6 (2) Producer 3 (4) Own research 2 (6) Greenpeace 1 MSC (1) Oceanwatch (1)

28 FINAL KEY MESSAGE See KEY MESSAGE 1 Work with them Work around them

29 One last thought There is an OpHon 3 Do nothing.ie do what you have always done (and get what you have always got)

30 Where to find more informahon... CRC Website Full reports Summary pdfs Final Face to face workshop Hobart November 8th

31 QuesHons.