Understanding The Australian Seafood Consumer (and Chefs) Overview of current CRC consumer research July 2011 University of the Sunshine Coast
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)?
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)
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 2009 4
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
150.0000 Who is eating what at home? 112.5000 5.2000 6.2000 0.5000 1.9000 1.5000 8.7000 3.4000 3.8000 4.0000 5.0000 5.8000 8.4000 6.2000 3.2000 6.2000 6.2000 6.5000 7.6000 3.7000 6.9000 3.4000 5.4000 8.9000 7.4000 6.0000 6.9000 10.1000 8.3000 11.2000 4.0000 11.0000 4.6000 13.6000 16.0000 9.7000 11.9000 7.1000 13.0000 9.0000 6.0000 10.9000 12.8000 8.0000 11.8000 9.2000 5.5000 5.4000 23.0000 7.4000 13.9000 19.6000 5.4000 16.7000 22.0000 10.4000 13.2000 10.8000 8.8000 10.6000 11.9000 75.0000 13.6000 9.0000 12.4000 9.6000 15.3000 26.8000 13.6000 9.4000 11.7000 9.6000 2.7000 7.4000 8.9000 16.0000 8.2000 8.7000 12.7000 4.4000 3.7000 8.3000 9.7000 6.8000 9.3000 4.0000 8.5000 16.8000 10.6000 19.6000 6.9000 16.700010.7000 11.5000 12.3000 10.6000 9.0000 8.0000 7.1000 7.4000 7.4000 8.5000 5.4000 17.1000 10.6000 4.8000 12.0000 10.2000 6.8000 6.2000 3.5000 9.9000 5.6000 1.7000 8.9000 1.9000 3.5000 6.0000 6.4000 6.5000 10.5000 6.9000 9.6000 10.5000 10.4000 0.5000 4.4000 3.7000 11.2000 2.5000 9.1000 3.4000 7.0000 2.7000 9.3000 8.9000 9.3000 1.5000 7.7000 8.0000 24.1000 2.2000 5.5000 1.6000 2.4000 3.5000 2.8000 1.6000 1.8000 14.1000 7.4000 13.9000 5.4000 9.4000 0.9000 10.7000 37.5000 5.3000 1.7000 0.9000 4.3000 6.0000 4.8000 6.0000 5.4000 8.0000 13.6000 1.9000 2.1000 12.8000 11.5000 12.0000 4.6000 8.2000 2.2000 9.9000 1.4000 15.2000 8.9000 6.0000 9.3000 4.5000 0.9000 6.5000 1.8000 2.0000 7.2000 10.1000 8.5000 13.2000 11.4000 9.3000 8.8000 5.6000 6.9000 6.8000 1.7000 5.3000 6.2000 8.7000 2.6000 0.8000 2.4000 10.6000 5.4000 1.1000 14.0000 10.7000 5.6000 13.0000 1.5000 16.1000 7.6000 16.0000 15.3000 3.6000 7.2000 6.3000 13.000011.6000 12.4000 17.6000 10.4000 15.7000 17.8000 8.8000 16.7000 24.1000 11.1000 10.4000 5.6000 12.1000 6.5000 14.3000 4.0000 8.3000 7.2000 10.7000 9.7000 33.7000 7.8000 5.8000 10.1000 5.4000 10.6000 6.2000 4.8000 7.6000 8.5000 17.9000 7.8000 22.1000 22.2000 2.5000 11.1000 5.4000 2.2000 7.4000 24.0000 12.7000 18.5000 18.2000 9.0000 10.4000 14.6000 14.5000 10.100010.6000 10.8000 7.0000 9.6000 7.1000 9.9000 10.2000 7.1000 0 5.4000 5.6000 5.4000 5.6000 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 55 64 M 45 54 M 35 44 M 25 34 M 18 24 F 65+ F 55 64 F 45 54 F 35 44 F 25 34 F 18 24 Marinara Mix Dory Oysters Bream Crab Anchovies Other White Fish
ASCRC & UniSA Omnibus Study 2011 7
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 2010 8
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
Key drivers of seafood consumphon Taste Convenience Health VersaHlity and diet variety Availability of fresh fish 10
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 2010 11
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 2010 12
Discrete Choice Experiment: Prawns ASCRC & UniSA Seafood Omnibus Survey 2009 13
What mamers for Prawns? Origin 41% Format 22% Price 19% Packaging 17% Brand 0.2% Sustainability 0.01% ASCRC & UniSA Seafood Omnibus Survey 2009 14
What chefs want! The Projects ReposiHoning Barra WA Seafood Supply Chains University of the Sunshine Coast
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
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
Who we talked to Perth (29) 18 head chefs (62%), Sydney (19) 18 head chefs
What we found: who they buy (finfish) from Perth 1 from auchon (95%) Sydney 0 from auchon
KEY MESSAGE 1 Middlemen (suppliers/ wholesalers) are gatekeepers. So producers have two ophons: Work with them Work around them
What drives chefs purchase decisions Perth Sydney Consistency of quality 3.97 3.89 Country of origin 3.74 3.79 Confidence in origin of seafood product 3.69 3.79 Consistency of supply 3.59 3.42 RelaHonship with supplier 3.52 3.63 Shelf life 3.48 3.00 Sustainability 3.45 3.32 Customer requests 3.28 3.05 State of origin 3.22 3.00 Price 3.21 3.26 Packaging size/form 3.21 2.79 Supply of background informahon 3.10 3.42 Knowing the story of the fishery 3.07 3.26 Branding 2.38 2.74
KEY MESSAGE 2 See KEY MESSAGE 1 Work with them Work around them Availability Branding Consistent supply informa>on Informa>on
Importance of informahon sources Perth Sydney Producer events 3.29 2.56 Supplier 3.21 3.28 Word of mouth 3.21 3.11* (other restaurants 3.47) Cook books 3.14 2.44 Food magazines 3.00 2.78 Web sites 2.88 2.56 Trade shows 2.82 2.29 Trade journals 2.74 2.50 TV shows 2.56 2.00
KEY MESSAGE 3 See KEY MESSAGE 1
Most frequently cited sources
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)
FINAL KEY MESSAGE See KEY MESSAGE 1 Work with them Work around them
One last thought There is an OpHon 3 Do nothing.ie do what you have always done (and get what you have always got)
Where to find more informahon... CRC Website Full reports Summary pdfs Final Face to face workshop Hobart November 8th
QuesHons.