Seafood
Industry &
Consumer
Study
Summary Report
ODRP Advisory Committee
January 25, 2011
Commissioned by:
Prepared by:
Approach Overview
Two tracks of research were conducted. For the stakeholder study, we targeted 60-80 in-depth interviews
among four different constituencies to provide a broad range of different perspectives and opinions. The
consumer quantitative study was conducted among a nationally representative sample of seafood
consumers, with Gulf Coast oversample.
Stakeholder Interviews
(Qualitative)
In-depth
understanding
of what drives
industry
stakeholder
behavior
Consumer Interviews
(Quantitative)
Linkage for 360º View
Fact-based
conclusions
regarding
consumer
demand for Gulf
Seafood
• Internet data collection in
November/December by
Lieberman World Wide
• Seafood consumers
• National base sample 1,000
• Gulf State oversample 1,000
• Conducted by telephone
November - January
• 80 interviews
• Key stakeholder groups
• One-on-one discussion
• 30-60 minutes long
1
Stakeholder
Interviews
(Qualitative Findings)
Methodology
► Data for this study was collected November 2010 through February 2011.
► It is important to keep in mind that one-on-one interviews, as part of the qualitative process, are
conducted to provide greater depth of response by allowing a small number of qualified individuals to
speak on a given topic.
► However, the acquisition of information by this technique is concerned more with the depth of
understanding and should not be confused with the statistically reliable quantification of a large
number of responses. Therefore, caution must be used in interpreting these results and projecting
these results to a broader audience.
3
Supply Chain Disruptions
The oil spill has had a significant negative impact across the entire seafood supply chain, disrupting
supply and driving up prices, while overall consumer demand appears to be down.
Harvesting activity
below pre-spill levels
► Harvesting areas affected
and/or closed
► In some cases, product
contaminated
► Some areas still impacted from
previous Hurricanes
► Opening of harvesting season
delayed to give crops more
time to grow/reproduce
► Weak growth/ inconsistent
quality (Partly due to oil, partly
due to weather patterns)
► Freshwater diversions
► Vessel of Opportunity program
► Uncertainty among harvesters
Prices above
pre-spill levels
► Processors are affected by
below normal harvesting and
lack of demand
► With harvesting volume down,
more buyers relying on
available supply
Consumer demand
below pre-spill levels
► Some retailers still unable to
obtain product, prices are too
high, and consumers buy less
seafood.
► Most retailers uncertain what’s
causing lack of demand
► Price increases are widely
reported by all stakeholder
groups
► Many feel consumers are
fearful of product . Some have
stopped buying GOM seafood.
► Costs for most types of
seafood are up, some suggest
even seafood not harvested in
Gulf of Mexico
► Some blame higher prices
amid weak economy.
► Processors have to pay higher
prices for product but can’t
easily pass on costs to retail
customers
4
► Higher costs are forcing some
retailers to substitute product
due to margin pressures.
► Availability of product continues
to be an issue, especially for
oysters.
Business Impact at Retail (Qualitative Findings)
Combination of issues attribute to decreased demand
Price, safety & availability together and independently contribute
Albertsons
• Divisional buyer for 170
stores in TX, LA, FL
• Formerly second largest
U.S. grocery store chain
• Now part of SuperValue
Associated Grocers
Piccadilly
Brookshire Brothers
Piggly Wiggly
• Vice President
• Buying organization for
220 independent grocers
• Southeast footprint
• C-level Executive
• Regional restaurant chain
• 115 locations, mostly
Southeast
• Director of Perishables
• 100+ grocery stores
• Predominantly rural
markets in East TX
•
•
•
•
• Supply – Unable to source
shrimp from general supplier
• Price increases (mostly
oysters and shrimp)
• Safety perceptions, overall
demand, and pricing
• Price increases
(Oysters and shrimp)
• GOM seafood is not a
significant part of overall
business (more expensive
than imports, generally not
competitively priced)
• Sell almost exclusively GOM
seafood, no sourcing problem
• Demand but not necessarily
safety (overall economy in
Gulf states, loss of tourism)
• Had stocked up on product
immediately after oil spill but
product is turning slowly
• Able to buy most species
but oyster supply was
interrupted
Market Manager
Alabama
Grocery store franchise
150 Employees
Key Issue
• Consumers asked more
questions but not seen a
significant impact on purchase
behavior (“People in the Gulf
prefer it, will continue buying it”
• Able to get product
• Safety concerns mostly an
issue outside Gulf states
5
• Availability is a problem but
there is less demand for it
• Some degree of consumer
concern, mostly oysters
(temporarily stopped
selling due to consumer
concerns)
Uncertainty
There remains a high degree of fear and uncertainty among many stakeholders and the industry is seen
as vulnerable to permanent losses in market share and overall vitality.
Uncertainty around the consumer is a key concern relative to demand – safety concerns persist.
Harvesters
► What will future harvesting
seasons look like? Has the oil
spill impacted fish stock?
► If I harvest in more distant
waters, will I be successful?
Processors
Retail
► Type
Will the supply situation
stabilize?
►
► Type
What are the reasons
consumers are not buying?
► What prices will we have to pay
for product?
► Will I be able to get product?
► Is the product really safe?
► Will consumers return to buying
GOM seafood?
► Where is the oil? Will I catch
contaminated product?
► Will my retail customers return?
Buy product at higher prices?
► If I harvest product, will there
be a market for it?
► What will the demand situation
be like next year?
► Will I get a good price for my
catch to justify the risk and
operating expenses?
► How much seafood should we
buy and stock in our warehouse?
► Is this still a viable industry to
participate in?
6
► What will it cost me to buy
GOM seafood?
► Can I pass on costs to
consumers?
► How can I remain profitable in a
low margin business?
Key Takeaways – Qualitative Research
► The oil spill has had a significant negative impact across the entire seafood
supply chain, disrupting supply and driving up prices, while overall consumer
demand is down.
► Smaller harvesters, processors, retailers and restaurants significantly impacted,
with some going out of business.
► There remains a high degree of fear and uncertainty among many stakeholders
and the industry is seen as vulnerable to permanent losses in market share and
overall vitality.
► Industry participants think there is a significant consumer safety perception
problem impacting demand.
► Stakeholders at all levels suggest that a seafood safety campaign is badly
needed to restore consumer confidence.
7
Consumer
Study
(Quantitative Findings)
Interview Content
• Consumption behaviors
• Recent changes in consumption behaviors
and reasons
• Likelihood to consume in the future
• Reasons for change in consumption
Consumption
behaviors
Food Safety
Attitudes
• General food safety attitudes, perceptions,
concerns
• Awareness of recent food safety issues
• Place of origin – awareness and
importance
Gulf Coast
Seafood Safety
Issues
• Drilldown questions related to seafood and
Gulf in particular
• Levels of concern
• Changes in consumption (oil spill related)
• Perceptions & Solutions
• The study was designed so that purchase behavior questions where first asked in the context of “all
proteins” to disguise intent.
• In addition to other proteins, various types of seafood were included to disguise types of seafood
that might be more readily associated with the Gulf Coast harvesting region.
• Questions were asked for at-home preparation and out-of home consumption.
9
Methodology
Lieberman Research Worldwide conducted the quantitative consumer study. Data for this study was
collected via online interviews between December 1st – 8th, 2010.

Qualified respondents met the following criteria:
 Age 18 or over

 Primary or shared decision maker regarding food
purchases for their household (including food
purchases for at-home preparation and consumption
and restaurant purchases)
 Purchased at least one of the following types of
seafood in the past 12 months:
• Shrimp
• Crab
• Oysters
• Tilapia/Catfish/Freshwater Trout
• Salmon/Tuna/Cod/Mahi Mahi/Swordfish
• Snapper/Grouper/Mullet/Red Drum/Billfish


A total of 1,000 interviews were completed
from a nationally representative sample of
online respondents.
To ensure a sufficient sample size for state
level analysis of targeted Gulf States,
additional interviews were conducted.
Following are the total number of interviews
conducted in each of the Gulf states:
Alabama
200
Florida
201
Louisiana
201
Mississippi
199
Texas
200
Data were weighted on age, income, gender and ethnicity to reflect 2000 U.S. Census
demographic data.
Data were weighted at the state level for the five Gulf States and at a cumulative level for
the other 45 states. The Gulf States data were weighted down to represent their proper
proportion of the U.S. population.
10
How have
seafood
purchase habits
changed
overall?
Consumers Have Cut Back More On Seafood Than Any Other Type Of Protein
Seafood consumers have cut back on home consumption of oysters more than they have cut back on any
other protein, with about four in ten past 12 month purchasers indicating that they are buying fewer
oysters compared to a year ago. Past 12 month seafood purchasers, both overall and in the Gulf States,
have also cut back on other types of seafood more than they have cut back on other types of proteins
(e.g. beef, pork and chicken).
Consumption At Home Compared To A Year Ago
Base: Past 12 Month Purchasers For Home
Less Often
Difference Between Less
Often And More Often
More Often
Oysters
(n=295)
(n=190)
Crab
(n=731)
(n=419)
30%
30%
8%
10%
-22 pts
-20 pts
Snapper/Grouper/Red Mullet/Billfish
(n=431)
(n=277)
28%
30%
7%
12%
-21 pts
-18 pts
Tilapia/Catfish/Trout
(n=1,053)
(n=636)
23%
23%
Shrimp
(n=1,354)
(n=773)
22%
22%
(n=1,255)
(n=638)
19%
22%
Tuna/Salmon/Cod/Mahi Mahi/Swordfish
37%
42%
-32 pts
-34 pts
5%
8%
16%
21%
14%
13%
19%
21%
Beef
(n=1,706)
(n=951)
15%
14%
Pork
(n=1,525)
(n=860)
14%
11%
Chicken
(n=1,757)
(n=969)
7%
7%
-7 pts
-2 pts
-8 pts
-9 pts
0 pts
-1 pts
14%
14%
-1 pts
0 pts
11%
13%
-3 pts
+2 pts
26%
23%
+19 pts
+16 pts
Total US
Gulf States
Q1b
We are interested in understanding whether you are eating the following items more or less compared to a year ago. During the past six months (May 2010-November
2010, did you buy the following foods to prepare and eat at home less often, with about the same frequency, or more often compared to the same time last year?
12
Various Reasons Contribute to Declines
Cost is attributed to the primary reason for decreased consumption
Safety is also a concern, especially when it comes to oysters.
Reasons For Eating Type Of Seafood Less
Often At Home
Total US/ At Home
Cost
The cost has increased too much
Too expensive
Safety
Not as safe as it used to be
Concerned about getting sick
Quality
The quality is not as good as it used to be
Tuna/
Salmon/
Cod/
Snapper/
Grouper/
Beef
Red
Mullet/Billfish
(n=112)
(n=219)
Shrimp
Crab
Oysters
Tilapia/
Catfish/
Trout
(n=277)
(n=197)
(n=105)
(n=215)
(n=256)
39%
53%
36%
58%
27%
33%
26%
23%
33%
44%
31%
47%
13%
9%
13%
6%
25%
28%
14%
12%
7%
8%
11%
13%
15%
11%
10%
17%
16%
(n=276)
(n=255)
41%
36%
Pork
Chicken
(n=206)
(n=46)
23%
27%
19%
14%
21%
12%
9%
15%
12%
12%
6%
11%
6%
13%
14%
10%
13%
13%
13%
19%
19%
22%
3%
4%
4%
(n=168)
(n=223)
(n=246)
(n=173)
(n=251)
(n=206)
(n=138)
38%
55%
35%
40%
27%
23%
37%
36%
46%
51%
20%
24%
16%
19%
16%
10%
24%
20%
14%
7%
39%
38%
17%
14%
7%
6%
10%
11%
8%
11%
7%
9%
9%
11%
15%
15%
24%
18%
17%
22%
7%
7%
9%
16%
12%
8%
7%
15%
21%
4%
1%
0%
Availability
Stores I visit no longer carry a good selection
Gulf Coast/ At Home
Cost
The cost has increased too much
Too expensive
Safety
Not as safe as it used to be
Concerned about getting sick
Quality
The quality is not as good as it used to be
Availability
Stores I visit no longer carry a good selection
Q3
You indicated that you are eating the following types of food less often this year compared to a year ago. Please tell us all of the reasons you are eating the following foods less
often this year compared to a year ago..
13
Summary Thoughts (Purchase Behavior)
► Consumer demand for seafood has declined significantly, and at higher levels than any
other type of protein.
► There are several reasons contributing to declines in demand.
► High cost/ increased cost is the biggest factor
► Safety concerns and deteriorated quality perceptions also play a role
► Consumption of shrimp, crab and finfish is anticipated to increase over the next six months,
but at a moderate level, and less so than the consumption of other types of protein.
14
To What Degree Is
The Decline In
Seafood Purchases
Specifically
Related to
Safety Concerns?
Concerns About Gulf Coast Seafood Are Greater Than For Other Domestic Seafood, But
Much Less Than Concerns About Imports
Level Of Concern About Gulf Coast Seafood Safety Compared To Other Areas
Base: Total Seafood Consumers (n=1,812)
Extremely/somewhat concerned about
safety of seafood from…
LEVEL OF CONCERN ABOUT THE SAFETY OF
GULF COAST SEAFOOD
Total US
Gulf States
Asia
55%
60%
Mexico/Latin America
53%
54%
Europe
39%
39%
Total
Gulf States
(n=1,812)
(n=1,001)
30%
29%
Gulf Coast
30%
29%
Extremely concerned
9%
10%
Southeast Coast
11%
12%
Somewhat concerned
21%
19%
Alaska/Canada
10%
11%
A little concerned
31%
23%
West Coast
9%
10%
Not at all concerned
39%
48%
Mid-Atlantic Coast
9%
9%
Northeast Coast
8%
8%
Extremely/Very concerned (net)
Q17
How concerned are you about your safety when eating seafood from the following areas?
16
Up to One in Five Consumers Avoid/Limit Buying GOM Seafood
On average 17% of consumers are concerned enough to limit purchase.
Gulf Coast residents are more inclined to believe that Gulf Coast seafood is safe.
Concern about safety is slightly higher for oysters, especially among Gulf Coast residents.
Level Of Concern About Specific Types Of Gulf Coast Seafood
Base: Past 12 Month Purchasers For Home Or At A Restaurant
Assume it is
perfectly safe
28%
11%
6%
Somewhat/
Very Concerned
17%
Total US
35%
7%
7%
11%
Gulf States
15%
15%
31%
25%
7%
11%
8%
6%
8%
18%
Total US
12%
8%
7%
14%
31%
24%
7%
(n=1638)
(n=918)
Shrimp
Q18
32%
26%
7%
20%
22%
17%
15%
Gulf States
Total US
Gulf States
Total US
Gulf States
(n=710)
(n=649)
(n=413)
(n=759)
(n=1228)
Crab
Oysters
If you were buying the following types of seafood today that came from the Gulf Coast, how safe would you consider each of them?
17
(n=491)
Finfish
Somewhat
concerned and
try to avoid
buying it
Very concerned
and won’t buy it
About One in Ten Have Cut Back As A Direct Result Of The Oil Spill
Among consumers who have purchased seafood in the past 12 months, about one in ten have cut back or
stopped buying particular types of seafood as a direct result of the oil spill in the Gulf. Declines in seafood
purchases are similar between seafood consumers overall and consumers residing in the Gulf States.
Stopped Buying Or Buying Less Seafood Because Of Oil Spill – Aided
Base: Past 12 Month Purchasers For Home Or At A Restaurant
10%
10%
9%
Total US
(n=1,638)
Gulf States
(n=918)
Total US
(n=1,228)
Shrimp
Q20
13%
11%
7%
Gulf States
(n=710)
Total US
(n=649)
Crab
Gulf States
(n=413)
Oysters
8%
8%
Total US
(n=759)
Gulf States
(n=491)
Finfish
How has your purchase of the following types of seafood changed as a direct result of the oil spill in the Gulf Coast? Please think about your changes in your behavior related
only to the oil spill, not for any other reason.
18
Summary Thoughts (Seafood Safety Regarding Gulf Coast Seafood)
► Safety perceptions related directly to the oil spill have negatively affected a relatively small
segment of seafood consumers.
► However, these are important consumers because they tend to be more frequent
consumers of seafood.
► They are also more likely to be aware of where their food comes from and more likely
to be aware of food safety issues in general.
► Seafood consumers who report cutting back on seafood purchases because of rising costs
or other reasons represent about one-third of the market.
► Price-sensitive consumers tend to be more infrequent purchasers of seafood, but have
intentions to purchase seafood more regularly in the future.
► Increased purchase frequency will likely depend on prices coming down, or their
overall economic situation improving.
19
What Can Be
Done To Boost
Consumer
Confidence In
Gulf Coast
Seafood?
Top of Mind Awareness of the Oil Spill As a Potential Food Safety Concern Is
Relatively Low
The proportion of consumers aware of any recent food safety issues is noticeably higher among Gulf
Coast residents compared to consumers overall. Among those consumers who are aware, twice as many
Gulf Coast residents identify safety issues related to the contamination of seafood as a result of the oil
spill in the Gulf Coast compared to consumers overall.
Awareness Of Food Safety And Seafood Safety Issues – Unaided
Base: Total Seafood Consumers
TOP FIVE SPECIFIC FOOD SAFETY RELATED ISSUES RECALLED
(Among those aware of recent food safety issues)
AWARE OF ANY RECENT FOOD SAFETY ISSUES
(n=1,812)
Total US
(n=1,812)
Gulf States
(n=1,001)
41%
31%
13%
11%
11%
10%
Safety issues related to
contamination of seafood from the
oil spill in the Gulf Coast
8%
18%
Issues related to other types of
contamination of seafood (i.e.
mercury)
8%
8%
Eggs Recall/Salmonella
Meat Recall/e-coli
No
49%
Yes
51%
Gulf States
Q9a
Q9b
Spinach Recall
(n= 1,001)
Yes
55%
No
45%
Have you heard or read about any recent issues regarding the safety of any specific food products sold in the United States?
What recent issues have your read or heard about lately with regard to food safety?
21
Most Seafood Consumers Trust That Authorities Are Doing A Good Job Of Ensuring
Safety
The majority of seafood consumers, both in the Gulf Coast and in other regions, believe that the food they
eat is safe and trust the FDA, other agencies and retailers to keep food safe. Gulf Coast residents are
significantly more likely to make it a point to eat Gulf Coast seafood to help the economy than seafood
consumers in other regions.
Attitudes About Food Safety
Base: Total Seafood Consumers
66%
68%
Trust retailers to provide safe food
65%
61%
I tend to believe that the food I eat is safe
61%
63%
Trust the FDA and other agencies to keep food safe
45%
Make a point of eating Gulf Coast seafood to help the economy
63%
Other Regions
East Coast = 42%
West Coast = 38%
Central US = 43%
43%
44%
Tired of being told food is unsafe – just want to eat what tastes good
37%
34%
The media is usually accurate
Total US (n=1,812)
Gulf States (n=1,001)
Q16
Below are two pairs of statements about general attitudes. For each row below, please read the statements on both ends of the grid, and then indicate which statement you
agree with more. If you agree with one much more than the other, choose the button closest to the statement. If you agree somewhat with both of them, choose the button closer
to the statement you agree with more.
22
About Half Of Consumers Regularly Search For Food Safety Information
Among those who search occasionally or regularly for food safety information, just over a third are
searching more this year than last year for information related to food contamination, food recalls and
food-borne diseases. Gulf Coast residents are significantly more likely than consumers in other areas to
have increased their search for information related to food contamination.
Frequency Of Searching About Food Related Information
Base: Total Seafood Consumers
PERCENT SEARCHING OCCASIONALLY
OR REGULARLY
PERCENT SEARCHING FOR INFORMATION MORE
FREQUENTLY COMPARED TO A YEAR AGO
(Among Those Searching Occasionally Or Regularly)
Nutritional Content
81%
82%
(n=1,461)
(n=815)
32%
34%
Fat/Calorie Content
79%
82%
(n=1,437)
(n=808)
33%
31%
(n=949)
(n=553)
35%
38%
Food Contamination
52%
53%
(n=874)
(n=497)
35%
41%
Food-Borne Disease
50%
54%
(n=862)
(n=506)
38%
31%
55%
59%
Food Recalls
Total US (n=1,812)
Gulf States (n=1,001)
Q7
Q8
Thinking about the past six months (May 2010 – November 2010)how often have you looked for information regarding the topics below?
Did you look for information on these topics less often, with about the same frequency or more often this year (May 2010 – November
2010) compared to the same time period a year ago (May 2009 – November 2009).
23
Other Regions
East Coast = 31%
West Coast = 34%
Central US = 35%
Most Seafood Consumers Have Fairly Limited Knowledge Of Some Safety Testing Or
Preventative Measures Occurring In The Gulf Coast
Familiarity With Seafood Safety Testing And Preventative Measures
Base: Total Seafood Consumers
Total
Gulf States
(n=1,812)
(n= 1,001)
Know a lot about testing methods/preventative
measures
1%
2%
Know a little about testing methods/preventative
measures
15%
20%
Heard about testing methods/preventative measures
50%
51%
34%
27%
Did not know about testing methods/preventative
measures
Q22 How familiar are you with the current testing methods and preventative measures used to ensure the safety of seafood that comes from the Gulf Coast?
24
Greater Access To Test Results And More Independent Testing Are Most Likely To
Ease Consumers Fears
Among seafood consumers who are somewhat or extremely concerned about the safety of Gulf Coast
seafood, having access to test results and increased testing by independent third parties would be most
effective at boosting their confidence in the safety of Gulf Coast seafood.
Top Five Measures For Boosting Confidence In The Safety Of Gulf Coast Seafood
Base: Consumers Who Are Concerned About The Safety Of Gulf Coast Seafood
62%
Make the test results more accessable to the public
52%
62%
55%
Conduct more independent third-party testing (i.e.
university or private organizations)
Reassurance of safety from medical experts
51%
50%
Conduct more seafood industry testing
50%
47%
Conduct tests using more stringent methods
50%
44%
Total US (n=399)
Gulf States (n=212)
Q21 What, if anything, can be done to help boost your confidence in the safety of seafood that comes from the Gulf Coast? Please select all the apply.
25
Federal Agencies Are The Most Credible Source For Food Safety Information
Consumers are most trusting of safety information that comes from Federal agencies. Consumer groups
and independent agencies also hold some clout among consumers overall and Gulf Coast residents.
Top Five Credible Sources For Food Safety Information
Base: Total Seafood Consumers
Total US
Gulf States
(n=1,812)
(n=1,001)
Federal Agencies (FDA, EPA, etc.)
56%
50%
Consumer groups
41%
40%
39%
40%
36%
38%
36%
35%
Independent/third-party food inspection
agencies
Local government agencies (Department
of Marine Resources, Department of
Environmental Quality, State
Department of Health)
Universities/University researchers
Q27 If you were seeking information regarding the safety of the seafood that comes from the Gulf Coast, which of the following sources would you trust the most to provide you with
credible information? Please select the THREE resources you would trust the most.
26
Freshness And Cost Are Most Important When Selecting Center-Of-Plate Foods
Consumers are paying most attention to the freshness and cost when selecting meat, poultry and
seafood. A reassurance of safety and particular place of origin is more important when selecting seafood
than when selecting meat or poultry products to prepare at home.
Important Factors When Selecting Meat, Poultry, Seafood For Home Preparation
And Consumption – Total US
Base: Past 12 Month Purchasers For Home
Meat
Poultry
Seafood
(n=1,742)
(n=1,768)
(n=1,645)
Freshness
61%
Cost
59%
58%
Low in fat/lean
55%
34%
31%
31%
Can be prepared in a variety of ways
31%
33%
28%
Comes from particular place in the U.S.
6%
Particular brand
4%
Other
Q4
27%
17%
24%
35%
20%
Reassurance of safety
19%
20%
25%
Nutritious/Healthy
58%
29%
Easy to prepare
Color/appearance
70%
35%
20%
26%
5%
13%
1%
1%
20%
3%
1%
Now, we would like you to think about what is important to you when buying meat, poultry and seafood ([to prepare and eat at home]/([to eat in a restaurant]). Please select the
top THREE things that are most important to you when purchasing each of the following types of food ([to prepare at home]/[to eat at a restaurant]).
27
Most Consumers Believe That The Quality Of U.S. Seafood Is Superior To The Quality
Of Imported Seafood
About half of seafood purchasers believe that shrimp, crab, oysters and finfish are better quality when they
are harvested in the United States. The belief that U.S. seafood is better than imported seafood is even
stronger among Gulf Coast residents.
Quality Of U.S. Seafood Compared To The Quality Of Import Seafood
Base: Past 12 Month Purchasers For Home Or At A Restaurant
The quality of US food is
better than the quality of
imported food
64%
51%
12%
14%
14%
7%
6%
7%
6%
4%
Gulf States
(n=956)
Total US
(n=1,704)
Gulf States
(n=956)
Total US
(n=1,704)
Gulf States
(n=956)
Shrimp
Crab
65%
51%
14%
6%
Q6
55%
69%
58%
13%
18%
Total US
(n=1,704)
61%
13%
18%
There is no difference in
quality between U.S. food
and imported food
The quality of imported
food is much better than
the quality of U.S. food
6%
6%
Oysters
Total US
(n=1,704)
Gulf States
(n=956)
Finfish
Now, we would like you to compare the quality of U.S. foods to the quality of imported foods for the types of foods listed below. Please select the answer that best fits your
opinion about the quality of U.S. foods vs. the quality of imported foods.
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Consumers Are More Likely To Know The Source Of Their Seafood When
Purchasing For Home Use
Generally, the source of seafood is more commonly known when purchasing for home preparation and
consumption. Recent seafood purchasers, however, are more likely to know the source of oysters than
they are to know the source of any other type of seafood when purchasing for home preparation and
restaurant consumption.
How Often Know Where Seafood Comes From
Base: Past 12 Month Purchasers For Home Or At A Restaurant – Total US
55%
46%
35%
34%
Always/Usually
knows source
33%
22%
20%
13%
25%
29%
37%
40%
36%
51%
51%
Rarely/Never
know source
62%
At Home
Restaurant
(n=1,354)
(n=1,521)
Shrimp
Q10
Q11
At Home
(n=731)
Restaurant
At Home
(n=1,105)
(n=295)
Crab
Restaurant
(n=573)
Oysters
At Home
Restaurant
(n=431)
(n=658)
Finfish
How often do you know the source (where it originated- such as locally grown, Alaska, West Coast, East Coast, etc.) when buying the following types of foods to prepare and eat
at home?
How often do you know the source (where it originated- such as locally grown, Alaska, West Coast, East Coast, etc.) when ordering the following types of foods at a restaurant?
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Shellfish, Specifically Shrimp, Is Most Identified With The Gulf Coast
Overall, nearly three-quarters of consumers can identify the source of shrimp. Half of consumers identify the
Gulf Coast as a source for shrimp, and over one-third identify the Gulf Coast as harvesting the best quality
shrimp. Most consumers can also identify a source for crab and oysters, but the Gulf Coast is less
associated with these types of seafood than with shrimp. The majority of seafood consumers cannot identify
a source of finfish.
Association of Types of Seafood With Gulf Coast Origin & Perception of Gulf Coast Seafood
Quality
Base: Past 12 Month Purchasers For Home Or At A Restaurant – Total US
Can
Identify
Source
74%
80%
77%
60%
52%
34%
29%
26%
24%
34%
19%
52%
38%
38%
32%
19%
28%
19%
24%
17%
15%
10%
8%
Shrimp
(n=1638)
13%
9%
11%9%
9%
5%
7% 6%
7% 6%
Crab
Oysters
Snapper*
Grouper*
Mullet*
Red Drum*
Amberjack*
Billf ish*
Spotted Sea
Trout*
Cobia*
(n=1228)
(n=649)
(n=759)
(n=759)
(n=759)
(n=759)
(n=759)
(n=759)
(n=759)
(n=759)
Percent of consumers who associate type of seafood with the Gulf Coast
Percent of consumers who believe that the best quality of a type of seafood comes from the Gulf Coast
* Based to past 12 month purchasers of finfish
Q12 Please tell us, to the best of your knowledge, where each of the following types of seafood sold in the United States comes from (select all regions that apply).
Q15 Now, for each type of seafood listed below, please tell us in which one region the best quality if found. Please select only one region of each type of seafood listed below.
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Summary Thoughts
► The supply chain is still healing
► There is still a supply/demand/pricing disruption and much uncertainty within the
supply chain relative to the consumer.
► The industry is in need of a rally point to drive demand
► Overall, consumer safety issues related to the DWH spill are waning.
► Safety is a table-stake issue for food and will always be an important message point.
► However, negative safety perceptions of GOM product is significantly higher than other
U.S. regions – this is a long-term problem fixable only by time (and communications).
► The consumer ‘problem’ is more in relation to the price/value equation
► Consumers generally trust retailers and restaurants to provide safe/quality food.
► Price is the dominant reason consumers are cutting back (with exception of oysters)
► Freshness and cost are more important decision factors for buying seafood.
► There is a significant opportunity to differentiate GOM product
► Most consumers believe that U.S. seafood is superior to the quality of imports.
► Except for shrimp, the majority of seafood consumers outside the Gulf Coast don’t
perceive the area to be the source for best quality seafood.
► Messages that most resonate focus on freshness, quality and heritage
► Messages that address safety head-on could cause doubt
► This message is best conveyed in more targeted communications, available to those
who will seek it (heavy seafood users).
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