Consumer research

Knowing what influences consumers is the first step towards changing behaviour. We commission research into the attitudes to eating seafood.

State of the Nation consumer research

Report cover -State of the Nation Research - with Seafish logo and plate of fish and shellfish

Our most recent State of the Nation consumer research was conducted by YouGov in April 2018. A sample of 2,047 UK adults was used, with figures weighted to ensure that the findings are representative of all UK adults aged 18 and over.

This provided robust qualitative and quantitative data, which was analysed to produce findings that show:

  • Current UK consumption patterns of seafood
  • Consumer perceptions towards fish
  • Barriers to eating more seafood
  • Awareness of different species
  • Perceived health benefits of fish
  • Approaches to diet overall
  • Potential means of encouraging higher fish consumption.

Summary Document
We want businesses all along the supply chain to benefit from this insight and use the results to help shape their offering to consumers, so we’ve created a summary document that highlights the key messages from the research. It contains all the main facts and figures alongside practical suggestions for how industry can act on some of those findings.

Full Report
The complete research document is also available for those would like to see the full results of the study.

Video Presentation
A video presentation of the key findings and takeaways is also available to watch below.

Greg Smith, Head of Marketing at Seafish, gives an overview of key findings and takeaways from the State of the Nation consumer research.

Our market insight team use data and insight from retail, foodservice and trade reports to analyse consumption of seafood and shopper habits. 

You can download our latest consumer research reports from the links below.

Contact our Market Insight team

Do you need more insight on consumers habits in the UK? We're here to give you the best information to help you make informed decisions about your seafood business. All based on the latest and most reliable data.

Contact details for our Market Insight team are included below:

Richard Watson
Market Insight Analyst
01472 252 331
07944 682 763
Suzi Pegg-Darlison
Market Insight Analyst
01472 252 358
07944 682 697
Julia Brooks
Market Insight Analyst
01472 252 319
07944 682 751