Fish and chip research methodology

The nutritional research involved testing samples from hundreds of shops and interviews with 1,500 consumers.

Seafish and AHDB Potatoes, with the support of other leading industry stakeholders, have undertaken a comprehensive program of research, investigating the nutritional make up of fish and chips, the difference in portion sizes across Britain, and seeking insight from consumers as to their preference when buying and eating fish and chips. This research is intended to help fish and chip shop operators make informed decisions concerning the nutritional value of fish and chips and for them to consider the business growth opportunities that exist as a result of such consumer insight.

The Consumer Preference Survey element of the research involved surveying 1,500 consumers and investigating their buying behaviours and preferences.

The Portion Size Survey element of the research involved mystery visits to 580 different fish and chip shops across Great Britain to purchase and weigh portions of fish and chips, the results of which provide a comprehensive overview of the differing portion sizes that are currently available to the consumer.

The Nutritional Compostion element of the research involved the preparation and cooking of more than 400 fish and chips (and mushy peas) samples using a wide variety of criteria such as temperature, cooking time, etc for subsequent nutritional analysis. This nutritional analysis looked at such elements as:

• Proximates (protein, fat, energy (kcal and kJ), cholesterol)
• Carbohydrates
• Fibre
• Fatty acids
• Inorganics (such as salt)
• Vitamins and minerals