Author/s: Violeta Stancu (Aarhus), Karen Brunsø (Aarhus), Irene Peral (AZTI), Elena Santa Cruz (AZTI), Begoña Alfaro (AZTI), Athanasios Krystallis (HCMR) and Luis Guerrero (IRTA)
The Mediterranean aquaculture industry is supplying steadily high volumes of fish. The development of new fish products for new customer segments can contribute to the expansion of the market and the long-term competitiveness of Mediterranean aquaculture.
The aim of the study reported in this deliverable (Deliverable 5.2) is to identify market segments, evaluate their potential for new fish product adoption and profile the key segments. In order to identify and profile consumer segments that are promising for new aquaculture fish products, data was collected in three European countries, Spain, Germany and France. Across the three countries, 1500 consumers answered a questionnaire and provided information regarding their food-related lifestyle, the frequency of buying and consuming fish, several psychological characteristics related to fish or aquaculture fish as well as socio-demographic characteristics.Continue reading