Sei sulla pagina 1di 153
Special Eurobarometer 450 Report EU consumer habits regarding fishery and aquaculture products Fieldwork June 2016

Special Eurobarometer 450

Report

EU consumer habits regarding fishery and aquaculture products

Fieldwork

June 2016 January 2017

Publication

Survey requested by the European Commission, Directorate-General for Maritime Affairs and Fisheries and co-ordinated by the Directorate-General for Communication

This document does not represent the point of view of the European Commission. The interpretations and opinions contained in it are solely those of the authors.

Special Eurobarometer 450 – Wave EB85.3 – TNS opinion & social

Special Eurobarometer 450

Report

EU consumer habits regarding fishery and aquaculture products

June 2016

Survey conducted by TNS opinion & social at the request of the European Commission, Directorate-General for Maritime Affairs and Fisheries

Survey co-ordinated by the European Commission, Directorate-General for Communication (DG COMM “Strategy, Corporate Communication Actions and Eurobarometer” Unit)

Project number

2016.6862

Project title

Special Eurobarometer 450 - June 2016

Linguistic version

“EU consumer habits regarding fishery and aquaculture products” Report EN

Catalogue number

KL-01-16-944-EN-N

ISBN

978-92-79-62741-5

© European Union, 2016

doi:10.2771/443961

http://ec.europa.eu/COMMFrontOffice/PublicOpinion

EU consumer habits regarding fishery and aquaculture products

June 2016

TABLE OF CONTENTS

Special Eurobarometer 450

Report

INTRODUCTION

2

KEY FINDINGS

4

I. CONSUMERS HABITS REGARDING FISHERY AND AQUACULTURE PRODUCTS

8

1 Frequency of eating fishery and aquaculture products

8

a. Consumption of fishery and aquaculture products at home

8

b. Consumption of fishery or aquaculture products at restaurants and other food

outlets

13

c.

Consumption of fishery and aquaculture products (total)

17

2 Frequency of buying fishery and aquaculture products

18

3 Where people buy fishery and aquaculture products

22

4 What type of products people buy

26

5 Trying new fishery and aquaculture products: attractiveness and occasions

39

6 Influence of media, family and friends on consumption habits

46

7 Influence of price and points of sale on consumption habits

49

II. PREFERENCES REGARDING FISHERY AND AQUACULTURE PRODUCTS

53

1 Reasons for buying or eating fishery and aquaculture products

53

2 Reasons for not eating fishery and aquaculture products

57

3 Most important aspects when buying fishery and aquaculture products

60

4 Preferences regarding wild or farmed products

65

5 Preferences regarding sea or freshwater products

69

6 Preferences in terms of origin of the products

73

III. INFORMATION ON FISHERY AND AQUACULTURE PRODUCTS

77

1 Sources of information on fishery and aquaculture products

77

2 Clarity of information accompanying fishery and aquaculture products

81

3 Relevance of mandatory information

83

a. Information on labels of fresh, frozen, smoked and dried products

83

b. Information that should be on tinned or prepared products

87

4 Interest in voluntary information

92

Trust in different types of information accompanying fishery and aquaculture products

5

97

CONCLUSION

101

ANNEXES

Technical specifications

Questionnaire

Tables

1

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

INTRODUCTION

The European Union is a major market for fishery and aquaculture products: in 2015, European households spent 54 billion euro for these products. Consumption per capita is also on the rise, and is catching up with its pre-economic crisis levels (2008: 26 kg per capita, 2015: 25,5 kg per capita) 1 .

The European Commission’s overall aim in this area is to secure a safe and stable supply of seafood, sustainable fisheries, healthy seas and prosperous coastal communities for today’s Europeans and future generations 2 . This involves formulating, developing and implementing the Common Fisheries Policy (CFP) 3 – a set of rules for managing European fishing fleets, conserving fish stocks and managing the market for fishery and aquaculture products.

In order to properly develop and implement changes to policies such as the CFP, the European Commission regularly sources economic statistics relating to the state of the fisheries and maritime industry, but also seeks out the views of its citizens and stakeholders.

This Special Eurobarometer survey aims at improving understanding of the EU internal market for fishery and aquaculture products to allow operators to be more competitive and to support new strategies that can stimulate growth, strengthen economic activities in the internal market and lead to job creation. It will provide key information for operators to adapt their strategies to the changing needs of consumers and thus make the most of the opportunities of the Single Market.

The survey will also explore consumers' understanding and trust of the information that accompanies fishery and aquaculture products, given that the rules on the labelling of these products changed in December 2014. This information ensures consumer protection within the EU and promotes consumers' empowerment in the market for fishery and aquaculture products.

The main objectives of this survey are to:

§ Understand consumer habits regarding fishery and aquaculture: how frequently do consumers eat and/or buy these products? What types of products do they buy and where they buy them?;

§ Find out what influences consumption;

§ Explore the reasons for buying or eating fishery and aquaculture products, or not;

§ Determine whether there is consumer preference for wild or farmed products, sea or freshwater products, or in terms of origin;

§ Investigate what consumers think about the information accompanying fishery and aquaculture products and whether they trust information provided by the government, by certified authorities or by the brand or seller.

1 2016 edition of The EU Fish Market:

http://www.eumofa.eu/documents/20178/77960/The+EU+fish+market+-+2016+Edition.pdf/ca1e7801-c4da-4799-aa00-f3d1784a3021

2 Directorate-General for Maritime Affairs and Fisheries’ Mission Statement:

http://ec.europa.eu/dgs/maritimeaffairs_fisheries/about_us/mission_statement/index_en.htm

3 Common Fisheries Policy: http://ec.europa.eu/fisheries/cfp/index_en.htm

2

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

This survey was carried out by the TNS Opinion & Social network in the 28 Member States of the European Union between 4 June and 13 June 2016. A total of 27,818 EU citizens from different social and demographic categories were interviewed face-to-face at home and in their native language on behalf of the Directorate-General for Maritime Affairs and Fisheries.

The methodology used is that of Eurobarometer surveys as carried out by the Directorate-General for Communication (“Strategy, Corporate Communication Actions and Eurobarometer” Unit). A technical note on the manner in which the interviews were conducted by the institutes within the TNS opinion & social network is appended as an annex to this report. Also included are the interview methods and the confidence intervals.

Note: In this report, countries are referred to by their official abbreviation. The abbreviations used in this report correspond to:

Belgium

BE

Lithuania

LT

Bulgaria

BG

Luxembourg

LU

Czech Republic

CZ

Hungary

HU

Denmark

DK

Malta

MT

Germany

DE

The Netherlands

NL

Estonia

EE

Austria

AT

Ireland

IE

Poland

PL

Greece

EL

Portugal

PT

Spain

ES

Romania

RO

France

FR

Slovenia

SI

Croatia

HR

Slovakia

SK

Italy

IT

Finland

FI

Republic of Cyprus

CY *

Sweden

SE

Latvia

LV

United Kingdom

UK

European Union – weighted average for the 28 Member States

EU28

* Cyprus as a whole is one of the 28 European Union Member States. However, the ‘acquis communautaire’ has been suspended in the part of the country which is not controlled by the government of the Republic of Cyprus. For practical reasons, only the interviews carried out in the part of the country controlled by the government of the Republic of Cyprus are included in the ‘CY’ category and in the EU28 average.

We wish to thank the people throughout the European Union

who have given their time to take part in this survey.

Without their active participation, this study would not have been possible.

3

EU consumer habits regarding fishery and aquaculture products

June 2016

KEY FINDINGS

Special Eurobarometer 450

Report

CONSUMER HABITS REGARDING FISHERY AND AQUACULTURE PRODUCTS

Majority of Europeans eat fishery and aquaculture products at home regularly

§ More than seven in ten EU citizens (72%) say they eat fishery and aquaculture products at home at least once a month, with the relative majority (42%) eating these products at least once a week.

§ Eating fishery and aquaculture products in restaurants is experienced by fewer Europeans on a regular basis, with less than four in ten (34%) eating these products at least once a month.

§ Countries surrounded by water, and by more readily available sources of fish, are more likely to eat these products at least once a month, compared with land-locked countries. For example, respondents in Hungary (26%) are less likely compared to those in Spain (93%) to eat these products at least once a month.

Fishery and aquaculture products are bought by Europeans at least once a month

§ More than two thirds (67%) of Europeans say they buy fishery and aquaculture products at least once a month, with the relative majority buying these products at least once a week

(37%).

§ The grocery store or supermarket is where the majority of EU citizens buy their fishery and aquaculture products (74%). Two in five buy them from the fishmonger or specialist shop (40%), while a quarter buy them from markets (25%).

§ With the exception of breaded products and ready meals, most EU consumers buy fishery and aquaculture products ‘often’ or from ‘time to time’:

More than two thirds of respondents buy frozen (69%), fresh products (67%) and 61% buy tinned products at least ‘from time to time’, whilst a smaller proportion say they buy smoked, salted, dried or in brine products (50%) at least ‘from time to time’.

The majority of EU consumers (59%), however, say they do not buy breaded products and ready meals based on fishery and aquaculture products, or do so rarely.

§ At least six in ten consumers say they buy loose products (e.g. from the fishmonger) (68%) and pre packed products (62%) at least ‘from time to time’.

Trying new fishery and aquaculture products and species is appealing to a majority of European consumers

§ Six in ten European consumers (60%) agree they like to try new products and species.

§ Most of those who buy or eat fishery and aquaculture products try new products or species at home (64%). The majority also try new products when there is a promotional event or at a restaurant (both 56%).

4

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

EU consumers prefer suggestions from family or friends when trying new products

§ EU consumers are more likely to buy or eat products suggested by family and friends (76% agree) than those referenced on TV, websites, books or magazines (44% agree).

If the price of fishery and aquaculture products were not so high, majority of European consumers say they would buy or eat more

§ More than two thirds of those who buy or eat fishery and aquaculture products (68%) agree they would buy or eat more of these products if the price was not so high, with a third who say they ‘strongly agree’ (33%) and a further 35% who ‘tend to agree’.

§ A smaller proportion, although it is the majority view (51%), say they would buy or eat more if the choice and points of sale were more diversified.

PREFERENCES REGARDING FISHERY AND AQUACULTURE PRODUCTS

European consumers buy or eat fishery and aquaculture products because they are healthy and taste good

§ The absolute majority of EU citizens who buy or eat fishery and aquaculture products say they buy these products because ‘they are healthy’ (74%) and ‘they taste good’ (58%). The third most frequently mentioned reason by less than a third of consumers (30%) is ‘they contain little fat’.

§ Most Europeans who never eat fishery and aquaculture products say the main reason is because they don’t like the taste, smell or appearance of these products (55%).

The product’s appearance and the cost are the most important aspects when purchasing fishery and aquaculture products

§ Two main aspects are mentioned by the majority of EU consumers as the most important when buying fishery and aquaculture products: the product’s appearance (58%) and the cost of the product (55%). The origin of the product is the third most frequently mentioned aspect by 42% of European consumers.

The relative majority of European consumers prefer wild to farmed products and sea to freshwater products

§ More than a third of Europeans who buy or eat fishery and aquaculture products (34%) prefer wild products, however a reasonable proportion of consumers (31%) have no preference for either wild or farmed, and only 8% say they prefer farmed products.

§ Products coming from the sea are preferred by a relative majority of EU consumers (39%), however again there is a large proportion of respondents who do not have a preference for either sea or freshwater products (35%). As few as 7% of respondents prefer freshwater products.

5

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

Most European consumers prefer products from their own country

§ The relative majority of EU citizens who buy or eat fishery and aquaculture products (37%) prefer products from their own country, followed by products from their own region (29%) and products from the EU (14%). Very few prefer products from outside of the EU (3%).

§ A reasonable proportion of respondents say they don’t really have a preference (23%) as to where the products are from.

INFORMATION ON FISHERY AND AQUACULTURE PRODUCTS

EU consumers get most information about fishery and aquaculture products from store employees or fishmongers

§ The majority of EU citizens who buy or eat fishery and aquaculture products (52%) say they get most of the information about fishery or aquaculture products from the store employee or fishmonger.

§ TV, books and magazines (29%) are the second most frequently mentioned source of information, and slightly less consider their family and friends (28%). Less than a quarter of respondents use the internet as a source of information on FAPs (24%).

Consumers of fishery and aquaculture products think the information accompanying these products is clear and easy to understand

§ More than two thirds of EU citizens who buy fishery and aquaculture products (69%) think the accompanying information is clear and easy to understand, however with some reservations: 52% say ‘yes to some extent’ and 17% say ‘yes, definitely’.

For fresh, frozen, smoked and dried products, the majority of EU consumers consider most of the mandatory information on labels as important

§ 94% of those who buy or eat fishery and aquaculture products consider the “use by” or “best before” date as an important information on labels of fresh, frozen, smoked and dried products, with high proportions indicating it is ‘very important’ (74%).

§ More than four in five (88%) consumers say the name of the product and the species is important. ‘Whether a product was previously frozen’ is also considered a key information element by 85% of respondents. More than seven in ten think ‘whether it is a wild or farmed product’ (73%) and ‘the area of catch or production’ (72%) are important.

§ However, the absolute majority of EU consumers (51%) do not think ‘the fishing gear used to catch the product’ is important information on the labels.

For tinned or prepared products, the product’s origin and the species are the two most important pieces of information that should appear on labels

§ The most frequently mentioned information European consumers think should appear on labels of tinned or prepared products is ‘where the product comes from’ (70%). More than six in ten (64%) also believe the species that the product contains is important and 55% think whether the product is wild or farmed should be mentioned on the label.

6

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

§ Less than half of EU consumers think the location of the plant that processed the product should be on the label (41%), and again, less than a quarter of all respondents think ‘the fishing gear used to catch the product’ is important (23%).

Most European consumers say the ‘date of catch or production’ should be mentioned on all labels

§ More than three quarters of EU citizens who buy or eat fishery and aquaculture products (76%) think the date of catch or production should be on the labels of these products.

§ The second most frequently mentioned item, albeit with less than the majority with this view, is environmental information (39%), followed by 31% who think the country of the ship that caught the product should be mentioned and more than a quarter who think information about the fisherman/fish farmer (28%) should be on the label.

§ There seems to be less interest for other information pieces such as ethical information (23%), the port in which the product was landed (23%) and social information (15%)

Majority of European consumers trust all information on labels

§ More than seven in ten EU citizens who buy fishery and aquaculture products trust the information that accompanies these products that must be shown by law (81%), information certified by independent bodies (74%) and information provided by the brand or seller (71%).

7

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

I. CONSUMER HABITS REGARDING FISHERY AND AQUACULTURE PRODUCTS

This section of the report explores how frequently EU citizens say they eat fishery or aquaculture products (FAPs) at home or elsewhere, where they buy their products and the different types of products purchased. It also looks at whether consumers like to try new products and the type of occasions when they like to do so. Finally, the influence of media, family and friends on EU citizens’ consumption habits, as well as that of price, packaging and marketing materials is also explored in detail.

As an introduction to the survey, consumers were provided with a definition of “fishery and aquaculture products”. For the purposes of the survey, fishery and aquaculture products include edible fish, shellfish (for example, prawns or crayfish), mollusks (for example oysters and octopus) and seaweeds. The definition covered products that are farmed or wild and come from the sea or fresh water sources, as well as both raw and prepared products (for example fresh, frozen or tinned products).

1 Frequency of eating fishery and aquaculture products

a. Consumption of fishery and aquaculture products at home

A majority of Europeans eat fishery or aquaculture products at home at least once a month

Respondents were first asked how frequently they eat fishery or aquaculture products at home 4 .

More than seven in ten Europeans (72%) eat fishery or aquaculture products at home at least once a month, with around two in five consumers (42%) eating these products at home at least once a week and almost a third (30%) eating them at least once a month, but less than once a week.

Slightly more than one in ten Europeans (14%) eat fishery or aquaculture products at home several times a year, but less frequently than once a month, and a similar proportion (13%) never eat fishery or aquaculture products at home.

4 QC1.1. How frequently do you … Eat fishery or aquaculture products at home? At least once a week; At least once a month but less than once a week; Several times a year but less than once a month; Never; Don’t know.

8

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

regarding fishery and aquaculture products June 2016 Special Eurobarometer 450 Report Base: all respondents (N=27,818) 9

Base: all respondents (N=27,818)

9

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

According to the country analysis, in 27 out of the 28 Member States the absolute majority of respondents eat fishery or aquaculture products at home at least once a month.

Countries with the highest proportions of citizens eating fishery or aquaculture products at home at least once a month include Spain (92%), Sweden (90%) and Denmark (86%).

By contrast, respondents in Hungary are the least likely to eat fishery or aquaculture products at home at least once a month (25%). Half of the respondents in Slovakia (50%) and slightly more than half in Austria (51%) and the Czech Republic (54%) say they eat fishery or aquaculture at home at least once a month.

More than one in ten consumers in 15 Member States never eat fishery or aquaculture products at home. Countries with the highest proportions of respondents who never eat these products at home include Hungary (42%), Austria (30%) and Ireland (22%).

eat these products at home include Hungary (42%), Austria (30%) and Ireland (22%). Base: all respondents

Base: all respondents (N=27,818)

10

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

The socio-demographic analysis shows that:

§ No difference exists in terms of gender: men are as likely as women to eat fishery or aquaculture products at least once a month (71%).

§ Consumption of FAPs at home increases with the age of the respondents: older people are slightly more likely to say they eat FAPs at home at least once a month (75% of those aged 55 years or more vs. 63-73%).

§ Those who have finished their education aged 20+ years are the most likely to eat these products at home at least once a month (78% vs. 69-70%).

§ By occupation, managers (78%) and the self-employed (75%) are more likely to eat fishery and aquaculture products at home compared with the unemployed (67%).

§ Respondents who do not have difficulties paying bills (46%) are more likely to consume FAPs on a weekly basis, compared with those who regularly struggle to pay bills (35%).

When crossing results from other questions with this question, some interesting observations can be made:

§ Respondents who prefer wild to farmed products are more likely to eat FAPs at home more regularly (88% preference for wild, compared with 78% for farmed).

§ In a similar vein, those with a preference for products from the sea (88%) are more likely to eat them at home at least once a month than respondents preferring freshwater products (75%).

11

EU consumer habits regarding fishery and aquaculture products

June 2016

QC1.1

How frequently do you…

Eat fishery or aquaculture products at home (% - EU)

Special Eurobarometer 450

Report

 

At least once a week

At least once a month but less than once a week

Several times a year but less than once a month

Never

At least once a month

EU28

42

30

14

13

72

Gender

Gender

Man

41

30

15

13

71

Woman

42

29

14

14

71

Age

Age

15-24

29

34

18

18

63

25-39

38

30

15

16

68

40-54

43

30

15

11

73

55 +

47

28

13

11

75

Education (End of)

Education (End of)

15-

42

28

15

14

70

16-19

38

31

17

13

69

20+

50

28

11

10

78

Still studying

31

33

16

19

64

Socio-professional category

Socio-professional category

Self-employed Managers Other white collars Manual workers House persons Unemployed Retired Students

45

30

12

13

75

50

28

11

10

78

37

31

17

14

68

37

32

17

13

69

40

31

13

15

71

38

29

16

16

67

47

27

14

11

74

31

33

16

19

64

Difficulties paying bills

Difficulties paying bills

Most of the time From time to time Almost never/ Never

35

31

17

16

66

34

33

18

14

67

46

28

13

12

74

 

Preference for wild or farmed products

 

Wild

58

30

11

1

88

Farmed

38

40

19

3

78

No preference

46

34

18

2

80

 

Preference for products from sea or freshwater

 

From sea

57

31

11

1

88

From freshwater

33

42

23

2

75

No preference

46

35

17

2

81

12

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

b. Consumption of fishery or aquaculture products at restaurants and other food outlets.

More than a third of respondents eat fishery or aquaculture products at restaurants and other food outlets at least once a month

Respondents were also asked about their consumption of fishery or aquaculture products at restaurants and other food outlets (canteens, bars, market stands, etc.) 5 .

More than one third (34%) say they eat fishery or aquaculture products at restaurants and other food outlets ‘at least once a month’. More than one in ten respondents (11%) eat these products in restaurants ‘at least once a week’, and slightly less than a quarter (23%) say they do so ‘at least once a month, but less frequently than once a week’.

Slightly less than a third of respondents (31%) ‘never’ eat fishery or aquaculture products at restaurants and other food outlets.

aquaculture products at restaurants and other food outlets. Base: all respondents (N=27,818) 5 QC1.2. How frequently

Base: all respondents (N=27,818)

5 QC1.2. How frequently do you … Eat fishery or aquaculture products at restaurants and other food outlets (canteens, bars, market stands etc.)? At least once a week; At least once a month but less than once a week; Several times a year but less than once a month; Never; Don’t know.

13

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

At a country level, the absolute majority of respondents in 24 out of 28 Member States eat fishery and aquaculture products at least once a month or several times a year in restaurants or other food outlets.

Respondents in Luxembourg (52%), Sweden (50%), Malta and the United Kingdom (both 49%) are more likely to say they eat these products at least once a month in comparison with consumers in Hungary (8%), Greece (17%) and the Czech Republic (19%).

The absolute majority of consumers in Greece (55%) are more likely to say they eat fishery or aquaculture products in restaurants or other food outlets less frequently than once a month. This is also the case for the relative majority of respondents in nine other countries, including Denmark (47%), Germany (43%) and The Netherlands (43%).

The absolute majority of respondents in Hungary (66%), Latvia (54%), Lithuania (53%) and Romania (53%) say they never eat fishery or aquaculture products in restaurants or other food outlets.

they never eat fishery or aquaculture products in restaurants or other food outlets. Base: all respondents

Base: all respondents (N=27,818)

14

EU consumer habits regarding fishery and aquaculture products

June 2016

A socio demographic analysis shows:

Special Eurobarometer 450

Report

§ Men are slightly more likely than women to eat FAPs at least once a month at restaurants and other food outlets (37% vs. 31%).

§ People aged 25-54 tend to eat FAPs more regularly at restaurants compared with older and younger people (37-38% vs. 29-33%).

§ More educated people are more likely to eat FAPs at restaurants and other food outlets at least once a month compared with those who have finished earlier their education (41% of those who finished education aged 20 years or more vs. 26-32%).

§ From an occupation viewpoint, managers (49%) are more likely to eat FAPs in restaurants at least once a month than retired (27%) or house persons (24%).

§ Similar to the observations in the previous section, respondents who have difficulty paying bills are less likely to eat FAPs in a restaurant or food outlet on a regular basis (25% vs. 36% of those who don’t have difficulties).

§ Consumers with a preference for products from the sea to freshwater products are slightly more likely to eat at restaurants at least once a month (40% sea preference vs. 32% freshwater).

15

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

QC1.2

How frequently do you…

Eat fishery or aquaculture products at restaurants and other food outlets (canteens, bars, market stands etc.) (% - EU)

Report

 

At least once a week

At least once a month but less than once a week

Several times a year but less than once a month

Never

Don't know

At least once a month

EU28

11

23

34

31

1

34

Gender

Gender

Man

12

25

33

29

1

37

Woman

10

21

35

33

1

31

Age

Age

15-24

11

22

32

34

1

33

25-39

12

26

33

28

1

38

40-54

12

25

37

25

1

37

55 +

10

19

34

36

1

29

Education (End of)

Education (End of)

15-

9

17

34

39

1

26

16-19

10

22

34

33

1

32

20+

14

27

36

22

1

41

Still studying

11

22

33

32

2

33

Socio-professional category

Socio-professional category

Self-employed Managers Other white collars Manual workers House persons Unemployed Retired Students

13

31

32

23

1

44

18

31

33

17

1

49

11

25

38

25

1

36

12

23

35

29

1

35

7

17

37

38

1

24

9

21

33

36

1

30

9

18

33

39

1

27

11

22

33

32

2

33

Difficulties paying bills

Difficulties paying bills

Most of the time From time to time Almost never/ Never

10

15

34

40

1

25

9

21

35

33

2

30

12

24

34

29

1

36

 

Preference for products from sea or freshwater

 

From sea

14

26

40

19

1

40

From freshwater

10

22

34

34

0

32

No preference

12

26

38

23

1

38

16

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

c. Consumption of fishery and aquaculture products (total)

In the map of the European Union below, the results from the previous two questions are combined to show the percentage of respondents who eat fishery or aquaculture products either at home or at restaurants or other food outlets (or both) at least once a month.

At EU level, almost three quarters of the respondents (74%) say they eat FAPs at least once a month. This corresponds to the absolute majority in 27 of the 28 Member States. Consumers in Spain (93%) are most likely to say this, followed by consumers in northern European countries surrounded by seawater, such as Sweden (92%), Estonia (87%), Denmark (87%) and Finland (85%). Respondents in land-locked countries such as Slovakia (52%), the Czech Republic (56%) and Austria (57%) are less likely to eat fishery and aquaculture products at least once a month than those in countries surrounded by water or with large coastlines.

The lowest consumption rate, either at home or out-of-home, is registered in Hungary, where just over a quarter of respondents (26%) say they eat fishery or aquaculture products at least once a month.

respondents (26%) say they eat fishery or aquaculture products at least once a month. Base: all

Base: all respondents (N=27,818)

17

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

2 Frequency of buying fishery and aquaculture products

A majority of Europeans buy fishery or aquaculture products at least once a month

Europeans were also asked how often they buy fishery or aquaculture products 6 .

More than two thirds of EU citizens (67%) say they buy fishery or aquaculture products at least once a month, with 37% of respondents buying them at least once a week, 30% buying at least once a month but less than once a week, and 15% buying several times a year.

More than one in ten respondents (17%) say they never buy these products.

in ten respondents (17%) say they never buy these products. Base: all respondents (N=27,818) 6 QC1.3.

Base: all respondents (N=27,818)

6 QC1.3. How frequently do you … Buy fishery or aquaculture products, At least once a week; At least once a month but less than once a week; Several times a year but less than once a month; Never; Don’t know.

18

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

Analysis at a country level shows the absolute majority of respondents in 24 out of 28 Member States buy fishery or aquaculture products at least once a month. In three out of the four remaining countries, a relative majority say they do so.

Unsurprisingly given the results regarding the frequency of eating fishery or aquaculture products explored earlier, at least four in five respondents in Sweden (88%), Spain (86%), Estonia (82%) and Denmark (80%) say they buy these products at least once a month.

Respondents in Hungary (21%) are the least likely to say they buy fishery or aquaculture products at least once a month. The relative majority of consumers in Hungary (49%) say they never buy fishery or aquaculture products, whilst 30% say they buy it several times a year, but less than once a month.

Less than half of all consumers in other land-locked countries such as Slovakia (46%), Austria (48%) and the Czech Republic (49%) say they buy these products once a month. This is in line with results in the previous section, where these countries also have the lower proportions of respondents who say they eat fishery or aquaculture products at least once a month.

Slightly less than a third of consumers in Austria (31%) and more than a quarter of respondents in Ireland (27%) say they never buy these products.

more than a quarter of respondents in Ireland (27%) say they never buy these products. Base:

Base: all respondents (N=27,818)

19

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

A socio-demographic analysis reveals no difference at gender level. Other findings are similar to the socio-demographic analysis of those who eat FAPs at least once a month:

§ People aged 40+ years are more likely to buy FAPs than younger people (71%-72% vs.

50-65%).

§ More educated respondents are more likely to buy FAPs on a regular basis than those who finished their education at an earlier age (75% among those who finished education aged 20+ years vs. 66-67% of those who finished education aged 16-19 or 15-).

§ Managers (75%) are more likely to buy FAPs at least once a month than the unemployed (62%). Relatively high proportions of respondents who buy FAPs can be observed also among self-employed, house persons and retired (all 71%).

§ Finances play a role in the purchase of FAPs on a regular basis (62% of those who have difficulty paying bills vs. 70% of those who never do).

§ Respondents with a preference for wild products (82%) are slightly more likely to buy FAPs at least once a month than those with a preference for farmed products (73%).

§ There is also a difference between those with a preference for sea products (83%), who are more likely to buy FAPs at least once a month, and those with a preference for freshwater products (69%).

20

EU consumer habits regarding fishery and aquaculture products

June 2016

QC1.3

How frequently do you…

Buy fishery or aquaculture products (% - EU)

Special Eurobarometer 450

Report

 

At least once a week

At least once a month but less than once a week

Several times a year but less than once a month

Never

Don't know

At least once a month

EU28

37

30

15

17

1

67

Age

Age

15-24

22

28

15

34

1

50

25-39

34

31

16

18

1

65

40-54

40

31

16

12

1

71

55 +

43

29

14

13

1

72

Education (End of)

Education (End of)

15-

39

28

15

17

1

67

16-19

34

32

17

16

1

66

20+

46

29

11

13

1

75

Still studying

22

27

13

37

1

49

Socio-professional category

Socio-professional category

Self-employed Managers Other white collars Manual workers House persons Unemployed Retired Students

40

31

13

15

1

71

45

30

12

12

1

75

33

33

17

16

1

66

34

31

18

16

1

65

38

33

14

15

0

71

33

29

17

20

1

62

43

28

14

14

1

71

22

27

13

37

1

49

Difficulties paying bills

Difficulties paying bills

Most of the time From time to time Almost never/ Never

33

29

18

19

1

62

30

33

19

17

1

63

41

29

13

16

1

70

 

Preference for wild or farmed products

 

Wild

52

30

12

6

0

82

Farmed

35

38

21

6

0

73

No preference

40

35

17

7

1

75

 

Preference for products from sea or freshwater

 

From sea

52

31

12

5

0

83

From freshwater

27

42

23

8

0

69

No preference

41

35

17

6

1

76

21

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

3 Where people buy fishery and aquaculture products

Almost three out of four consumers of fishery and aquaculture products buy these products at the grocery store or supermarket

Respondents who said they buy fishery and aquaculture products (FAPs) were asked where they buy these products 7 .

Almost three quarters of EU consumers (74%) buy fishery or aquaculture products at the grocery store, supermarket or hypermarket.

Two out of five (40%) buy from the fishmonger or specialist shop, and a quarter of consumers (25%) buy fishery and aquaculture products at the market.

Less than one in ten consumers (9%) buy at a fish farm or directly from the fisherman. A very tiny proportion of respondents say they buy from an online shop (1%), and 3% say they buy through other selling channels.

(1%), and 3% say they buy through other selling channels. Base: respondents who buy fishery or

Base: respondents who buy fishery or aquaculture products (N=22,759)

7 QC3. Where do you buy your fishery or aquaculture products? At the market; at a fishmonger or a specialist shop; at the grocery store, supermarket or hypermarket; at a fish farm or from the fisherman; from an online shop; Other; None; Don’t know.

22

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

In 25 out of 28 Member States, the majority of respondents say they buy fishery and aquaculture

products at the grocery store, supermarket or hypermarket. More than nine in ten consumers

of FAPs in Finland (95%), Sweden (93%) and Slovakia (92%) say they do so, while consumers in

Malta (40%) and Greece (46%) are the less likely to buy fishery and aquaculture products at the

grocery store, supermarket or hypermarket.

Consumers in Malta (74%), Italy (59%) and Greece (59%) are more likely to buy fishery and aquaculture products from the fishmonger or at a specialist shop, compared with respondents

in Slovakia (10%), the United Kingdom (19%) and Finland (22%).

In Latvia (50%) and the Netherlands (42%), high proportions of respondents buy fishery and aquaculture products at the market. In contrast, less than one in ten consumers in Slovakia (6%), the Czech Republic (6%), Sweden (7%) and Cyprus (8%) buy these products at the market.

A large proportion of consumers in Greece (40%) say they also buy fishery and aquaculture

or from the fisherman. Greece has the highest proportion of

respondents who say this, followed by 26% of respondents in Romania and 25% in Slovenia. Least likely to say they buy at a fish farm or from a fisherman are respondents in Luxembourg (1%), Spain (2%), the Netherlands (3%) and the United Kingdom (3%).

Very small percentages of EU consumers buy fishery and aquaculture products from an online shop: the highest proportions of respondents saying this can be observed in the United Kingdom (4%) and in Denmark (4%).

products at a fish

farm

23

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

products June 2016 Special Eurobarometer 450 Report Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (N=22,759)

24

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

A socio-demographic analysis looking at where respondents buy their fishery and aquaculture products from shows little differences at gender level, however other differences can be observed:

§ Younger (15-24 years old) and middle-aged (40-54 years old) respondents are more likely than older ones (55+ years old) to buy at the grocery store, supermarket or hypermarket (78% vs. 70%). Younger respondents (aged 15-24) are less likely than those aged 55+ to buy from the fishmonger (31% vs. 43%).

§ Respondents who finished their education aged 20+ are more likely than those who left school aged 15 or less to buy FAPs at the grocery store, supermarket or hypermarket (78% vs. 68%).

§ Consumers who buy frozen products and breaded products or ready meals are more likely to buy at the grocery store, supermarket or hypermarket than those who buy fresh products (79% vs. 70%).

§ Those who buy fresh products are more likely to buy from the fishmonger than those who buy frozen products, tinned products and breaded products or ready meals (48% vs. 38-

40%).

QC3

Where do you buy your fishery or aquaculture products?

(% - EU)

 

At the grocery store, supermarket or hypermarket

At a fishmonger or a specialist shop

EU28

74

40

Gender

Gender

Man

74

39

Woman

74

41

Age

Age

15-24

78

31

25-39

75

40

40-54

78

40

55 +

70

43

Education (End of)

Education (End of)

15-

68

42

16-19

74

39

20+

78

43

Still studying

80

32

 

Buy at least from time to time products…

 

Fresh Frozen Smoked/salted/dried/in brine Tinned Breaded and ready meals

70

48

79

40

77

42

77

40

79

38

25

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

4 What type of products people buy

Report

This section explores the type of products consumers like to buy and their frequency of purchase 8 .

A majority of EU consumers buy frozen, fresh or tinned products often or from time to time

Almost seven in ten consumers of fishery and aquaculture products (69%) buy frozen products often or from time to time, with 44% saying they buy them ‘from time to time’ and a quarter of respondents (25%) buying them ‘often’ whilst 22% of respondents ‘rarely’ buy them. Less than one consumer in ten ‘never’ buy frozen products (9%).

Two thirds of respondents (67%) buy fresh products, including live ‘often’ or ‘from time to time’, with the relative majority saying they buy fresh products ‘often’ (34%) compared with 33% who say they buy fresh ‘from time to time’. Overall, around a third of respondents say they ‘rarely’ (19%) or ‘never’ (14%) buy fresh products.

Tinned products are bought by 61% of respondents ‘often’ or ‘from time to time’. Compared with frozen and fresh products, respondents are less likely to say they buy tinned products ‘often’ (20%). More than a quarter of respondents say they ‘rarely’ buy tinned products (27%) and a further 12% say they don’t buy tinned products at all.

Half of the respondents (50%) say they buy products that are smoked, salted, dried or in brine ‘often’ or ‘from time to time’, however they are more likely to say they buy it ‘from time to time’ (38%) than ‘often’ (12%). One in five consumers ‘never’ (20%) buy these products.

And finally, more than half of the respondents (59%) have never or rarely bought breaded products and ready meals based on FAPs, compared with 31% who have bought them from time to time and 10% of respondents who buy them often.

from time to time and 10% of respondents who buy them often. Base: respondents who buy

Base: respondents who buy fishery or aquaculture products (N=22,759)

8 QC4a. How frequently would you say you buy each of the following types of fishery and aquaculture products? Fresh products, including live; Frozen products; Products that are smoked, salted, dried or in brine; Tinned products; Breaded products and ready meals based on fishery and aquaculture products. Often; From time to time; Rarely; Never; Don’t know.

26

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

The absolute majority of respondents across 25 Member States buy frozen products often or from time to time, with at least four in five respondents saying this in Portugal (82%), Sweden (82%) and Austria (80%) in comparison with lower proportions in Slovenia (51%), Greece (56%) and Finland (57%).

In three countries, the absolute majority of consumers say they rarely or never buy frozen products. These countries include Estonia (60%), Hungary (59%) and Latvia (57%).

include Estonia (60%), Hungary (59%) and Latvia (57%). Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (N=22,759)

27

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

In 24 of the 28 Member States, the absolute majority of respondents say they buy fresh, including live, products ‘often’ or ‘from time to time’. Countries with the highest proportions of respondents who say this include Greece (93%), Malta (90%), Portugal (87%) and Spain (87%), while lower proportions can be found in the Czech Republic (52%), Poland (52%) and Sweden

(56%).

In the remaining four Member states, the absolute majority say they ‘rarely or never’ buy fresh products: Germany (57%), Hungary (55%), Slovakia (55%) and Austria (51%).

(57%), Hungary (55%), Slovakia (55%) and Austria (51%). Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (N=22,759)

28

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

In 23 out of 28 EU countries, the absolute majority of respondents say they buy tinned products ‘often’ or ‘from time to time’. Countries with the highest proportions of respondents who say this include Malta (89%), Spain (86%) and Slovakia (79%), compared with slightly more than half of the respondents in Romania (51%), Germany (51%) and Belgium (52%).

In five of the 28 EU countries, the absolute majority say they rarely or never buy tinned products, the highest proportion in Greece, where three quarters of respondents (75%) say they rarely or never buy tinned products, followed by Hungary (60%) and Bulgaria (59%).

products, followed by Hungary (60%) and Bulgaria (59%). Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (N=22,759)

29

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

Of the 28 Member States, the absolute majority of respondents in 16 countries buy products that are smoked, salted, dried or in brine ‘often’ or ‘from time to time’. More than three quarters of respondents in Denmark (76%) buy these products often or from time to time, as do more than two thirds of respondents in Estonia (69%), Latvia (68%), the United Kingdom, Portugal and the Netherlands (all 67%).

Purchasing frequency of these products in Slovakia is split, with 50% saying they buy at least from time to time and the remaining 50% saying they buy rarely or never.

In the remaining 11 Member States, the absolute majority of respondents rarely or never buy

smoked, salted, dried or in brine products, with more than three quarters of respondents in Hungary

(88%), Slovenia (81%) and Greece (77%) saying this.

Hungary (88%), Slovenia (81%) and Greece (77%) saying this. Base: respondents who buy fishery or aquaculture

Base: respondents who buy fishery or aquaculture products (N=22,759)

A cross-analysis of the results for this item with the results for the other items shows that

consumption of smoked, salted, dried or in brine products is closely linked to consumption of other fishery and aquaculture products. In particular:

§ 15 out of the 16 countries where an absolute majority buy smoked, salted, dried or in brine products at least from time to time are also among the countries where an absolute majority buy fresh products at least from time to time (the only exception being Germany);

§ With the exception of Estonia and Latvia, in 14 out of these 16 countries an absolute majority also buy frozen products at least from time to time;

§ Similarly, in 14 out of these 16 countries an absolute majority also buy tinned products at least from time to time, the only exceptions being Lithuania and Sweden.

30

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

products June 2016 Special Eurobarometer 450 Report Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (N=22,759)

who buy fishery or aquaculture products (N=22,759) Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (N=22,759)

31

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

products June 2016 Special Eurobarometer 450 Report Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (N=22,759)

32

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

In four Member States the absolute majority of respondents buy breaded products and ready meals based on fishery and aquaculture products ‘often’ or ‘from time to time’. These are Austria (63%), the United Kingdom (61%), Ireland (55%) and Malta (54%).

On the other hand, in 23 Member States, the absolute majority of respondents ‘never’ or rarely’ buy these products, with the highest proportion in Greece (84%). More than three quarters of respondents in Slovenia (78%) also say they rarely or never buy these products, as well as 74% of respondents in Lithuania and Bulgaria.

Finally, in Croatia, there is 50/50 split between respondents who buy breaded products and ready meals at least from time to time and those who rarely or never buy these products.

to time and those who rarely or never buy these products. Base: respondents who buy fishery

Base: respondents who buy fishery or aquaculture products (N=22,759)

When performing an overall analysis of the results of all the items of this question, it is interesting to note that Hungary is the only country where a majority of respondents buy rarely or never each of these types of products.

33

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

A socio-demographic analysis shows minor differences, particularly at gender level, across most product types. However, other differences can be noted:

§ Younger and middle aged respondents (aged 15-54) are more likely to buy frozen products at least from time to time than older respondents aged 55+ (72%-73% vs. 64%). They are also more likely to buy breaded products and ready meals (50-45% vs. 32%). The youngest respondents (aged 15-24) are less likely than the oldest respondents (aged 55+) to buy fresh products (58% vs. 68%).

§ Larger households 4+ are more likely than one-person households to buy frozen products (74% vs. 62%) and breaded products and ready meals (48% vs. 36%). A similar trend can be seen for households with children (74% and 47% respectively) compared with multiple households without children (66% and 34% respectively).

§ Those who have difficulty paying bills are less likely to buy smoked, salted, dried or in brine products (39% vs. 54% for those who never have difficulty paying bills).

QC4a

How frequently would you say you buy each of the following types of fishery and aquaculture products?

(% - At least 'From time to time')

 

Frozen products

Fresh products, including live

Tinned products

Products that are smoked, salted, dried or in brine

Breaded products and ready meals based on fishery and aquaculture products

EU28

69

67

61

50

41

Age

Age

15-24

72

58

57

49

50

25-39

72

67

61

52

47

40-54

73

67

63

53

45

55 +

64

68

60

49

32

Household situation

Household situation

Single Household without children Single Household with children Multiple Household without children Household with children

66

64

60

50

40

67

64

62

47

43

66

67

60

52

34

74

69

63

51

47

Household composition

Household composition

1

62

62

59

50

36

2

67

68

61

52

36

3

71

70

62

50

43

4+

74

66

61

50

48

Difficulties paying bills

Difficulties paying bills

Most of the time From time to time Almost never/ Never

69

70

63

39

40

69

69

62

44

43

68

66

60

54

40

34

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

At least six in ten consumers of fresh, frozen, smoked, salted, dried or in brine products buy loose and pre-packed products

Europeans who buy fresh, frozen, smoked, salted, dried or in brine products were also asked how frequently they buy loose products (e.g. from the fishmonger’s slab) and pre packed products 9 .

More than two thirds of these respondents (68%) buy loose products ‘often’ or ‘from time to time’, with 37% buying them ‘from time to time’ and 31% buying them ‘often’.

With regard to pre-packed products, 62% of respondents buy them often or from time to time, with more respondents saying they buy them ‘from time to time’ (43%) compared with ‘often’ (19%). More than a third of respondents ‘rarely or never’ buy pre-packed products (37%).

‘rarely or never’ buy pre-packed products (37%). Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (fresh, frozen, smoked, salted, dried or in brine) (N=22,576)

9 QC4b. How frequently would you say you buy each of the following types of fishery and aquaculture products? Loose products (e.g. from the fishmonger’s slab); Pre-packed products. Often; From time to time; Rarely; Never; Don’t know.

35

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

Analysis at a country level shows that the absolute majority of respondents in 25 out of 28 Member States buy loose products (e.g. from the fishmonger’s slab) often or from time to time. More than nine in ten respondents in Greece (92%) and Spain (92%) say this, as do 89% of respondents in Portugal. This compares with slightly more than half of the respondents who say this in the Austria (51%), the United Kingdom (53%), Belgium (54%) and Germany (54%).

In three countries, the absolute majority of respondents rarely or never buy loose products: Hungary (68%), Slovakia (62%) and the Czech Republic (56%).

Hungary (68%), Slovakia (62%) and the Czech Republic (56%). Base: respondents who buy fishery or aquaculture

Base: respondents who buy fishery or aquaculture products (fresh, frozen, smoked, salted, dried or in brine) (N=22,576)

36

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

As regards pre-packed products, the absolute majority of respondents in 26 out of 28 Member States say they buy them ‘often’ or ‘from time to time’. More than three quarters of respondents in Sweden (84%), the Netherlands (79%), Austria (77%) and Slovakia (76%) say they buy pre-packed products ‘often’ or ‘from time to time’. At the lower end, 50% of respondents in Romania buy pre- packed products, and just over half of consumers in Slovenia (52%), Cyprus (53%) and France (55%) buy these products often or from time to time.

There are two countries where the absolute majority of respondents rarely or never buy pre-packed fishery or aquaculture products: Greece (57%) and Hungary (53%).

or aquaculture products: Greece (57%) and Hungary (53%). Base: respondents who buy fishery or aquaculture products

Base: respondents who buy fishery or aquaculture products (fresh, frozen, smoked, salted, dried or in brine) (N=22,576)

Once again, Hungary is the only country where a majority of respondents say they rarely or never buy either loose or pre-packed products.

37

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

A socio-demographic analysis shows minor differences, particularly at gender level. However, other differences can be noted:

§ The youngest respondents (aged 15-24) are less likely than the oldest respondents (aged 55+) to buy loose products (57% vs. 71%).

§ Respondents finishing education aged 20+ are more likely than those who left school at 15 or less to buy pre-packed products (66% vs. 56%).

§ Respondents who buy FAPs at a fishmonger or specialist shop (85%), at the market (82%) or at a fish farm (81%) are more likely to buy loose products than those who buy from an online shop (69%) or at the grocery store, supermarket or hypermarket (63%).

QC4b

How frequently would you say you buy each of the following types of fishery and aquaculture products?

(% - At least 'From time to time')

 

Loose products (e.g. from the fishmonger’s slab)

Pre-packed products

EU28

68

62

Age

Age

15-24

57

67

25-39

66

67

40-54

69

66

55 +

71

57

Education (End of)

Education (End of)

15-

72

56

16-19

66

62

20+

69

66

Still studying

62

68

 

Buy products from

Market Fishmonger/specialist shop Grocery store/supermarket/hypermarket Fish farm/fisherman Online shop

82

61

85

61

63

69

81

58

69

73

38

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

5 Trying new fishery and aquaculture products: attractiveness and occasions

A majority of consumers of fishery and aquaculture products like to try new products and species

EU citizens who said they buy or eat FAPs were asked whether they like to try new fishery and aquaculture products and species and when they prefer trying them 10 .

Six in ten European consumers (60%) agree they like to try new products and species, with 43% saying they ‘tend to agree’ and 17% who say they ‘strongly agree’. Slightly more than a quarter ‘tend to disagree’ (27%) and do not like to try new products, whilst 12% strongly disagree.

not like to try new products, whilst 12% strongly disagree. Base: respondents who buy and/or eat

Base: respondents who buy and/or eat fishery or aquaculture products (N=24,452)

10 QC16.1-4-5-6. Do you agree or disagree with the following statements regarding fishery and aquaculture products? You like to try new products and species; You try new products at home; You try new products in restaurants or on special occasions; You try new products when there is a promotional event, for example at the supermarket. Strongly agree; Tend to agree; Tend to disagree; Strongly disagree; Don’t know.

39

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

An analysis at a country level reveals that the absolute majority of respondents in 26 out of 28 Member States ‘agree’ they like to try new products and species. Countries with higher proportions of respondents who ‘agree’ include Italy and Ireland (both 74%), and Sweden (73%), compared with 50% of respondents in the Czech Republic, 55% in Hungary and 56% of respondents in both France and Spain.

Respondents in Germany are the least likely to want to try new products and species, with the absolute majority (57%) saying they disagree with the statement. In Austria, 50% of respondents do not like to try new products and species, compared with 49% who say they agree they like to try new products and species.

say they agree they like to try new products and species. Base: respondents who buy and/or

Base: respondents who buy and/or eat fishery or aquaculture products (N=24,452)

40

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

Almost two thirds of consumers of fishery and aquaculture products like to try new products at home

Consumers were asked their preference with regard to trying new products: at home, when there is a promotional event, or in restaurants or special occasions.

More than six in ten consumers (64%) ‘agree’ they like to try new products at home, with 19% saying they ‘strongly agree’ and 45% of respondents who ‘tend to agree’.

In comparison, a slightly lower proportion of respondents agree they like to try new products when there is a promotional event (for example at the supermarket): 56% of respondents ‘agree’, with 15% in strong agreement and 41% who ‘tend to agree’.

An equal proportion (56%) agree they like trying new products at restaurants or on special occasions, with 15% ‘strongly agree’ and 41% ‘tend to agree’.

, with 15% ‘strongly agree’ and 41% ‘tend to agree’. Base: respondents who buy and/or eat

Base: respondents who buy and/or eat fishery or aquaculture products (N=24,452)

41

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

In all EU countries, the absolute majority of respondents agree they like to try new products at home.

The country with the highest proportion of respondents who like to try new products at home is Malta (77%), followed by Croatia (76%) and Ireland (75%). Whilst still the leading view, respondents in Spain (54%) are the least likely to agree with this statement.

In 18 EU countries the absolute majority of respondents ‘agree’ they like trying new products at promotional events. This is the leading location for trying new products in five countries: Greece (65%), Bulgaria (62%) and Belgium, the Czech Republic and Slovakia (each with 61%). Despite not being the preferred location for trying new products in Ireland, 72% of consumers also like to try new products at promotional events.

The countries with the lowest proportions of consumers who ‘agree’ with this statement include Slovenia (31%), Croatia (36%), the Netherlands (43%) and Lithuania (43%).

Promotional events are the least preferred location for trying new products in 11 countries.

In 14 countries, the absolute majority of respondents like to try new products in restaurants or on special occasions. This is the leading statement in only four countries: Italy (73%), Luxembourg (65%), France and Austria (both 58%). Respondents in the Czech Republic (33%) and in Lithuania (34%) are the least likely to agree they like to try new products in restaurants or on special occasions.

Restaurants or on special occasions are the least preferred location for trying new products in 17 countries.

42

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

products June 2016 Special Eurobarometer 450 Report Base: respondents who buy and/or eat fishery or aquaculture

Base: respondents who buy and/or eat fishery or aquaculture products (N=24,452)

43

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

A socio-demographic analysis shows no noticeable differences at gender level. However, other differences can be observed:

§ The oldest respondents (aged 55+) are less likely than younger ones to say they like to try new products (52% vs. 64-68%) and to try new products at home (57% vs. 68-71%), at promotional events (49% vs. 57-61%) and in restaurants or on special occasions (46% vs.

60%-64%).

§ Respondents who finished education aged 20 years or more are more likely than those who left education at 15 or less to agree they like to try new products (66% vs. 48%) and to try new products in restaurants or on special occasions (65% vs. 41%).

§ Self-employed, white collar workers and managers are more likely to say they like to try new products than retired, house persons and unemployed (68-69% vs. 48-58%). Moreover, they are also more likely to try new products at home (70-73% vs. 54-61%) and in restaurants or on special occasions (67-72% vs. 42-49%).

§ Those who eat and buy FAPs are more inclined than those who only eat FAPs to try new products (62% vs. 48%) and to do it at home (65% vs. 49%), when there is a promotional event (58% vs. 36%) and in restaurants or on special occasions (57% vs. 43%).

44

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

QC16

Do you agree or disagree with the following statements regarding fishery and aquaculture products?

(% - Total 'Agree')

Report

 

You like to try new products and species

You try new products at home

You try new products when there is a promotional event, for example at the supermarket

You try new products in restaurants or on special occasions

EU28

60

64

56

56

Age

Age

15-24

65

68

57

61

25-39

68

71

61

64

40-54

64

68

60

60

55 +

52

57

49

46

Education (End of)

Education (End of)

15-

48

50

50

41

16-19

60

66

58

54

20+

66

70

56

65

Still studying

66

69

57

62

Socio-professional category

Socio-professional category

Self-employed Managers Other white collars Manual workers House persons Unemployed Retired Students

69

70

61

67

68

73

58

72

69

72

64

68

64

68

59

58

58

61

55

47

58

59

57

49

48

54

47

42

66

69

57

62

 

Buy and/or eat FAPs at least several times a year

 

Eat only Buy only Eat and buy

48

49

36

43

22

26

29

18

62

65

58

57

45

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

6 Influence of media, family and friends on consumption habits

Consumers of fishery and aquaculture products prefer suggestions by family or friends when buying or eating these products

Europeans who buy or eat FAPs were also asked about what factors influence them when buying or eating products, whether family or friends are the main influencer or whether they rely on what they hear on TV, websites, books or magazines 11 .

Three quarters of EU consumers (76%) agree they buy or eat products suggested by family or friends, with slightly more than one in five respondents who say they ‘strongly agree’ (21%) and more than half (55%) saying they ‘tend to agree’.

On the other hand, the absolute majority of consumers (54%) do not agree they like to buy or eat products they hear about on TV, websites, books or magazines. More than one in five ‘strongly disagree’ (22%) and a further 32% ‘tend to disagree’. However, a reasonable proportion, i.e. more than one third of consumers (36%), ‘tend to agree’ they do like to use media to influence their consumptions habits, and a further 8% ‘strongly agree’.

consumptions habits, and a further 8% ‘strongly agree’. Base: respondents who buy and/or eat fishery or

Base: respondents who buy and/or eat fishery or aquaculture products (N=24,452)

11 QC16.2-3. Do you agree or disagree with the following statements regarding fishery and aquaculture products? You buy or eat products suggested by family or friends; You buy or eat products you hear about on TV, websites, books or magazines. Strongly agree; Tend to agree; Tend to disagree; Strongly disagree; Don’t know.

46

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

At a country level, the absolute majority of respondents in all countries agree they buy or eat products suggested by family or friends.

In 10 countries, more than four in five consumers say they like to buy or eat products suggested by family or friends with Bulgaria (91%), Greece (85%) and Sweden (85%) having the highest proportions of consumers to say this. For the remaining countries, two thirds or more agree with this statement, with France (66%), Belgium (67%) and Spain (70%) with the lower proportions, but still a reasonable majority.

There are eight countries in the EU where the absolute majority of respondents agree they buy or eat products after hearing about them on TV, websites, books or magazines, with the highest proportion of respondents agreeing in Sweden (63%), Ireland (59%) and the United Kingdom (58%). Opinions in Croatia and Austria are split, with 49% agreeing the media influences their buying or eating choices, and 50% of respondents disagreeing.

Across all EU countries, when comparing the influence of family and friends with the influence of the media, a higher proportion of consumers tend to follow the suggestions of those closest to them, their family or friends, in choosing what fishery or aquaculture products to buy or eat.

choosing what fishery or aquaculture products to buy or eat. Base: respondents who buy and/or eat

Base: respondents who buy and/or eat fishery or aquaculture products (N=24,452)

47

EU consumer habits regarding fishery and aquaculture products

June 2016

Special Eurobarometer 450

Report

Concerning the socio-demographic analysis, again there are very few differences at gender level.

§ Younger respondents (aged 15-39) are more likely than older ones (aged 55+) to buy products suggested by friends and family (80-81% vs. 69%) and to follow what they hear on the media (48-54% vs. 38%).

§ Similarly, respondents with higher levels of education are more likely than those who left school aged 15 or less to follow suggestions of family or friends (75-79% vs. 67%) and of the media (50-45% vs. 34%).

QC16

Do you agree or disagree with the following statements regarding fishery and aquaculture products?

(% - Total 'Agree')

 

You buy or eat products suggested by family or friends