The Alaska Seafood Marketing Institute (ASMI) is leading surveys on how European customers both know and feel about surimi in an effort to expand the product's reach in European markets.
The project, known as the Pan-European Genuine Alaska Pollock Surimi project, surveyed more than 5,700 customers, ASMI said in a release. The results showed that consumer awareness of surimi is "relatively strong”, but significant knowledge gaps still remain. Of the consumers surveyed, 76 percent had at least some awareness of surimi, but only 59 percent could correctly identify surimi as a seafood product made from processed fish protein.
ASMI said some respondents incorrectly identified it as a plant-based or tofu-based seafood alternative, and others could not identify it at all. Facilitators then led product education sessions, which resulted in 48 percent of respondents articulating that they would try it in the future.
Additionally, 37 percent of respondents said they would try surimi if it were in an already familiar dish, and another 41 percent of respondents said they might try surimi.
ASMI said in the release that this research targeted European surimi consumers because of the product's significance on the continent's market – region imported nearly 40,000 metric tons of surimi in 2024, valued at USD 87.5 million (EUR 75.8 million). Survey facilitators said the goal was to build on these numbers by contrasting outdated perceptions of surimi and highlighting the positive qualities of protein products such as quality, versatility, affordability, nutrition, and Alaska pollock proximity.
Additional survey results included mixed perceptions on the nutritional value of surimi. Sixty-one percent of respondents said surimi was nutritious, while 48 percent countered that claim by calling it artificial. Only 44 percent of respondents consider surimi a natural product, and reviews remained mixed on recommending surimi to others. Repetitive concerns geared towards consumption included taste and texture fears, where to buy surimi, and lack of previously trying it.
ASMI released a 162-page report with in-depth analyses of the survey results. Data was collected through a self-submitted survey application on the Gradus mobile application. Collection took place from 25 July to 3 August 2025 from numerous geographical areas and sample sizes of both men and women of ranging ages.
"The factors that might make respondents more likely to try surimi include clear labeling that shows the type of fish used and healthier or 'cleaner' ingredient lists, and more information on the nutritional value," ASMI said in the report.
ASMI said the organization is aggregating the data and publishing it on a new consumer-facing Alaska surimi webpage. The website includes definitions of surimi, nutritional facts, peak harvest times, sustainability and environmental facts, market availability and product forms, and recipes for cooking with surimi. ASMI also allows for consumers curious to learn more about surimi to reach out via the website to ask industry specialists for more information.
