With cost a key barrier to increasing seafood consumption, the United Kingdom's Seafish this week launched a new campaign to obtain knowledge about consumer spending patterns.
The industry group aims to provide retailers with a clearer portrait as to why, when and where consumers buy seafood.
"We're going to focus on the needs of those who sell fish to consumers, helping them to understand the drivers behind why, when and where consumers purchase seafood," said Karen Galloway, market planning and strategy manager at Seafish.
The seafood industry faces the challenge of maintaining market share, keeping a high profile and raising consumer awareness amid a contracting U.K. economy and tightening of consumer purse strings.
In an industry worth GBP 6.5 billion (USD 9.3 billion, EUR 7.3 billion) to the U.K. economy, this latest Seafish initiative could help identify the path to growing sales.
Kicking off in April, the campaign will be promoted in the media.
The authority will also foot the bill for "some PR activity" as well as paid-for educational spots in consumer magazines.
Seafish will launch revised information packets for consumers to include "compelling new research on the health benefits of seafood."
