Consumers say they are less likely to purchase seafood that is labeled “farm-raised,” according to a recent survey completed in the United States.
The Nielsen-conducted survey also found that the “Dolphin Safe” label has the highest positive response of any seafood labeling claims – meaning consumers are more likely to purchase products because of this claim. However, only 23 percent of consumers are aware of the “Dolphin-Safe” certification.
While “farm-raised” was the seafood labeling claim with the highest awareness rate, it prompted the highest negative response. Twenty-seven percent of respondents said they would be less likely to purchase seafood with that claim.
In addition, 29 percent of consumers say they are less likely to buy “fresh, previously frozen” fish.
However, consumers are very aware of the “wild-caught” claim, and 56 percent said they are more likely to purchase seafood with the label.
The “wild-caught” claim resonates most with households making USD 70,000 (EUR 61,500) and more per year, those who are older, and Asian and Hispanic households. Specifically, 59 percent of senior singles, 58 percent of senior couples, and 60 percent of start-up families are more likely to be influenced by the “wild-caught” claim.
Conversely, only 18 percent of consumers surveyed are aware of the “certified sustainable” label claims on seafood.
Overall, Baby Boomers are the most aware of the different seafood claims tested, Nielsen found.
Photo courtesy of Wegmans
