Consumers preferences for sustainable fish from Europe

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1 Consumers preferences for sustainable fish from Europe Katrin Zander and Yvonne Feucht Thünen Institute of Market Analysis IIFET 2016, Aberdeen Katrin July Zander 2016 Consumer preferences for sustainable European fish

2 Market opportunities for fish made in Europe? - High share of imports in the European fish market - Low competitiveness due to higher production costs - Higher labour costs - Higher environmental standards - Consumer preferences for local and sustainable production in other food segments Preferences and higher willingness to pay for sustainable European fish? - Is product differentiation in the European fish market promising? 2

3 Aim Analysis of Consumer awareness of sustainable fisheries Consumers preferences for European and sustainable fish Consumers willingness to pay for sustainable European seafood 3

4 What we have done Online survey in 8 European countries (Finland, France, Germany, Ireland, Italy, Poland, Spain, UK) 4100 interviews plus analysis of willingness to pay (contingent valuation) March % women, 35% men Fish consumers 4

5 Fish consumption Country Variable / Description All DE FI FR IT PL UK ES IR Number of observations Occasional fish consumers Less than once per month Once per month Two to three times per month Regular fish consumers About once per week More than once per week

6 Aspects of sustainable fisheries Protection of endangered species No overfishing Recovery of depleted stocks Protection of juvenile fish No bycatch Protection of the sea ground Good working conditions Smallscale coastal fisheries Vessels low energy consumption 0% 10% 20% 30% 40% 50% 60% Please indicate the three most decisive elements of sustainable fisheries from your point of view. 6

7 Aspects of sustainable aquaculture Minimal use of hormones and drugs Helping to protect endangered species No pollution of the environment Respect of fish welfare Minimizing impacts on wild stocks Production close to nature No use of wild fish in fish feed Use of renewable energies Support of rural areas Good working conditions Low technical level 0% 5% 10% 15% 20% 25% 30% 35% 40% Which are the three most decisive elements of sustainable fish farming from your point of view? 7

8 Consumers preferences for origin of seafood (% of participants) production All DE ES FI FR IR IT PL UK European Domestic Local N Question: Is it important to you that the fish you buy originates from 8

9 Reasons for preferring European fish Shorter transport distances Higher food safety Support of the European economy Higher environmental standards Better regulation It generates jobs in Europe Healthier products Preservation of European traditions Higher trust Higher animal welfare standards Higher transparency 0% 5% 10% 15% 20% 25% 30% 35% Why is European production important to you? 9

10 Reasons for preferring local fish Greater freshness of the fish It supports the local economy Shorter transport distances It generates local jobs Preservation of local traditions Healthier products Higher trust Higher food safety Higher transparency Better regulation Higher environmental standards Higher animal welfare standards Why is local production important to you? 0% 10% 20% 30% 40% 50% 60% 10

11 Additional WTP for sustainably locally in Europe How much would you be willing to pay for a fish that is caught/ produced organically higher animal welfare standards Finland France Germany Ireland Italy Poland Spain UK 11

12 Share of participants without additional WTP 70 % 60 fish welfare organic sustainable local no discards Europe Finland France Germany Ireland Italy Poland Spain UK

13 % of participants Distribution of additional WTP (All countries) Sustainability Organic Local Coastal Animal Welfare Europe No Discards Additional WTP in % 13

14 % of participants Distribution of additional WTP (All countries) Sustainability Organic Local Coastal Animal Welfare Europe No Discards Additional WTP in % 14

15 Conclusions Consumer preferences for sustainable fish from Europe exist There is an additional willingness to pay for sustainably, organically, locally produced fish - by part of the consumers Higher priced market segment for sustainably produced fish from Europe exists Well targeted communication needed Promising arguments In fisheries: Protection of fish species, diversity and stocks In aquaculture: Protection of endangered species, high quality fish with minimal residues, fish welfare, naturalness Further development of fishing and production systems considering consumer expectations needed 15

16 Thanks! Contact Dr. Katrin Zander, Thünen-Institute for Market Analysis 16