About 75% of Consumers Eat Fish Because It’s Healthy

BY Rachel Cagle
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Americans and Brits are increasingly saying "I'll take the fish," according to new research from Cargill. In its latest Feed4Thought survey, Cargill found that, over the past five years, 44% of American and British consumers surveyed had added more fish to their diets. Poultry came in a close second, followed by beef and pork.

Nearly three-​fourths of the consumers surveyed said they choose to eat fish for health reasons, and that number increased with a person's age. Fish is low in saturated fats, carbohydrates and cholesterol and high in a range of essential micronutrients, including vitamins, minerals and omega‑3 fatty acids, according to the World Bank.

It's the personal goal of 53.5% of Seafood Restaurant Diners to eat healthier this year, according to AudienceSCAN. About 30% of this audience uses their mobile devices to search for nearby retailers of their desired products. Seafood Diners' phones are a great advertising tool. They're 49% more likely than other adults to find advertising on their mobile apps useful. Last year, 49.7% reacted to either text ads they received or ads they saw on their mobile smartphone apps.

When it comes to health and environmental impact, nearly one-​third of those surveyed in the U.S. said there was no difference between farmed and wild-​caught fish. The European Food Safety Authority agrees there are no consistent differences in the safety or nutritional value of wild and farmed fish, and both wild and farmed salmon have low levels of environmental pollutants, according to the Washington State Department of Health and Norway's National Institute of Nutrition and Seafood Research.

Keeping fish healthy was ranked as the most important duty of a company committed to responsibly raising seafood. Cargill notes this is increasingly important to its customers too, which is why the company is developing innovative feeds and solutions that help animals stay healthy in the farm environment. As part of an integrated health management system, connecting farmers, feed companies and veterinarians, these allow for a proactive focus on fish health.

Healthier fish mean better resistance to disease, less reliance on antibiotics and more efficient use of feed. Survey respondents indicated the importance of these sustainability attributes as they confirmed that using resources responsibly and minimizing impact on the environment should be priorities for the responsible fish farmer.

One trend to note for the aquaculture industry: younger generations polled looked beyond the health of the fish and the environment to the overall societal impact of seafood farming. For Americans, this surfaced as an expectation that the seafood farm will help local communities.

Seafood restaurants and retailers can target Seafood Restaurant Diners in a variety of ways. First off, according to AudienceSCAN, 54.1% of this audience took action after receiving an email advertisement last year. They're also 21% more likely than other adults to click on text link ads on websites. TV ads are also an effective medium since 69.6% of this audience took action after seeing TV commercials last year.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.