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Gulf Seafood Marketing Coalition Releases Findings
Elizabeth Louise Hatt
January 1, 2018
2 Min Read
The Gulf Seafood Marketing Coalition (GSMC) partnered with Big Communications and New South Research to measure consumer and industry perception of Gulf Seafood four years post-oil spill. The survey measured its effectiveness of messaging; the impact of the Gulf oil spill; the key drivers for consumption; the most proficient demographics; and what still needs to be done or improved since the initial survey in 2011. Five insights that the 2014 survey revealed, according to the researchers:
Preparing and eating seafood at home is an important aspect for the majority of seafood eaters.
Fine dining of seafood saw a sharp uptick. It reinforces that people still view seafood as an occasion-based staple, and because the increase was dramatic and nicely spread across frequency, it is not simply the upper incomes that are venturing back to enjoy it more often.
Seafood choices are driven by three primary factors: Freshness/Quality, Healthy and Cost. Cost is still the biggest barrier to consuming it more often. However, woven throughout the rest of the research, taste, flavor (tenderness and texture) and, especially, variety continually showed up as important to decision making.
Sustainability, place of origin and localness are all important to the consumer.
The lingering effects of the oil spill seemed to have diminished over time. Only 5% of the total sample would not recommend Gulf Seafood because of the oil spill.
The survey also found those likely to recommend Gulf seafood increased by 4% from 2011. “The consumers who eat the most seafood account for 19% of the sample and eat over 50% of seafood consumed,” says Chris Nelson, chairman of the GSMC. “We will continue to target these “seafoodies” with our marketing messages and help them find Gulf seafood through our ‘find it’ apps and website www.eatgulfseafood.com.” The survey was conducted from July 1, 2014 to August 31, 2014; 1,802 online and telephone survey over a six geographic region with a blend of ages, incomes and genders. Interview candidates were required to have eaten seafood at least twice in the past 90 days and demographics and geographic participation were carefully controlled to mirror 2011 sample.
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