Understanding Consumer Seafood Preferences for Midwestern Aquaculture Producers

Editor’s note
The following abstract describes a publication that is only available as a downloadable PDF.

Mallory Rahe, University of Missouri Extension

Alice Roach, Kansas State University

Simone Valle de Souza, Michigan State University

April Athnos, University of Arizona

Robert Pierce, University of Missouri

David Brune, University of Missouri

Ryan Milhollin, University of Missouri

Paul Brown, Purdue University

Dong Fang Deng, University of Wisconsin

Kwamena Quagrainie, Purdue University

Summary

The aquaculture industry may have an opportunity to increase Midwest consumption of fish such as rainbow trout, lake trout, and Great Lakes whitefishraised in the region. These species were consumed by 15% to 26% of U.S. consumers in 2024, but Midwestern consumption trailed U.S. consumption by 6 to 14 percentage points.

Producers, however, may face headwinds connecting with food fish consumers.

• Midwesterners report lower fish consumption than consumers in other U.S. regions.
• Relatively small shares of U.S. consumers buy fish species commonly raised in the Midwest.
• Most consumers primarily purchase seafood from supermarkets or major retailers, which may be hard markets for smaller producers to access.

To connect with fish buyers and move product, aquaculture producers may want to consider a marketing-forward approach to doing business. Based on the survey conducted for this project and other market research, the following strategies offer ideas for growing a food fish aquaculture business:

Be strategic in how you identify your target customer.

• Look to serve smaller customer segments who are locavores or adventurous eaters.
• Selling at a farmers market may help with developing a list of loyal, frequent customers in some areas.
• Marketing through direct-to-consumer sales channels allows producers to educate shoppers about various fish products and “train” them on preparation methods.

Beyond producing quality fish, producers must empower individuals by educating them on how to buy and prepare fish products.

• Develop marketing messages that educate customers on how to increase at-home seafood consumption and introduce them to fish species raised in the Midwest.
• Providing samples and demonstrating fish handling and preparation practices may incentivize consumers to try new fish species.
• When suggesting preparation methods, focus not only on sharing ideas and inspiration but also suggesting fast and convenient options.
• Recipes used in promotional materials should feature varying preparation methods (e.g., stovetop, oven, grill).
• Continue to educate your customer. Nationally, buyers who frequently prepare seafood at home express interest in more consumer education.

Explore target customer preferences in your region.

• Offering value-added products may save consumers on preparation time and introduce them to different preparation methods.
• Diversifying food fish product offerings with flavorings or sharing ideas for adding flavor to seafood dishes may pique consumers’ interest.

Contents

• Marketing Insights for Midwestern Food Fish Producers Executive Summary
• Understanding Consumer Seafood Preferences for Midwestern Aquaculture Producers
• U.S. Consumers’ Seafood Purchasing Habits for At-Home Preparation
  • Preparation as a Seafood Purchase Motivation
  • Show-and-Tell: Preparation Assistance for Seafood Consumers
  • Making Seafood Preparation Accessible
• Seafood Attributes Sought by Consumers
• Seafood Consumer Insights Beyond Fish
• Data Definitions Used in This Report
• Funding Acknowledgement
• Source Materials

Pages

• 13