Market Research and Analysis
The More if By Sea message platform is based upon a robust assessment of the U.S. marketplace.
This included an unprecedented study of the attitudes, intentions, and preferences of consumers and also purchasing and menu decision makers along with trends in demographics, fish and seafood consumption, and where fish and seafood shows up on menus. We gave special consideration to how our response to COVID also has influenced why, what, and where we eat.
This market research and analysis led to the development of the specific messages in this platform. It also revealed the extraordinary potential to increase fish and seafood consumption by getting those consumers who already eat fish and seafood occasionally, between once a month and once a week, to choose fish and seafood as just one more meal per week.
Most importantly, we found that seafood promotion efforts face a fork in the road, with the longstanding focus on nutrition benefits poised to decline in effectiveness. Changing old messages and creating new ones can both substantially increase the market for fish and seafood and is especially critical to maintaining current demand.
By clicking on each of the topics below, you can access a series of presentations that contains our analysis and much of the data we gathered. We suggest you review them in order. You can use any or all of these presentations to help inform others in your own companies and organizations, as well as your partners and clients about the new messages that will help substantially increase fish and seafood consumption.
