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MmmmmSeafood

  • Publisert 30.11.2010
Strengthening the Nordic seafood sector by a consumer oriented development of new fresh seafood product concepts for young adults and families with young children in order to stimulate the consumption of healthy high quality seafood at home and in out-of-home situations.

Front cover of the reportThe aim of this project was to strengthen the Nordic seafood sector by a consumer oriented development of new fresh seafood product concepts for young adults and families with young children in order to stimulate the consumption of healthy high quality seafood at home and in out-of-home situations. The development of the seafood concepts has been carried according a structured approach via focus groups meetings with stakeholders in the seafood chain and the target consumers groups Norway, Iceland and Denmark.

 

In the next phase ideas for new seafood products were generated within a multi-disciplinary team under supervision of an innovation company. Several seafood concepts were tested among the target consumer groups via web-based questionnaires. The outcome was used to develop a preliminary prototype seafood product, based upon outcome concept ‘mixture of seafood species and fruit’, which was tested in at-home situations of a small group of consumers in Norway. This seafood product prototype is suitable for further development by the seafood sector.

 

In addition a study was carried out on the decision making process of evening meal (seafood versus meat) among consumers in the Nordic countries. The results show that planning was the most important phase of the evening meal decision-making sequence. Practical issues, such as convenience, pro-activeness in planning and responsibilities in the family were considered to be important but health and taste considerations, which represent the affective aspects of the decision-making sequence, were much less frequently mentioned as being important.

 

A number of take home messages for the seafood sector are presented about future seafood product development for consumers with a low seafood consumption pattern.