Summary:
This article describes the results of a study that tested the responses to 14 seafood concepts among young adults and families with young children in Denmark, Norway, and Iceland. This study was aimed at gaining insight into the evaluation of new seafood product concepts by individuals with low seafood consumption. Based on consumer-reported values and previous concept-testing, 14 seafood product concepts were tested by 296 consumers in a web-based experiment. Consumers' preferences depended on the size of fish, the presence of information, and the fish species offered. Young adult consumers evaluated the product concepts differently than parents of young children. Three consumer clusters, based on attitudinal variables, were identified explaining the differences in the evaluation of the product concepts. The outcome of this study will be used to develop a product for realistic in-home testing.