Matís' report has been published with the results of a study that was set up with the aim of examining consumption habits and attitudes related to seafood among Icelanders aged 18-80.
A survey was set up online and letters were sent to a sample from Statistics Iceland in June 2011 and responses were received from 525 people. The aim was also to examine the changes that have taken place in Icelanders' attitudes and fish consumption since the last figures were published in 2006 for people aged 18-26. Attitudes and consumption of Icelanders were analyzed by gender, age, place of residence, education, monthly household income before tax, number in the household and number of children under 18 in the household.
On average, Icelanders eat fish as a main course about twice a week. Haddock is the most popular species on the tables of the people and is consumed about once a week, followed by cod. On average, Icelanders take fish oil about four times a week, but in total about half of Icelanders take fish oil daily and 62% three times a week or more. In general, Icelanders seem to eat fresh but frozen fish more often and very little is bought from prepared fish dishes chilled or frozen. Attitudes towards eating fish are generally very positive and the vast majority consider fish healthy and good. Most people believe that family has the most encouraging effect on fish consumption and that a wider budget, easier access to fresh fish and a wider range of fish could have an effect on increased fish consumption.
There is a big difference between fish consumption and the attitudes of men and women. Women prefer to buy food and place more emphasis on hygiene, freshness, accessibility and price. They are also of the opinion that it is expensive to eat fish. There was a significant difference between age groups, both in terms of total fish consumption frequency, consumption of different fish products and attitudes. Fish consumption increases with age, as does fish oil consumption. The emphasis on hygiene is lower among younger people. There was a difference in the consumption behavior and consumption of different fish species and products according to residence, which can probably be largely explained by traditions and different supply of fish. Most people, especially those in the older age group, find it rather expensive to eat fish. On the other hand, they find fish more valuable than younger ones. However, it seems that the youngest group is even willing to pay more for fish, as they are of the opinion that a wider range of ready-made fish dishes and fish dishes in restaurants could have an effect on increased fish consumption.
Positive changes have taken place in fish consumption and attitudes of people aged 18-26 in the last five years. This group is now more in favor of fish and the frequency of fish consumption has increased somewhat, which is mainly explained by increased fish consumption outside the home. Consumption of fish oil and diversity in the choice of seafood seems to have increased. In this age group, there has been an increase in the consumption of fresh fish, sushi, salted fish and chilled semi-prepared dishes.
The full report can be found here. Other reports and other published material from Matís can be found here.
For further information Kolbrún Sveinsdóttir at Matís.