Matís conducts an extensive pan-European study on the quality characteristics of cod, attitudes and tastes of consumers. The aim of the project was to investigate the relationship between quality characteristics, tastes and attitudes of consumers in four European countries (Iceland, Denmark, Ireland and the Netherlands).
Matís' trained sensory evaluation team assessed the quality characteristics of cod products that differed in origin (wild / farmed cod), freshness (short and long-term storage), and storage methods (fresh, frozen, packaging in aerated packaging). At the same time, almost 400 consumers in four countries tasted the same products and gave a rating according to how good / bad they thought the fish was. Consumer attitudes and consumption behavior were also examined.
The cod products had very different quality characteristics, for example farmed cod was much lighter than wild cod, in addition to having a meaty texture, smell and taste. There was a large difference in fish consumption (both frequency and fish products) and purchasing behavior between countries and by age. Attitudes (related to fish and fish consumption) also varied, as did tastes for cod products. For example, Icelanders ate much more fish, shopped more at fishmongers, were more convinced of the health of fish, least insecure when buying fish and had the best access to fish. Young consumers generally ate less fish and were generally more negative about fish and fish consumption.
The article also discusses ways to increase fish consumption by different groups of consumers. The results of this study were recently published in Food Qulity and Preference and can be seen in the article here.
Kolbrún Sveinsdóttir, Emilia Martinsdóttir, Ditte Green-Petersen, Grethe Hyldig, Rian Schelvis, Conor Delahunty. 2009. Sensory characteristics of different cod products related to consumer preferences and attitudes. Food Quality and Preference, 20 (2) 120-132.