Peer-reviewed articles

Translating barriers into potential improvements: the case of healthy seafood product development

Authors: Altintzoglou, T., Birch-Hansen, K., Valsdóttir, T., Odland, J.Ø., Martinsdóttir, E., Brunsø K., Luten, JB

Version:  Journal of Consumer Marketing

Publication year: 2010



The aim of this study is to explore potential barriers to seafood consumption by young adults and the parents of young children. Knowledge of these barriers will be used to assist the development of new seafood product concepts that fulfill the needs of consumers.

Design / methodology / approach

To gather this information, 28 infrequent consumers of seafood participated in three semi ‐ structured two ‐ hour focus group discussions in Denmark, Norway, and Iceland. The results were then linked to the Stage ‐ Gate model for consumer ‐ based new product development (NPD).


The participants thought of seafood as either healthy or convenient, although there were concerns about the amount of effort required to prepare it. These concerns resulted in an expression of their need for products that are attractive, healthy, palatable, and convenient. In particular, the newly developed products should be accompanied by clear advice on preparation methods and materials. An increase in seafood availability coupled with lower prices would encourage these consumers to add seafood to their diet.

Research limitations / implications

Purchase ‐ point ‐ marketing and habitual behavior were found to implicitly skew planned behavior.

Practical implications

Inputs for NPD related to convenience, attractiveness, quality, trustworthiness, knowledge and requirements about seafood preparation are discussed.

Originality / value

The present study combines qualitative methods to lead to practical input for NPD focusing on overcoming the barriers that keep consumers from choosing existing healthy seafood products. The importance of consumers' confidence in their ability to successfully prepare a seafood meal was revealed and can be used in Stage ‐ Gate based NPD.

Link to article