Reports

Survey on domestic market for travel food and special food from seafood / Survey on domestic market for travel food and specialty diet from seafood

Published:

01/03/2013

Authors:

Kolbrún Sveinsdóttir, Jón Trausti Kárason, Guðjón Þorkelsson

Supported by:

AVS Fisheries Research Fund (V11004‐11)

contact

Kolbrún Sveinsdóttir

Project Manager

kolbrun.sveinsdottir@matis.is

Survey on domestic market for travel food and specialty diet from seafood

Canned bags are flexible packaging with an airtight closure and are intended for ordinary foods with high acidity. The bags are resistant to canning and the contents can be sterilized. The main market for canned food is in Asia and Europe. About 5 billion packages of canned goods are sold in North America each year. Ie. about 750 thousand tons to a value of about 750 billion ISK. The market has grown by 10% per year. Most of it is produced from pet food, food rations for soldiers and for relief work in the third world. The greatest growth is in food, where technology has become recognized as a method of preservation and packaging. The restaurant and canteen market is also opening up with the development of larger bags that replace cans. An online survey was conducted to identify target groups in Iceland who might be interested in buying and using food in canned bags and to examine what kind of food is interested in using. An online survey was completed by more than 100 people. Representatives of large kitchens and outdoor enthusiasts were also interviewed regarding the use of canning bags. The results indicated that among the main target groups such as outdoor enthusiasts and large kitchens, there seems to be a general interest in the innovation that food packaged in canned bags is on the Icelandic market. The needs of the target groups are different in terms of dosages. The general public has very fixed views on canned food and these views are perhaps reflected in previous experience and the product range that has existed in Iceland so far. It is clear that in order to market ready-made dishes in canned bags, special care must be taken in the choice of recipes, ingredients and their handling. This is especially true if seafood is packaged in this way, as fish is a very sensitive raw material.

Canning bags are flexible containers with air ‐ tight sealing and intended for ordinary foods with high acidity. The food is canned in the bags. Most of the products in canning bags are pet foods, food portions for soldiers and aid activities in the Third World. The greatest growth is in food products and the technology has become recognized as a preservation and packaging process. The restaurant and canteen market is also opening up to development of larger bags to replace the cans. A web ‐ based survey was done to identify target groups in Iceland that could be interested in buying and using foods in canning bags and to explore what kind of food is of interest. Over 100 participants completed the survey. Representatives of big kitchens and outdoor enthusiasts were interviewed on the use of canning bags. Results indicated that among the major target groups widespread interest appears to be for such novelty food in the domestic market. The needs of different target groups vary in terms of size of packages. The public has a very firm view regarding canned foods probably reflected from past experience and past and current product ranges in the Icelandic market. It is therefore clear that in order to market ready meals in canning bags, the recipes and ingredients have to be chosen carefully. This is particularly important in the case of seafood as it is a very perishable raw material.

Report closed until 01.04.2015

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Reports

Consumer's evaluation of enriched seafood product concepts / Consumer survey of enriched seafood dishes

Published:

01/03/2013

Authors:

Kolbrún Sveinsdóttir, Kyösti Pennanen, Raija ‐ Liisa Heiniö, Rósa Jónsdóttir, Emilía Martinsdóttir

Supported by:

Nordic Innovation

contact

Kolbrún Sveinsdóttir

Project Manager

kolbrun.sveinsdottir@matis.is

Consumer's evaluation of enriched seafood product concepts / Consumer survey of enriched seafood dishes

Compared to consumers elsewhere in the West, consumers in Europe seem to be more skeptical about food enrichment, and although food health claims carry a message of health effects, they do not necessarily make the product more attractive to consumers. Therefore, the development of enriched foods requires an understanding of consumer demands. An online survey was conducted to evaluate consumers' responses to product ideas on seafood that had been enriched with omega-3, fish proteins and algae, with different information on possible effects and functional properties. Icelandic consumers (n = 460) evaluated ideas for cod products and the results showed that enrichment of such seafood was a viable option, especially with omega-3. Although information on enrichment had a rather negative effect on people's experience of product ideas, information on ingredients and health effects of consumption had a positive effect on people's experience and the likelihood of buying the products in question. The impact of such information was somewhat greater among those consumers who placed more emphasis on health and had a positive attitude towards targeted foods. Finnish consumers (n = 432) evaluated ideas for salmon products and the results showed that the enrichment of seafood with kelp was one of the best results, especially when information on the reduction of salt content was included. From the results, it can be concluded that the enrichment of seafood is a realistic option. However, it is very important to consider the labels and information to consumers about such products.

Compared to consumers elsewhere in the Western world, European consumers generally seem to be more suspicious towards enrichment of food. Although health claims in food products communicate the health effect, it does not necessarily make the products more appealing to consumers. Therefore, development of enriched foods requires understanding of consumers' demands. The aim of this study was to measure consumer responses towards various concepts of enriched seafood products. Web ‐ based questionnaires were used to study Icelandic and Finnish consumers' responses towards concepts of convenience seafood products enriched with omega ‐ 3, fish proteins and seaweed extracts with different information about possible effects / functional properties. Icelandic consumers (n = 460) evaluated cod product concepts and the results showed that enrichment of convenience seafood was a realistic option, especially with omega ‐ 3. Although information about enrichment had rather negative effects, information about ingredients and health effects positively affected product perception and buying intention. The effect of information was greater among consumers which placed higher emphasis on health and expressed more positive attitudes towards functional foods. Two sets of Finnish consumers (n = 432) evaluated nine salmon product concepts. The results showed that products enriched with seaweed received relatively the highest scores, especially when information about salt reduction was provided. To conclude, enrichment of convenience seafood products with marine based ingredients is a realistic option. However, it is very important to consider labeling and information provided to the consumers.

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