Consumer Attitudes Toward Fresh and Frozen Fish

Abstract

Studies indicate that many consumers hold a persistent belief that frozen fish is substantially inferior to fresh. Focus group interviews were conducted in two U.S. locations to explore consumer perceptions about frozen fish. The discussion uncovered several fundamental misconceptions; many participants believed that frozen fish is less nutritious than bonier than fresh, and that only the “off cuts: are used for freezing. One way of overcoming these impressions and providing assurance to the consumer, is to sell frozen fish products in vacuum sealed see-trough packages. It is essential to provide clear instructions for handling and to confirm that frozen fish is an nutritious as fresh. This research also highlights the need for concerted efforts to rectify possible misunderstanding about aquaculture fish products.