Market Research for BC Farmed Salmon Producers

Summary:
Attitudinal research has been conducted in three major west coast farmed salmon markets to better understand the factors that influence the perceptions and purchasing patterns of salmon buyers and consumers. The research focused on factors that influence buyer and consumer perspectives on the environmental sustainability, quality and safety of B.C. farmed salmon. B.C.’s farmed salmon producers require a better understanding of the attitudes of corporate customers towards their products, as well as the reactions of consumers who buy salmon products either in supermarkets or in restaurants.

More specifically, the goals of the research were to (1) Assist B.C. farmed salmon producers to compete more strategically and grow their market share in the U.S. and Canada, (2) Identify how consumers regard salmon in comparison with other proteins, (3) Assess buyers’ impressions of farmed salmon and any obstacles to buying more, (4) Understand consumers’ perceptions of B.C. farmed salmon in order to develop strategies to address those threats, (5) Determine the salience of any potential environmental/sustainability concerns on the farmed salmon market, (6) Identify any steps B.C. farmed salmon producers can take to increase sales in targeted markets.

The results of this project allow B.C. farmed salmon producers to identify strategies that enhance the recognition of the stellar quality, food safety and environmental practices of the B.C. farmed salmon industry, thereby allowing the industry to compete more effectively in these major markets. Results of this research are available on request.

Project Lead: Canadian Aquaculture Industry Alliance (CAIA)

Total Project Cost: $135,700
           
DFO-AIMAP Contribution: $100,000

Other Financial Support:

• Recipient: CAIA and industry

For more information please contact the AIMAP Team Leader:

Gloria.Falk@dfo-mpo.gc.ca