Market Research for Atlantic Salmon Producers

Summary:
This study details the results of a multiphase public opinion research project on attitudes towards salmon in general, and towards east coast Canadian farmed salmon in particular, among corporate buyers of east coast Canadian farmed salmon, as well as among salmon consumers in three eastern markets (Toronto, Montreal and Boston).

The goals of the study were the following:

• Assist east coast farmed salmon producers to compete more strategically and grow their market share in the U.S. and Canada.
• Identify how consumers regard salmon in comparison with other proteins.
• Assess buyers’ impressions of farmed salmon and any obstacles to buying more.
• Understand consumers’ perceptions of farmed salmon.
• Determine the salience of any potential environmental/ sustainability concerns about the farmed salmon market.
• Understand the image of east coast salmon in comparison with salmon from other jurisdictions.
• Identify any steps east coast farmed salmon producers can take to increase sales in targeted markets.

Project Lead: Canadian Aquaculture Industry Alliance (CAIA)

Total Project Cost: $101,000
           
DFO-AIMAP Contribution: $75,000

Other Financial Support:

• Industry

For more information please contact the AIMAP Innovation Manager:

Gloria.Falk@dfo-mpo.gc.ca