Understanding consumption frequency across consumer segments and regions in the Brazilian aquaculture market

Abstract

Several socio-demographic factors influence fish consumption frequency and preferences in the Brazilian aquaculture market. Hence, the aims of this paper were (i) to acquire information on fish consumption frequency; (ii) to examine the associations between specific socio-demographic characteristics of aquaculture consumers; (iii) to investigate the consumption frequency of these specific characteristics relating to certain barriers and drivers of consumption frequency; and (iv) to explore whether consumption behavior varies across different groups of consumers and regions. The study involved an online survey of 1509 consumers across the five regions in Brazil. The results of this study indicated that the general fish consumption frequency pattern is highly seasonal. In addition, we determined that significant differences in fish consumption frequency, determinants, and habits were found among income levels, age groups and regions. Our results show that low-income consumers are highly disadvantaged and more likely to consume fish less frequently than the other income groups. We further recommend several marketing strategies and initiatives to stimulate the consumption frequency of fish amongst Brazilian consumers.

Keywords:

• Aquaculture
• Brazil
• consumer segmentation
• consumption
• regions
• socio-demographics

Disclosure statement

There are no relevant financial or non-financial competing interests to report.

Notes

1 In this paper, “fish” is used as a general term for all species under study.

2 Tambaqui (Colossoma macropomum); tilapia: (Oreochromis niloticus); whiteleg white leg shrimp (Litopenaeus vannamei); arapaima (Arapaima gigas); grouper (Epinephelus marginatus); catfish (Pseudoplatystoma corruscans).

3 Currency is demoted in Brazilian Real. One Brazilian Real is equal to twenty cents United States Dollar, as per June 20, 2021.

4 Brazil is geopolitically divided into five regions: North, North-eastern, Midwestern, South-eastern, and South.

Additional information

Funding

This work was supported by the BRSAqua Project, coordinated by the EMBRAPA (Brazilian Agricultural Research Corporation), and funded by the BNDES (Brazilian Economic Development Bank) and Ministry of Agriculture, Livestock and Food Supply.