Beyond the chip shop

June 28, 2012, 9:36 AM GMT+0

Report finds quarter UK adults would like to serve more fish, but unsure how to prepare it

Recent research by YouGov has found that a quarter (24%) of UK consumers would like to serve a wider variety of fish, but are unsure how to prepare it.

Despite concerns about preparation, fish is an established part of the UK diet.

  • Under half of all UK consumer (42%) try to serve it at least weekly
  • 37% regard fish dishes as part of their meal repertoire
  • 18% of consumers prefer prepared fish products and dishes, rather than cooking recipes scratch
  • 15% do not cook fish at home but do buy and eat fish from fish & chip shops

Seafood proves less popular with UK consumers.

  • Only 25% of consumers regard seafood dishes as an established part of their meal repertoire, and a significant minority of consumers seem to lack confidence in preparing seafood at home
  • 13% worry about overcooking or undercooking it
  • 12% find it too complicated to prepare and cook at home
  • However, 15% do not cook seafood at home but will order it from takeaways or in restaurants

When shopping for fish and seafood, just under half of UK consumers (40%) tend to buy the same products each time. However, just under a third (32%) will try new varieties and products, if on offer. Supermarkets are the main retail source for chilled fish and seafood, whether the chilled counter (49%) or the fish counter (43%). 40% of consumers like to buy products at the supermarket fish counter as they do not have access to a fishmonger.

Commenting on the findings, YouGov SixthSense Research Director James McCoy said: “The fact that a significant minority of consumers would like to serve more fish but lack confidence in its use shows that there is potential for growth in this sector.

As an increasing range of fish is becoming available in more prepared formats, both chilled and frozen, this may go some way to addressing the need for greater diversity. Although seafood is less popular it may simply be that seafood is not on the radar for many people to cook and eat at home.”

See the full Press Release on this report

Find out more about the Fish & Seafood report

For more information please contact the YouGov press office via email or call +44(0)20 7012 6015.