"Despite positive attitudes towards fish and shellfish in terms of most people being confident preparing it, thinking it is a quick-to-cook meal option and seeing it as good for a healthy diet, the average consumer is failing to eat the recommended two portions of fish a week by some distance. Being seen as too expensive is one reason for not eating fish, suggesting a need to promote cheaper fish meals, but a lack of general inspiration appears to be another barrier, with strong interest in more recipes and ideas for incorporating fish into more meal occasions."
– Richard Caines, Senior Food and Drink Analyst
This report will cover the following areas:
Bigger emphasis on promotion of fish as a healthy and affordable meal option needed to encourage increased consumption More scope to add value to fish and shellfish sales by targeting those looking for ease of preparation New products and recipe ideas offer will be important in encouraging people to increase their repertoire of fish meals