Aquaculture: Bridging the Knowledge Gap Among Supermarket Shoppers

Educating shoppers about the origins of various seafood species is becoming increasingly vital yet often challenging. Understanding the terms “farm-raised” and “aquaculture” remains a significant riddle for many shoppers, and this confusion is causing potential buyers to hesitate, according to analysts.

Research from FMI — The Food Industry Association, based in Arlington, Va., reveals that only 23% of seafood shoppers prefer farm-raised selections, while 39% favor wild-caught seafood, and another 39% are indifferent or unsure about the differences between the two.

While most shoppers have a clear understanding of wild-caught seafood, contributing to its popularity is the fact that 63% of seafood shoppers fully comprehend what wild-caught means. In contrast, only 57% of seafood consumers are knowledgeable about farm-raised options, with many lacking clarity on specific types such as indoor farm-raised.

Aquaculture involves the breeding, rearing, and harvesting of fish, shellfish, algae, and other organisms in various aquatic environments. This practice produces popular species like oysters, clams, mussels, shrimp, seaweeds, salmon, black sea bass, sablefish, yellowtail, and pompano.

Seafood consumers who prefer farm-raised options cite several benefits, including environmental sustainability (43%), knowledge of how the seafood was raised (43%), health and nutrition (40%), traceability (37%), and reduced exposure to pollutants (33%). In contrast, wild-caught supporters often believe it is of better quality (54%), more natural (46%), free from antibiotics (41%), fresher (39%), and contains no additives (39%).

Despite farm-raised seafood only being the preference of around one-quarter of consumers, it’s important to note that only 17% disapprove of it, while 58% express approval.

To attract shoppers with differing preferences, retailers must maintain a balanced mix of wild-caught and farm-raised selections, as emphasized by Rick Stein, FMI vice president of fresh foods. “We need a balance of aquaculture and wild-caught to ensure a sustainable seafood system. Eliminating farm-raised options could devastate ocean fisheries and create sustainability issues,” he stated.

Educating consumers about farm-raised seafood poses its challenges. Stein noted that while communicating the benefits of aquaculture, retailers should avoid implying that purchasing wild-caught seafood leads to the depletion of fisheries. “Retailers need to promote balance, which is not an easy task,” he acknowledged.

Additionally, explaining aquaculture can be technical. The concept involves the creation of ocean pens where seafood is fed and harvested, a narrative that can be complex to convey effectively.

Merchandisers should focus on educating consumers by employing knowledgeable seafood department associates who can answer questions and provide insights about both farm-raised and wild-caught options. This information should also be available on retailers’ digital platforms. “This should be done in a way that presents data without advocating for one option over the other,” Stein advised.

The mix of wild-caught and farm-raised selections in stores will likely vary according to local demand for specific species. For instance, approximately 70% of the highly popular salmon is farm-raised. In 2023, around 90.6 million metric tons of fish were caught, while 96 million metric tons were raised through aquaculture.

Interest in aquaculture is gradually increasing. Preference for farm-raised seafood rose from 20% in 2022 to 23% last year, while the preference for wild-caught dropped from 45% to 39%. Those indicating no preference increased from 36% to 39%.

Stein highlighted that there is now a greater availability of farm-raised seafood in stores, which were previously dominated by wild-caught options. “Farm-raised seafood has become a solution for production efficiency and sustainability, preventing overfishing in wild waters,” he explained.

“We must continue to work on educating American consumers that a combination of wild-caught and aquaculture creates a sustainable fishery for the future,” he concluded.