Shoppers Could Use a Crash Course in Seafood Terminology

Shoppers Face Seafood Terminology Confusion, Hindering Sales

There’s a growing gap in seafood education that could be affecting consumer purchases. A significant portion of seafood shoppers struggle to understand key industry terms, limiting their ability to make informed decisions, according to research by FMI—The Food Industry Association.

Terminology Confusion

• 29% of seafood consumers understand the term “aquaculture”
• 40% understand “indoor farm-raised”
• 49% fully grasp “farm-raised”
• 57% understand “wild caught”

This lack of understanding can lead to confusion and even missed sales. Many shoppers, unsure of the terminology, may choose to buy other more familiar proteins like meat instead of seafood.

Impact of Misunderstood Claims

The terms “farm-raised” and “aquaculture” often seem similar but have different environmental implications, yet retailers rarely provide explanations on packaging or in-store displays. Wild-caught seafood offers a distinct flavor profile compared to farm-raised options, and the failure to educate shoppers on these differences could lead to dissatisfaction or misguided purchases.

Shoppers also frequently encounter certification logos, such as the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC), but may not fully understand their significance. MSC’s blue label indicates seafood from a sustainable fishery, while ASC’s green label signifies responsible farming practices.

Retailer Education is Key

Retailers have a critical opportunity to enhance product education by:

1. Training staff to use and explain terminology correctly.
2. Using signage and QR codes in-store that link to further explanations online.
3. Incorporating transparency in promotional ads and product displays.

Appealing to Younger Shoppers

Younger consumers, in particular, are often more conscious of the planet, animal welfare, and worker practices. By providing clear, accessible information about sourcing and production methods, retailers can better engage these shoppers. Older consumers may focus more on freshness, price, and variety, relying less on detailed product knowledge.

The Path Forward

For seafood education to thrive, retailers must go beyond relying on staff and focus on transparency at every point in the value chain. Shoppers need easy access to information about product origins, certifications, and sustainable practices. Educated shoppers are more likely to make confident purchases, driving greater sales and consumer trust in seafood.