Strategies to Shift Consumer Perception of Seafood’s Cost

Changing Seafood Cost Perception to Boost Sales

Seafood offers excellent health benefits, yet some shoppers still view it as an expensive luxury. Shifting this seafood cost perception is crucial for increasing sales, says Rick Stein, vice president of fresh foods at FMI.

Emphasize Portion Cost Over Pound Pricing

Highlighting seafood’s affordability per portion instead of per pound can appeal to budget-conscious shoppers. Since seafood servings are smaller, around 4 ounces, its cost compares well to other proteins.

“Seafood is affordable when you consider how much consumers actually eat” Stein explains.

Train Staff to Engage Shoppers

Well-trained seafood counter staff can influence purchases. Retailers should invest in training to help employees address concerns about price, preparation, and health benefits.

“The most successful departments have engaging staffers”

Stein notes. Commitment to staff development is essential, especially in challenging times.

Target Occasional Buyers

Instead of converting non-seafood eaters, retailers should target occasional buyers, especially millennials with families. Promoting seafood as an accessible, nutritious protein can encourage more frequent purchases.

Expand Ready-to-Eat Options

Offering seafood in deli and prepared food sections can attract convenience-focused shoppers. Shrimp cocktails and grilled salmon encourage trial purchases that may lead shoppers to fresh seafood options.

Utilize Digital Messaging and Personalization

Retailers can use apps, online platforms, and personalized emails to promote seafood’s affordability and health benefits. Sharing recipes, tips, and Omega-3 details can build shopper confidence.

Promote Seasonal Opportunities

Events like Lent and National Seafood Month provide ideal opportunities to highlight seafood cost perception. Promotions during these periods can emphasize affordability and encourage trial.

Address Cost Concerns Directly

Seafood prices have recently dropped, with notable declines in crab, shrimp, and salmon. Highlighting these reductions in circulars and promotions can reassure budget-conscious shoppers.

By promoting affordability, convenience, and health benefits, retailers can reshape seafood cost perception and increase sales.

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