A new study by the University of East Anglia (UEA) suggests that supermarkets could play a crucial role in helping British consumers move away from their reliance on mainly imported seafood towards more sustainable, nutritious and locally caught fish such as sardines and anchovies.
The research found that seafood consumption in the UK has fallen by 25% over the past decade, with younger people being the least likely to eat fish. Meanwhile, pensioners were most likely to enjoy a variety of seafood. Supermarket sales were heavily concentrated around the “big five” seafood items – cod, haddock, tuna, salmon and prawns.
Dr Silvia Ferrini, the lead researcher on the study, said the decline in seafood consumption in what was once considered a “fish nation” was due to the “curse of modernity, in which we don’t eat simple food that is local.” The study revealed that the majority of British people do not eat the recommended one portion of fish per week, missing out on key nutrients like omega-3.
Despite an abundance of fish in British waters, over 80% of seafood consumed in the UK is imported. Much of the fish caught in local seas, including Cornish sardines and anchovies, is exported. This imbalance drives up carbon emissions, leaves the UK vulnerable to global supply chains and pushes shoppers towards the same narrow selection of popular species.
The researchers suggest that supermarkets could play a role in breaking this barrier by using strategies such as promotions or recipe cards to change consumer behaviour. Their analysis found a “strong trend” linking the availability and sales of seafood in supermarkets, with sales of salmon closely following the percentage of that fish among the range on offer.
While no direct relationship could be inferred, the report concluded that an increase in market availability of lesser-known species like sprats and flatfish could potentially boost their sales. The research found that 40% of UK consumers said they would be willing to try these lesser-known species, especially if they are fresh, locally sourced and reasonably priced.
The study, funded by UK Research and Innovation, combined focus groups, a national consumer survey and an analysis of supermarket sales data to understand buying behaviour and attitudes towards trying new fish. It found that while many consumers were put off by the taste of fish and the presence of bones, a significant percentage said they would be willing to experiment with local options.
