Alternative Species

Price - Varied dependent upon species. 75% of consumers were prepared to pay £3.99 or more for
Monkfish. Salmon followed closely. Mackerel and Gurnard were viewed as cheaper alternatives at £2.99. Prices were based on a portion for 2 people including the marinade, with the product being sold in a 454 gram container.

Packaging
63% of consumers would prefer to buy the fish and the marinade separate with the remaining 37% choosing the pre-packed option.

Qualitative Findings
All consumers were extremely supportive of the initiative and reinforced the need for new product development. In addition it was noted that Sainsbury’s should be selling and making available more local produce such as fish, which is representative of the region.

Introduction
Seafood Week occurs on an annual basis and is the highlight of the seafood calendar, NIS use this week as an opportunity to promote and raise awareness of the seafood industry as well as carrying out valuable market research.

Research Aim : Measure consumers response to both alternative and mainstream fish species when cooked in a variety of marinades.

Research focused on gauging consumer’s response to the concept of cooking a wide variety of fish in a diverse range of marinades. Initial research carried out during the Balmoral show provided an insight into which pairings were successful in terms of fish species and marinades. Seafood week would build on this research by using a more diverse selection of fish, in the form of locally caught traditional fish as well as alternative species.

Examples of the dishes sampled include

In addition NIS provided the chefs with some freedom to try new taste sensations by simply using their own initiative and experience when partnering fish and marinades. Throughout the week there was a total of 31 different combinations of marinated seafood. It would therefore be unrealistic to analyse all of these dishes in detail, therefore NIS have concentrated on the combinations which have potential to develop into commercial products.

Numerous alternative species exist, in large stocks, within close proximity to our shores. This range of seafood can be cheaply sourced which could potentially provide a viable alternative to the more expensive, recognisable species which in some cases are diminishing. This research would provide an insight into which species could potentially have a commercial
future. Ultimately this would increase local regional demand for fish while maintaining a low carbon footprint with extremely low food miles.

Criteria Used to measuring response.
Consumers were asked to state their preference for each of the dishes based on the following criteria

NIS conducted research over a wide geographical area to allow for a fair representation of consumers views and opinions to be collated. Selected stores throughout N.Ireland include Forestside, Ballymena, Craigavon, Coleraine, Derry and Newry.

During the week some 652 consumers took part in the market research. Both qualitative and quantitative feedback was recorded and analysed to produce the following findings.

Gender of Consumers



Age of Respondents



Findings
Product
Throughout the week it became apparent that a trend was emerging in terms of the positive reaction which consumers had for Monkfish cooked in the Garlic Pepper, reduced with cream. This combination proved extremely popular as 100% of consumers who sampled this dish stated that they would purchase this product, if it were available in-store. Glenarm Salmon with wild garlic also proved popular which reinforces findings from the Balmoral show. .

Price
Consumers selected the price they were willing to pay for the product based on purchasing a portion for two people including the marinade, and as expected, this varied depending upon the species. Monkfish was the species which was deemed as being the most expensive as 75% of consumers were prepared to pay £3.99 or more. Glenarm salmon was a close second as could be expected although it was mackerel and gurnard which were seen as cheaper alternatives with consumers willing to pay £2.99. As can be seen from the flow chart, participants were prepared to pay £3.99 for a portion for 2 people, in relation to the majority of fish and marinade combinations.
An additional cost will invariably be charged by processors to prep the alternate species as it is labour intensive. This should be taken into consideration which pricing any new product ranges.

Packaging
Respondents were asked how they would prefer to purchase the product in-store, with the options being to purchase the ingredients pre-packed or separate. The pre-packed option appealed to convenience buyers whereas it was felt the separate option allowed for consumers to add as little or as much of the marinade as they wished, based on personal preference. Analysis showed that 63% preferred to purchase the product with ingredients being packaged separate which left the remaining 37% preferring pre-packed.

Price/Species Relationship



Packaging Preferences



Alternative Species

NIS decided to focus on 4 alternative fish species including Squid, Octopus, Dogfish and Gurnard. It became evident that the public had very little knowledge of these species and therefore initially were a little apprehensive; this was most noticeable with reference to octopus largely due to its physical appearance and texture. However in the majority of cases,
once they actually tasted the fish their opinions changed!.

Octopus – The obvious marinade for this form of seafood was “Chilli and Lemon” with which the dish combined and worked extremely well. It was apparent that the texture, appearance and taste of octopus had a more varied response from consumers when compared to other species. Feedback would indicate that although this product may not appeal to the mass market, it does nevertheless appear to have a smaller specialised market.
“Although I liked the taste of this dish it is a slightly unusual dish which I imagine would be for occasional use”.

Squid – Similar to octopus in terms of having a unique texture and appearance which did put some people off however squid did prove easier to sample when compared to octopus. Cooked in Chill, Ginger and Lime marinade, squid received favorable feedback from those consumers which tried it although again would appear to only appeal to a niche market. Consumers viewed it as a excellent starter for a dinner party. 37% of consumers were prepared to pay £2.99 for squid however 27% would play £3.99 with 21% prepared to pay £4.99, thus showing more research would need to be carried out to define the price.

Gurnard – Proved an extremely popular fish with quite a wild flavour and was seen as a cheaper alternative to monkfish with quite a “meaty” texture. Gurnard was well received by the consumer irrespective of the marinade used however the wild garlic marinade did prove slightly more popular when compared to tomato and basil. Would appear to have a bright future based on consumer response, as 36% strongly liked the taste of the fish and marinade combination, with 45% prepared to pay £3.99

Dogfish – A relative of the shark family, again with a meaty, white fish texture which cooked extremely well with ginger, chilli & lime and garlic with black pepper. This species received great feedback with 65% of people “strongly liking” the texture, appearance and taste of the fish. In relation to the price, 33% were prepared to pay £3.99. Dogfish was also suggested as an alternative to cod.

Research has highlighted the importance which the “Visual appearance” of a product has, in direct relation to consumers likelihood of trail/purchase. This was evident when promoting the alternate species, as apparent with Octopus and Squid.

Internal Findings
Throughout the duration of Seafood Week NIS recorded the views of the Chef’s in relation to possible improvements to the marinades and issues relating to the alternative species.

Marinades
Tomato & Basil – a little bland/ slightly sour, could be sweeter.
Chili and Lemon – very nice
Chili, Ginger & Lime – beautiful combination, works on all white fish.
Wild Garlic - worked well with all species
Garlic and Black Pepper – star marinade, more popular when reduced with cream.
Kiev – Great taste on all oily fish

Alternative Species
When cooking alternative species it is worth noting the significant preparation time required to get the fish to a stage where it is ready to be cooked.
This would be something to consider when setting a price on such products as inevitably there will be a labour cost incurred through the processors for prepping, which will have to be reflected in the product’s final price.

Qualitative Research
In general the overall feedback from the consuming public was extremely positive over the entire range of fish and marinades sampled throughout the week.
The main findings from the analysis have been collated and grouped below.
“First class, there’s not enough products like this currently in N.Ireland”
“Why do Sainsbury’s not sell more local produce like this?”
“Lovely taste, would love to be able to purchase the product in-store”
“Great to be able to taste something different. Should be stocked and available more widely”
“The marinade could be used for additional uses, not just fish i.e. chicken, beef etc”.
“Excellent to see fish being promoted”
“A brilliant idea to promote and sell fish in this way”
“Great concept, I wouldn’t normally buy fish but after tasting I would definitely be inclined to do so in the future”

Summary
Seafood week provided an excellent opportunity to collate and analyse consumers views on a potential new product range, combining fish and marinades.

Opportunity
Primarily it becomes evident that a niche does exist with the seafood market for a new range such as this. Research has shown that consumer demand would exist to justify and support the introduction of such a product range.
Retail demand for local regional produce is higher than ever before with issues such as the carbon footprint and low food miles dominating the retailing world.

Recommendations
Sainsbury’s have an opportunity to satisfy this demand by providing locally caught fish in a way which is unique to the market.
Analysis has shown the blueprint in which to develop this concept further, with direction provided in relation to product, price and packaging which provide the basis to transform this concept from theory, to a commercial product!