Japanese Seafood Consumption Study

Background of the Japanese Seafood Consumption Study

Our client is a trade organisation based in Singapore that promotes mutually beneficial trade between the country and the rest of the world.

Research Objectives

Our client understands that there is some concern amongst the country’s suppliers of seafood on whether consumers in Singapore are shying away from the country’s seafood. Thus, the client would like to find out:

• If there are any changes in sentiment of general consumers towards the country’s seafood
• Examine attitudes towards home grown versus imported seafood products
• Successful methods to eliminate harmful rumours if negative associations towards the country’s seafood are present

Approach

A two-phase study was conducted.

Phase 1: 15 minutes self-administered survey with 1,000 seafood consumers. These consumers come from a diverse demographic, aged between 20 to 70 years old

Phase 2: 12 central location focus groups with seafood consumers

• During the sessions, the first 6 focus groups were asked to co-create an informative poster/flyer which would appeal to them. They provided their input for the poster which aims to provide assurance of the safety of
  Japanese seafood
• The next 6 focus groups then evaluated the 2 posters/ flyers to test if it actually appeals to them. A final poster was then created based on the feedback from all groups.

Findings of the Japanese Seafood Consumption Study

From the results, consumers consumed seafood and at home and outside almost equally. On the other hand, they eat Japanese seafood outside more often than at home.

Additionally, there has been a consistent pattern of consumption for seafood with no significant changes in consumption patterns. This sustained consistency in seafood and Japanese seafood consumption was also anticipated to persist over the subsequent 12 months. 

Application

The findings from the study will be posted on the trade organisation’s website. It will also be shared with the suppliers of seafood for them to make an informed decision on how to promote their own seafood products.

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