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CONSUMER PERCEPTION OF FARMED FISH IN CROATIA
Ekaterina Tribilustova
Eurofish International Organisation
Fourth International Carp Conference
21-22 September 2017, Zagreb
FISH CONSUMPTION IN CROATIA
Consumer survey in cooperation with Eurofish and the Ministry of Agriculture of Croatia
Analysis of:
Habits and preferences regarding consumption andpurchase of fish and fisheries products in Croatia
Reasons behind consumption of fisheries products
Potential motivators for greater consumption offisheries
Attitudes towards different types of fish, anddeclarations on fishery products
Source: Milinkuvar.com
REGIONAL OVERVIEW
Region County
Vukovar- Srijem
Virovitica- Podravina
Požega- Slavonija
Osijek- Baranja
Brod- posavina
Bjelovar- Bilogora
Karlovac
Sisak- Moslavina
Koprivnik- Križevci
Krapina- Zagorje
Međimurje
Varaždin
City of Zagreb
Zagreb
Istria
Lika- Senj
Primorje- Gorski kotar
Dubrovnik- Neretva County
Split- Dalmacija
Šibenik- Knin
Zadar
Istria with Primorje and hinterland
Dalmatia
Slavonia
Central
Northern
Zagreb
Zagreb
How do Croatians eat fish and seafood?
REASONS FOR CONSUMING FISHERY PRODUCTS
58
47
18
15
3
2
1
3
45
46
20
17
1
1
1
7
56
38
18
15
1
4
0
5
52
41
10
19
0
2
0
0
65
49
15
13
3
2
2
2
63
56
20
8
3
0
1
1
62
49
21
18
9
5
2
1
good taste
healthy
habit
tradition orreligion
available
easy to prepare
good quality ofoffer
other
Total Slavonia Central Northern Zagreb Istria & Primorje Dalmatia
% Croatian citizens mostly
consume fish due to itsgood taste (58%) andhealth benefits (47%)
Main reasons forconsumption are similaracross different regions
Tradition and religion areless important for fishconsumption in Istria
COMMONLY CONSUMED FISH SPECIES
40
38
24
18
17
13
9
9
8
8
7
6
4
4
3
3
3
22
35
22
58
15
5
8
4
21
7
4
2
1
8
8
0
2
1
15
41
24
45
11
6
5
9
10
9
17
2
0
11
0
0
1
1
10
46
22
23
15
15
10
13
11
12
14
7
1
5
9
0
0
3
17
55
40
19
22
21
16
19
8
7
7
9
3
1
1
1
4
7
19
36
59
2
23
21
10
7
3
2
11
2
22
0
0
4
2
3
20
26
54
4
16
27
19
3
2
12
3
13
6
2
2
12
6
1
42
hake
sardine
common carp
tuna
gilt-head bream
bass
brown trout
wels catfish
mackerel
sprat
red scorpionfish
anchovy
pike
zander
striped red mullet
codfish
salmon
other
Total Slavonia Central Northern Zagreb Istria & Primorje Dalmatia
%
Most commonly consumed fishesin Croatia are hake (40%) sardine/pilchard (38%), and carp (24%),followed by tuna (18%) and bream(17%)
In Slavonia and Central Croatiapeople most frequently choosecarp, in Northern Croatia andZagreb hake, and in Adriaticregions sardine
Gilt- head bream is morecommonly eaten in Zagreb and inAdriatic regions
TYPES OF FISH MOST FREQUENTLY CONSUMED
73 7058 55 64
88 90
21 2330 35
28
8 86 7 12 10 8 4
0
10
20
30
40
50
60
70
80
90
100
Total Slavonia Central Northern Zagreb Istria &Primorje
Dalmatia
canned
frozen
fresh
%
Croatians most frequentlyconsume fresh fishery products(73%); one fifth prefers frozenproducts (21%), and only a smallpercentage most typicallyconsumes canned products (6%)
Citizens in Dalmatia and Istria showgreater preference for fresh (88%;90%) over other types of products
Around one third of citizens inCentral (30%) and Northern Croatia(35%) most frequently consumefrozen fish, more than in otherparts
EATING FISHERIES PRODUCTS AT HOME
2716 20 21 20
3545
44
43 3642 50
4541
1519 17
1618
998
1210
13 6 77 10 176 6 3
0
10
20
30
40
50
60
70
80
90
100
Total Slavonia Central Northern Zagreb Istria &Primorje
Dalmatia
several timesper year
once permonth
2 to 3 times permonth
once per week
2-3 times perweek
everyday
%
72% of citizens eat fisheries products at home once or several times per week
On average, fish is eaten at home once a week
In Adriatic region fishery products are consumed more often, and more than 80% eat them weekly
Source: Forking Croatia
EATING FISHERIES PRODUCTS OUT OF HOME
7 6 3 10 10 54
63 9
9 9 36
105
57
16
10 12
7586 80 74
6277 77
40
10
20
30
40
50
60
70
80
90
100
Total Slavonia Central Northern Zagreb Istria &Primorje
Dalmatia
several timesper year
once per month
2 to 3 times permonth
once per week
2-3 times perweek
everyday
%
Fisheries products are less frequently consumed out of home
The majority of consumers (75%) eats them several times per year
The highest frequency is in Zagreb, while the lowest is in Slavonia
Source: www.infofazana.hr
CONSUMPTION OF FISHERY PRODUCTS BY CHILDREN IN HOUSEHOLDS
71
50
80 78 75 73 78
19
36
17 16 1812
10
10 134 6 6
15 12
0
10
20
30
40
50
60
70
80
90
100
Total Slavonia Central Northern Zagreb Istria &Primorje
Dalmatia
some yes, some do not
no
yes
%
Most of children eat fishery products: 71% in households with children, 19% partially
In Slavonia, smaller percentage of children in households consume fisheries: 50 % yes and 13% partially
PLACES FOR PURCHASE OF FISHERIES PRODUCTS
65
53
16
13
10
1
61
57
15
6
11
1
49
68
14
10
17
0
41
71
20
10
10
3
68
66
15
7
5
0
76
35
14
24
8
0
80
30
16
22
15
2
fish market
shopping center
local shop
directly from thefisherman
personally fishing
other
Total Slavonia Central Northern Zagreb Istria & Primorje Dalmatia
%
65% of consumers buy fishery products at fish markets and over half in shopping centres
In Istria and Dalmatia only a third buys fish in shopping centres, while they are common for around 2/3 of people in other regions
Source: www.trover.com
PREFERENCE OF FISH BASED ON ITS ORIGIN
55 52 52 5167 50 50
29 28 2919
13 42 44
4 7 49
65
3
11 11 10 18 14 6 5
0
10
20
30
40
50
60
70
80
90
100
Total Slavonia Central Northern Zagreb Istria &Primorje
Dalmatia
DK/ NA
other than EU
EU
region/ county
Croatia
%
High majority (84%) prefers Croatian fishery products -55% from Croatia in general, and 29% from their own region within Croatia
Adriatic regions show bigger preference for regional products, and Zagreb for Croatian fisheries
REASONS FOR PREFERENCE OF LOCAL/IMPORTED PRODUCTS
60
22
19
16
14
3
1
4
71
24
15
21
13
2
1
2
63
17
25
14
7
3
1
4
11
53
0
6
38
11
6
0
better quality &taste
more accessible &available
to support localfishermen
habit/ formerexperience
better price
better offer
better value formoney
other
Total region/ local Croatia outside of Croatia
%
National and regionalfisheries products fromregion are chosen due toits high quality and goodtaste
Accessibility (24%) andconsumption habit (21%)are also important forlocal fish, and support offishermen for fish fromCroatia in general (25%)
Imported fish ispurchased due toavailability (53%) andbetter price (38%)
What kind of fish do Croatians prefer?
Source: Jamnica.hr
WILD VERSUS FARMED FISH
6250 42 45
6078 80
1323
24 228
6 525 27 34 33 3215 14
0
10
20
30
40
50
60
70
80
90
100
Total Slavonia Central Northern Zagreb Istria &Primorje
Dalmatia
no preference
farmed
wild
%
Wild fish (62%) is preferred over farmed (13%), while quarter shows no preference
Wild fish is more preferred in Adriatic regions
In Slavonia, and Central and Northern Croatia, farmed fish is more liked than in other regions
SALTWATER VERSUS FRESHWATER FISH
60
29 3251
61
87 84
22
5337
2212
7 619 1831 27 27
6 10
0
10
20
30
40
50
60
70
80
90
100
Total Slavonia Central Northern Zagreb Istria &Primorje
Dalmatia
no preference
freshwater
saltwater
%
Saltwater fish (60%) is preferred over freshwater (22%), while 19% does not show any preference
Saltwater fish is especially favoured in Adriatic regions
Freshwater fish is preferred in Slavonia and Central Croatia
SOURCES FOR OBTAINING INFORMATION ABOUT FISHERIES PRODUCTS
47
35
23
19
16
8
6
6
5
3
36
41
19
16
17
15
6
6
7
6
51
36
24
15
8
4
2
7
2
1
34
43
25
19
23
6
6
6
4
0
41
37
30
15
20
10
8
5
3
4
54
25
19
24
16
3
7
4
4
1
62
30
19
23
10
7
5
6
7
4
experience andhabits
TV
Internet
friends, family
newspaper/magazines
radio
not informed
doctor
fisherman/ retailer
other
Total Slavonia Central Northern Zagreb Istria & Primorje Dalmatia
% Citizens know about
benefits of fisheries fromtheir own experience(47%) or from TV (35%)and Internet (23%)
Own experience andhabits are particularlyrelevant in Adriaticregions, as well asinformation from familyand friends
INTEREST IN TRYING NEW PRODUCTS
50 5141 39
58 50 50
43 4250 50
35 48 42
7 7 9 11 7 2 9
0
10
20
30
40
50
60
70
80
90
100
Total Slavonia Central Northern Zagreb Istria &Primorje
Dalmatia
DK/ NA
no
yes
%
• Half of Croatian respondents is willing to try new fisheries products.
• More frequent consumption in general would be motivated by lower prices (54%) and greater availability of different products (23%).
What is their opinion about farmed fish?
ATTITUDE TO FARMED FISH
4630 26 23
17
24
2019 21
17
18
28 32 30
25
610 11 11
15
7 12 11 1525
0
10
20
30
40
50
60
70
80
90
100
Farmed fish ismore fatty
Lower quality Farmed fish is tooexpensive
Do not knowmuch aboutfarmed fish
Non-naturalshape, color and
taste
strongly disagree(1)
2
3
4
strongly agree(5)
%
Majority of Croatian citizens (69%)believe that the farmed fish is morefatty than wild, and that it has minorquality (51%)
Lower share of consumers finds it istoo expensive (45%) or unnatural(35%)
Significant percentage (44%) thinksthat it does not know much aboutfarmed fish, and only a quarter (26%)estimates its knowledge as good
CROATIAN CONSUMERS THINK THAT FARMED FISH IS…..
77
75
72
66
62
66
0 20 40 60 80 100
Agree (%)
More fatty
Dalmatia Istria and Primorja
Zagreb Northern Croatia
Central Croatia Slavonia
53
56
57
47
34
58
0 20 40 60 80
Agree (%)
Lower quality
Dalmatia Istria and Primorja
Zagreb Northern Croatia
Central Croatia Slavonia
CROATIAN CONSUMERS THINK THAT …..
56
42
40
50
34
37
0 20 40 60
Agree (%)
They do not know much about farmed fish
Dalmatia Istria and Primorje
Zagreb Northern Croatia
Central Croatia Slavonia
54
55
56
43
34
37
0 20 40 60
Agree (%)
It does not have natural shape, color or taste
Dalmatia Istria and Primorje
Zagreb Northern Croatia
Central Croatia Slavonia
IMPACT OF ELEMENTS ON PURCHASE OF FARMED FISH
46 44 38 35 33
18 20 23 23 24
18 17 20 21 19
4 4 3 5 5
13 16 16 16 19
0
10
20
30
40
50
60
70
80
90
100
Lower price Greater visibilityof origin
Better quality Better offer Quantity ofinformation
wouldnt affect atall (1)
2
3
4
would affectcompletely (5)
%Lower price (65%) and greatervisibility of origin (64%) of farmedspecies wold motivate Croatianconsumers them to purchasemore often farmed fish.
In Adriatic regions, better quality(61%), better offer (58%) andquantity of information (58%)would tend to have smallerimpact on purchasing decisions.
IMPACT OF ELEMENTS ON PURCHASE OF FARMED FISH BY REGIONS
69
66
73
66
61
55
0 20 40 60 80
Agree (%)
Lower price
Dalmatia Istria and Primorje
Zagreb Northern Croatia
Central Croatia Slavonia
64
71
55
61
56
51
0 20 40 60 80
Agree (%)
Better quality
Dalmatia Istria and Primorje
Zagreb Northern Croatia
Central Croatia Slavonia
IMPACT OF ELEMENTS ON PURCHASE OF FARMED FISH BY REGIONS
65
68
71
65
59
56
0 20 40 60 80
Agree (%)
Better visibility of origin
Dalmatia Istria and Primorje
Zagreb Northern Croatia
Central Croatia Slavonia
60
58
65
61
53
53
0 20 40 60 80
Agree (%)
Better offer
Dalmatia Istria and Primorje
Zagreb Northern Croatia
Central Croatia Slavonia
62
58
60
59
60
48
0 20 40 60 80
Agree (%)
Quantity of information
Dalmatia Istria and Primorje
Zagreb Northern Croatia
Central Croatia Slavonia
IMPACT OF ELEMENTS ON PURCHASE OF FARMED FISH
3.8
3.7
3.6
3.6
3.5
4.0
3.8
3.8
3.7
3.6
3.8
3.8
3.8
3.4
3.4
4.1
4.0
4.0
3.9
3.7
3.9
3.8
3.7
3.7
3.6
3.7
3.6
3.5
3.4
3.5
3.4
3.4
3.3
3.3
3.1
Price
Visibility of origin
Quality
Offer
Quantity of inf.
Total Slavonia Central Croatia Northern Croatia Zagreb Istria and Primorje Dalmatia
Lower price would less motivatecitizens of Dalmatia than citizens ofSlavonia, Northern Croatia andZagreb on purchase of farmed fish
Better quality would affect lesscitizens of Dalmatia than the ones inSlavonia and Northern Croatia
Better offer, visibility of origin andinformation are more important forpeople in Northern Croatia than inDalmatia
In Adriatic regions all elements tendto be estimated as less influential
FISH AS A SOURCE OF VALUABLE NUTRIENTS
Salmon,
farmed
Salmon,
wild
Carp,
farmed
Tilapia,
farmed Chicken Beef
Proteins g/100g 20 20 18 20 19 21
Lipids g/100g 13 6.3 5.6 1.7 15 12
Water g/100g 65 69 76 78 66 65
DHA + EPA
(ω-3)
mg/100
g1966 1436 350 91 40 3
USDA National Nutrient Database (USDA, 2012)Source: “Contribution of fish to nutrition security”, by Jogeir Tope, FAO
Source: Forking Croatia
Thank you for your attention!