ae 2015 rotterdam special session diversify
During the Aquaculture Europe 2015 conference, DIVERSIFY project had a special session day, Thursday 22th October.
Major results in WP28, New product development, and WP 29, Consumer value perceptions and behavioal change
obtained during 2014 and 2015 were presented by Thanasys Krystallis (AU) and Machiel Reinders (DLO) with results from the work of Banovic, M., Reinders, M. Guerrero, L.
Major results in WP28, New product development, and WP 29, Consumer value perceptions and behavioal change
obtained during 2014 and 2015 were presented by Thanasys Krystallis (AU) and Machiel Reinders (DLO) with results from the work of Banovic, M., Reinders, M. Guerrero, L.
Justification of the socioeconomics work planned in diversify
Based on the development of the EU market and the demand characteristics, the following socioeconomic bottlenecks were identified:
- Demand for seafood in the EU is increasing. While the EU fisheries are stable or decreasing, the total EU demand for seafood is increasing. This increasing demand is currently fulfilled with imports from third countries. However, in order not to become overly dependent on seafood that is sourced in an increasingly competitive local and international market, it is important to introduce locally produced, sustainable and safe seafood to meet the demands of EU consumers.
- EU consumer’s negative attitude towards aquaculture fish and products. This means that effective communication strategies have to be developed for the existing and newly developed products (new fish species and their value added products). This requires changing consumer perceptions and attitudes towards the entire aquaculture industry and range of products.
- Demand for new aquaculture products in the EU market and subsequently in the world has to be developed. New quality products for new markets have to be developed and targeted to potential market segments, in order to increase demand in the EU and world markets. New species have to be introduced in the market to diversify the aquaculture assortment, so that the risk of image loss of a specific species has lower market consequences for the whole sector.
- Demand for European aquaculture products in the world markets has to be created. Rising global consumption of aquaculture fish constitutes a great challenge and opportunity for the EU aquaculture industry. The proposed new species, cultured with sustainable methods and leading to high added-value products can be a driver for growth of the market share of EU aquaculture in local and global markets.
- The range and added value of the aquaculture products has to increase. According to the EU-funded project SEAFOODPLUS, consumers ask for more convenient products in the seafood market. In addition, the added value and cost price of the products have to be positioned in relation to other protein sources. This requires that the price elasticity of fish must be related to the price elasticity of other protein sources. In addition, additional value of European aquaculture products has to be implemented in chain revenue models that lead to a better livelihood for aquaculturists.
- The sustainability of the aquaculture sector has to be improved further, as sustainable fish products are requested more and more by EU and global consumer segments, industrial buyers and regulators; at the same time, investing on a sustainable image of the EU aquaculture will create a competitive advantage for the EU aquaculture industry. This requires that technological innovations have to be achieved, which are driven by market demand (consumers and retailers) and sustainability demands of NGO’s.
All the above aspects underline that the image of the aquaculture sector has to be improved. New, sustainable --and high added value-- products with a longer shelf life have to be developed and SME’s have to be more innovative for the introduction and market development of these new species.
- Demand for seafood in the EU is increasing. While the EU fisheries are stable or decreasing, the total EU demand for seafood is increasing. This increasing demand is currently fulfilled with imports from third countries. However, in order not to become overly dependent on seafood that is sourced in an increasingly competitive local and international market, it is important to introduce locally produced, sustainable and safe seafood to meet the demands of EU consumers.
- EU consumer’s negative attitude towards aquaculture fish and products. This means that effective communication strategies have to be developed for the existing and newly developed products (new fish species and their value added products). This requires changing consumer perceptions and attitudes towards the entire aquaculture industry and range of products.
- Demand for new aquaculture products in the EU market and subsequently in the world has to be developed. New quality products for new markets have to be developed and targeted to potential market segments, in order to increase demand in the EU and world markets. New species have to be introduced in the market to diversify the aquaculture assortment, so that the risk of image loss of a specific species has lower market consequences for the whole sector.
- Demand for European aquaculture products in the world markets has to be created. Rising global consumption of aquaculture fish constitutes a great challenge and opportunity for the EU aquaculture industry. The proposed new species, cultured with sustainable methods and leading to high added-value products can be a driver for growth of the market share of EU aquaculture in local and global markets.
- The range and added value of the aquaculture products has to increase. According to the EU-funded project SEAFOODPLUS, consumers ask for more convenient products in the seafood market. In addition, the added value and cost price of the products have to be positioned in relation to other protein sources. This requires that the price elasticity of fish must be related to the price elasticity of other protein sources. In addition, additional value of European aquaculture products has to be implemented in chain revenue models that lead to a better livelihood for aquaculturists.
- The sustainability of the aquaculture sector has to be improved further, as sustainable fish products are requested more and more by EU and global consumer segments, industrial buyers and regulators; at the same time, investing on a sustainable image of the EU aquaculture will create a competitive advantage for the EU aquaculture industry. This requires that technological innovations have to be achieved, which are driven by market demand (consumers and retailers) and sustainability demands of NGO’s.
All the above aspects underline that the image of the aquaculture sector has to be improved. New, sustainable --and high added value-- products with a longer shelf life have to be developed and SME’s have to be more innovative for the introduction and market development of these new species.
Specific needs for socioeconomics work in the selected species
As mentioned above, each of the selected species has the potential to grow in the market and to be perceived as an added value product, and their biological and economical potential is expected to stimulate the growth of the European aquaculture sector. Below, we reiterate the economic potential of each species in relation to the socioeconomic bottlenecks, and the actions planned in DIVERSIFY to overcome them:
Meagre is a large fish with excellent taste. As it is rather rare in fishery captures in the Mediterranean, it is not well known by consumers and the European market is still a niche product. Market development and consumer acceptance of relative species is done successfully in Japan, Australia and the USA. Market development is imperative for the EU and should focus mainly on consumer and retail awareness, and a better positioning with regard to gilthead sea bream and European sea bass. New product development could support market development.
The greater amberjack is a large fish with high flesh quality and market value. In addition to its economic potential in the EU market, cultured greater amberjack has a significant potential for exports, as it is distributed worldwide, and congener species are produced commercially elsewhere. This cultured fish has proven its potential in other markets. In Europe, there has recently been an intense interest from the aquaculture sector for this species, but production levels are miniscule. Therefore, a consumer oriented market introduction of cultured amberjack is necessary. Also, market development is necessary for growth with preservation of the added value and price, once production increases.
Pikeperch is a medium size freshwater fish, with a good taste and a high market value. There is already a market in Europe and North America, showing strong demand. The production capacity of this fish is expected to grow fast in the coming years. To keep up the high market value, product development and market development is necessary for coordinated growth. Therefore, potential markets and consumer segments have to be identified to maintain or increase the added value.
Atlantic Halibut is a large fish with a very good reputation in the north European market and a high market value. Demand exceeds the current production capacity. Market and product development is not necessary for the short run, but a market development strategy for the long run is necessary, because new entrants in the market can be expected given the added value of Atlantic halibut.
Wreckfish is a large fish with excellent flesh, but not available as a cultured fish. It is distributed throughout the world and products from the capture fishery are highly regarded. A very close relative is produced experimentally in New Zealand, where it is considered one of the best marine fishes. Because of this potential excellence, wreckfish could be interesting for the European market. For this species technical bottlenecks have to be solved first. So, only market positioning in relation to other species is necessary for the short run, and for the long run the market potential will be identified.
Grey mullet is a medium size herbivorous fish, cultured extensively throughout the world, but often not well regarded by consumers. It has a niche market in the Mediterranean for its flesh and high priced roe. Due to its good taste and low cost of rearing, grey mullet could have large potential market all over Europe, especially within segments of population of North African, Middle Eastern or Asian origin. Market and new product development are necessary for growth in the middle-long run in the native European market and the immigrant market.
Meagre is a large fish with excellent taste. As it is rather rare in fishery captures in the Mediterranean, it is not well known by consumers and the European market is still a niche product. Market development and consumer acceptance of relative species is done successfully in Japan, Australia and the USA. Market development is imperative for the EU and should focus mainly on consumer and retail awareness, and a better positioning with regard to gilthead sea bream and European sea bass. New product development could support market development.
The greater amberjack is a large fish with high flesh quality and market value. In addition to its economic potential in the EU market, cultured greater amberjack has a significant potential for exports, as it is distributed worldwide, and congener species are produced commercially elsewhere. This cultured fish has proven its potential in other markets. In Europe, there has recently been an intense interest from the aquaculture sector for this species, but production levels are miniscule. Therefore, a consumer oriented market introduction of cultured amberjack is necessary. Also, market development is necessary for growth with preservation of the added value and price, once production increases.
Pikeperch is a medium size freshwater fish, with a good taste and a high market value. There is already a market in Europe and North America, showing strong demand. The production capacity of this fish is expected to grow fast in the coming years. To keep up the high market value, product development and market development is necessary for coordinated growth. Therefore, potential markets and consumer segments have to be identified to maintain or increase the added value.
Atlantic Halibut is a large fish with a very good reputation in the north European market and a high market value. Demand exceeds the current production capacity. Market and product development is not necessary for the short run, but a market development strategy for the long run is necessary, because new entrants in the market can be expected given the added value of Atlantic halibut.
Wreckfish is a large fish with excellent flesh, but not available as a cultured fish. It is distributed throughout the world and products from the capture fishery are highly regarded. A very close relative is produced experimentally in New Zealand, where it is considered one of the best marine fishes. Because of this potential excellence, wreckfish could be interesting for the European market. For this species technical bottlenecks have to be solved first. So, only market positioning in relation to other species is necessary for the short run, and for the long run the market potential will be identified.
Grey mullet is a medium size herbivorous fish, cultured extensively throughout the world, but often not well regarded by consumers. It has a niche market in the Mediterranean for its flesh and high priced roe. Due to its good taste and low cost of rearing, grey mullet could have large potential market all over Europe, especially within segments of population of North African, Middle Eastern or Asian origin. Market and new product development are necessary for growth in the middle-long run in the native European market and the immigrant market.
