the perspective of a national administration: the case of seafood … · 2018-05-23 · north...
TRANSCRIPT
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Aurora de Blas Carbonero Subdirectora General de Economía Pesquera Ministerio de Agricultura y Pesca, Alimentación y Medio Ambiente. ESPAÑA
The perspective of a National Administration: the case
of seafood consumption and labellingin Spain
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CONSUMPTION
CONSUMER HABITS and PROFILES
INFORMATION AND CONSUMER
STRATEGIES
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CONSUMPTION
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North America, 21,4
kg/year
Asia 23,0kg/year
Oceania 24,8 kg/year
Europe 22,2kg/year
Latin America and the Caribbean ,
9,4kg/year
Africa 9,8kg/year
The world consumption of fisheryproducts
Data source FAO 2014, SOFIA report 2016
Industrialized countries: 26,8 Kg/year
Other developed countries: 20,0 Kg/año
Least-developed countries: 12,4 Kg/año
CONSUMPTION
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The household consumption of fishery products in Spain
28,11
30,1529,92
27,3
26,8126,37
27,2
26,41
25,9
23
24
25
26
27
28
29
30
31
2007 2008 2009 2010 2011 2012 2013 2014 2015
(MAPAMA)
CONSUMPTION
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Fishery products
3,8% of the total food expenses
-1,1%decrease of the total food expenses, mainly Fish and Seafood
Price increase in fish and seafood products
The consumption of young people and families is still low in comparation with older people
Discount stores gain market share versus Traditional Chanels
Fishery Consumption
Why is decreasing?
TAM November 2016
CONSUMPTION
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CONSUMER HABITS
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Differents consumers, differents needs
information
marketing
Local comercecultural influences
Economicdevelopment
sustainability
opportunities
GLOBAL MARKETS
health
CONSUMER HABITS
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SENSES: The products must be appealing (appearence, smeeling,
taste…)
HEALTH: Natural and fresh, low in salt, without preservatives,
with olive oil
ECONOMY: The Price-quality ratio is a key factor
KNOWLEDGE: More information on the origin, treatment and
production methods
Source: AECOC
WHICH ASPECTS ARE VALUED BY THE CONSUMERS?
CONSUMER HABITS
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Yes79%
No21%
Source: AECOC
Is Sustainable Fishing Concept knownfor the consumers?
(Base Total: 1.200)
Would the consumer pay more for a FisherySustainable product?
(Base conocen: 951)
22%
78%Yes
No
79% of the interviewees know the concept of Sustainable Fishing and they would pay more for a product coming from sustainable fisheries.
Término “Pesca Sostenible”
Source: AECOC
The Value of the Sustainability I
But….
CONSUMER HABITS
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2% 2% 2% 1% 1% -
Tuna(n=751)
Mussels(n=443)
Sardines, anchoviesand squid
(n=568)
Cocklesand clams
(n=333)
Prepared; breaded
fish(n=484)
Sushi(n=269)
What is answer when other question is raised to the consumer?
Source: AECOC
The value of the Sustainability II
CONSUMER HABITS
….. Very few people read the information of the origin in the label….
what information is actually read in the label?
Is any reference to sustainability necessary in the label of package?
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The lowest consumer
The biggest consumer
REGIONS AND CONSUMER
CONSUMER HABITS
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The profile of the highest consumer is old aged couples already retired and with children inadulthood. (People with high purchasing power to spend on themselves).
But…which is the profile of the NO-consumer ??
CONSUMER HABITS
CONSUMER PROFILE
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NO-CONSUMER PROFILE
CONSUMER HABITS
….and the final data from this study gave us the next results…
First step: carried on a survey asking for the frecuency of consume
Who is NO-Consumer? People that consume fish maximum twice per month.
Which is the age group of the No-Consumer? Young people with age between 25 and 35 years old
Second step: designed a study focus on the young people no-consumer of fish and seafood
To find out the profile of No-consumer the Secretary General of Fishing made:
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The REJECTERS: they neverconsume fish adnseafood.
Four different profiles:
The BASICS: they hardly evereat fish and theirpreferences are meat or otherdishes.
The PRAGMATICS: they like fish butthey do not havetime enought tocook.
The DISTRUSTFULS: they do not refuse butdo not trust in theorigin, orpreservation.
CONSUMER HABITS
NO-CONSUMER PROFILES
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INFORMATION AND CONSUMERS
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THE INFORMATION CLOSEST TO THECONSUMER
a aaa
INFORMATION AND CONSUMERS
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THE POWER OF INFORMATIONIN THE PURCHASE DECISION
INFORMATION AND CONSUMERS
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INFORMATION AND CONSUMERS
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INFORMATION AND CONSUMERS
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Is too much information efficientfor the consumer?
INFORMATION AND CONSUMERS
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“Right information creates trust, trust generates
consumption“
INFORMATION AND CONSUMERS
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STRATEGIES
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• THE NEW CONSUMER OF FISHERY PRODUCTS
• CONSUMER INFORMATION
• THE NO CONSUMER OF FISHERY PRODUCTS
CONFERENCES AND SEMINARS
STRATEGIES
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• ANALYSIS OF YOUNG NO CONSUMER OF FISHERY PRODUCTS.
• ANALYSIS OF YOUNG COUPLES WITH KIDS.
STUDIES AND REPORTS
STRATEGIES
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NEW TOOLS
#consumepescado
0%
STRATEGIES
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Thank you!
SUBDIRECCIÓN GENERAL
DE ECONOMÍA PESQUERA