How consumption of Norwegian seafood can increase in Italy
Italy is a large and important market for Norwegian seafood, especially for salmon and conventional products such as stoccafisso (stockfish) and baccalà (saltfish or clipfish).
For salmon, Norway has a market share of over 90 per cent, while the market share for stockfish is 100 per cent. The market share for saltfish and clipfish varies from 13 to 85 per cent, depending on the type of product.
"We wanted to gain a better understanding of the consumption of different proteins in Italy and how Norwegian seafood performs in the protein competition," says country director Tom-Jørgen Gangsø from his office in Milan.
He is now reviewing the report Sources of protein in Italy from Ipsos. The survey examines what influences consumers’ choices, what people think about the various proteins, how often they are eaten, and what it would take for people to eat more - especially regarding Norwegian seafood.
The insights from the report support decisions linked to everything from product development to marketing.
"Therefore, we will first and foremost share this knowledge with the Norwegian seafood industry and their customers," says Gangsø.
For the Norwegian Seafood Council, the findings provide an even stronger foundation for sharpening both messaging and target groups in seafood campaigns run in Italy.
Salmon - a popular protein
The survey describes 15 different protein sources: from plant-based proteins to beef, chicken and seafood. Overall, meat – especially chicken – dominates the Italian protein market, both in terms of what is eaten most often, and which proteins people most readily think of when asked to list protein sources they know.
Italians primarily associate protein with meat. The general category ‘fish’ appears far down the list, while salmon is among the top five proteins Italians are familiar with.
Even so, salmon also ranks among Italy’s top five favourite proteins. It scores very highly on associations with health, good taste and food that is exciting and on-trend. In addition, salmon is the protein that people most associate with something positive or something they look forward to eating.
Nine out of ten Italians have eaten salmon, and consumption is highest among young single people between 18 and 34 years of age. But even though almost everyone has eaten salmon, it is more often consumed monthly than weekly.
Barriers for salmon
Despite Italians’ strong preference for, and desire to buy, salmon, many end up choosing other proteins.
"There is a gap between the desire to buy salmon and actual purchase," explains Tom-Jørgen Gangsø.
The main reason is price: Italians feel that salmon hits the wallet a bit harder than beef, tuna and chicken.
Other findings show that those who eat salmon monthly generally have higher incomes than average. This is also reflected in this group’s higher consumption of other premium protein sources such as scallops and fillet steak.
Opportunities for salmon
The report concludes that salmon has significant growth potential in Italy. Here is a brief summary:
Traditional products: stoccafisso and baccalà
Stockfish (stoccafisso) has long food traditions and deep roots in Italy. The same applies to dishes made from saltfish and clipfish. Sometimes Italians are not aware whether the fish they eat has been produced in one way or the other.
As a result, the names stoccafisso and baccalà are sometimes used interchangeably. Usage also varies from region to region.
"Not surprisingly, both products are mainly associated with tradition and culture," says the country director.
But according to the survey, they lack broad appeal among the Italian population. They also end up far down the list when people are asked what they would like to buy.
The two traditional products are most popular among established families, and the biggest barriers preventing more people from choosing these proteins are:
"In addition, many point to a high price as an important barrier, but to a lesser extent than for salmon," notes Tom-Jørgen Gangsø.
Opportunities for stoccafisso and baccalà
Italians want life to be simpler: sales of easy-to-prepare variants of traditional products such as baccalà and stoccafisso are increasing.
The Norwegian Seafood Council will this year continue campaigns in both the retail and restaurant markets. There will also be targeted investments in media and PR.
Together with the seafood industry, common goals have been set to increase the consumption of salmon. Another important objective is to strengthen the value of, and willingness to pay for, conventional products.
"Insight reports such as the protein study will be used to ensure that we reach these goals as effectively as possible," says Tom-Jørgen Gangsø.
Just like salmon, stoccafisso and baccalà can grow in social settings where people cook together or share a meal with family and friends. The potential is greatest among established families – that is, families with older children.
The report also highlights the need for simplification.
"This means more tips and inspiration for how the fish can be prepared quickly and easily," says Gangsø.
The need for simplification is reflected in growing retail sales of convenient and ready-to-cook dishes made from stockfish, clipfish and saltfish.
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