A problem in the analysis of markets and of consumer behaviour is that most available data is on a very aggregated level. Therefore, information on regional market peculiarities or niche markets often gets lost. This is also the case for consumption data of freshwater species. Clearly more detailed information needs to be obtained on the preferences and consumption patterns of specific consumer groups. Current trends among consumers towards traditional, genuine or more convenient foods is also reflected in the demand for aquaculture products as these are increasingly required to be organic or at least consumer-friendly (filleted, packaged or part of a ready-meal available in the supermarket). In general, European aquaculture producers have drawn limited benefit from these trends. It is also clear that there is a need to increase consumer awareness and improve the image of the industry and its products. In addition, producers should get more market oriented, and over time, adapt choice of species and product forms to market requirements.
Any promotional campaign should be part of an overall strategy aimed at increasing the profitability of the industry and the economic well-being of the operators. The positive contribution to the rural economy by the industry should be emphasised and development programmes for alternative or supplementary economic activities such as recreational fishing, agro-tourism, etc. should be drawn up. Likewise, the use of specific labels denoting geographic origin, traditional production methods or other parameters should be promoted.
Research into the commercialisation of existing under-utilised species should be promoted, and more research on the implications of new requirements of retailers and restaurants for the freshwater aquaculture industry encouraged. Lastly, more economic research into the demand for freshwater species in the European markets should be undertaken, in order to get a better understanding of how consumers respond to changes in income and prices.
The costs of such undertakings are obvious, as is the realisation that they must be borne by the industry. However, European aquaculture producers should draw heart from the successful examples of the Catfish Institute in the United States, the Norwegian Seafood Export Council, BIM (Irish Sea Fisheries Board) and Scottish Quality Salmon, especially in the field of market promotion and joint industry initiatives.
However, most importantly, the producers themselves must improve their own awareness on what the consumer wants, and their willingness to produce it, not only through research, but also by training, education and improved circulation of information.
