Market-oriented product development of novel sustainably sourced seafood product concepts: consumers' preferences for a different kettle of fish cake

Abstract

PurposeThe purpose of this study is to utilise market-oriented methodologies to determine key attributes driving consumers' preferences for novel sustainably sourced seafood concepts, derived from a species of wild-caught fish unfamiliar to consumers and to explore new product concepts for various consumer clusters.Design/methodology/approachThis study applied a mixed-method approach including five focus groups with 40 consumers and a single conjoint-based questionnaire administered to 300 seafood consumers in Ireland. The focus groups explored in-depth consumers' expectations, requirements and preferences and identified the key attributes that would influence acceptance of new seafood products. Full-profile conjoint analysis was used to model consumers' preferences for novel seafood product concepts that utilised a sustainably sourced species unfamiliar to the consumer.FindingsFocus groups revealed that the most important attributes were brand, price, format, packaging, supplementary information and accompaniment. The conjoint simulation identified three consumer clusters. Product concepts containing a sustainably sourced fish species were identified according to the preferences of each consumer cluster.Originality/valueThis research highlighted a sustainability angle in new product development and identified a competitive advantage and market potential for boarfish (Capros aper), which is an underutilised Irish fish species. It used a market-oriented approach to explore the development of novel sustainably sourced value-added seafood product concepts. The study results provide small and medium seafood companies with original and unique insights for developing novel sustainably sourced fish products that increase consumer acceptance.