Consumers unsure on how to prepare fish at home, according to research

14 August 2012 by
Consumers unsure on how to prepare fish at home, according to research

Recent research by YouGov SixthSense has found that almost a quarter (24%) of UK consumers would like to serve a wider variety of fish, but are unsure how to prepare it.

In spite of concerns about preparation, under half of all UK consumers (42%) try to serve it at least weekly, and 37% regard fish dishes as part of their meal repertoire. Eighteen per cent of consumers prefer prepared fish products and dishes, rather than cooking recipes from scratch and 15% do not cook fish at home but do buy and eat fish from fish and chip shops.

Seafood proves less popular with UK consumers - only 25% of consumers regard seafood dishes as an established part of their meal repertoire, and a significant minority of consumers seem to lack confidence in preparing seafood at home. Thirteen per cent worry about overcooking or undercooking it and 12% find it too complicated to prepare and cook at home. However, 15% do not cook seafood at home but will order it from take-aways or in restaurants.

Commenting on the findings, YouGov SixthSense research director James McCoy said: "The fact that a significant minority of consumers would like to serve more fish but lack confidence in its use shows that there is potential for growth in this sector. As an increasing range of fish is becoming available in more prepared formats, both chilled and frozen, this may go some way to addressing the need for greater diversity. Although seafood is less popular, it may simply be that seafood is not on the radar for many people to cook and eat at home."

By Lisa Jenkins

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