June 13, 2018 — New research has found that nearly 40 percent of Americans would pay more for Alaska seafood. With the Alaska salmon selling season now underway, that’s music to the ears of retailers and restaurants looking to grow their profit margins.
The consumer survey was completed by the Alaska Seafood Marketing Institute (ASMI) and research firm Technomic. The online survey, completed in January 2018, registered the opinions of 4,000 American seafood consumers over the age of 18.
The survey found that 39 percent agree that they would pay more for Alaska seafood. For those willing to pay more, 71 percent said they would be willing to pay at least 10 percent more, while 51 percent said they would pay at least a five percent premium. The top reasons respondents said they support Alaska seafood is that it is a “pure source of healthy proteins,” followed by the fact that the industry supports American jobs, is sustainable, and is made up of family fishermen.
“We continue to feature the Alaska sustainability story through images of fishing in Alaska. It is clear through the research that American jobs [are] an important piece of the sustainability [and] quality story of Alaska seafood,” Victoria Parr, domestic marketing director for ASMI, told SeafoodSource.
The survey also found that restaurants serving Alaska seafood benefit from increased consumer loyalty. The survey found that 54 percent of patrons will return in the near future to the restaurants that serve Alaska seafood, and 48 percent will recommend the establishment to their family and friends.