Understanding social acceptance of sustainable marine products

As part of Work Package 3.1 of the AQUAFISH 0.0 project, a large-scale study was conducted across France, Ireland, Spain, and Portugal to explore the social acceptance of sustainable and lesser-known fisheries and aquaculture products. The aim: promote food system diversification by encouraging the consumption of underutilised or novel marine species with lower environmental impacts.

Dual methodology across four Atlantic countries

Between June and October 2024, the research team combined qualitative interviews with a large quantitative online survey involving 4,000 respondents (1,000 per country).
The study examined:

• Seafood consumption habits,

• Consumer perceptions of marine products,
• Willingness to try unfamiliar or innovative products,
• The influence of contextual information (health or environmental benefits) on acceptance.

What kinds of products were evaluated?

Respondents were asked to give their opinion on three main product categories:

1. By-products from fisheries and aquaculture:
• Fish skin crisps
• Fish bone powder sauce
• Fish tripe pudding
• Fish spread from residual flesh
• Shellfish carcass sauce (e.g. lobster bisque)
2. Undersized or unknown species, often overlooked or discarded.
3. New marine proteins:
• Edible Atlantic seaweed
• Holothuria (sea cucumber), largely unknown in Europe

Key findings

By-products: varying acceptance by type

• Shellfish sauce was the most accepted: 63.6% of respondents said they would try it.
• Fish tripe pudding was the least accepted, with only 38.7% positive responses.
• Spain showed the highest acceptance, while Ireland had the lowest.
  
  

Demographic trends:

• Men, those aged 35–64, and frequent seafood consumers (at home and away) were more open.
• Women and those over 65 were more reluctant.
• Environmental awareness and knowledge about the seafood sector significantly increased acceptance.
  
  

Undersized & unknown species: moderate interest

• 61.5% were willing to try unknown species.
• 64.8% were open to undersized fish, if quality and quantity were equivalent.

Country differences:

• France and Spain: highest acceptance
• Ireland: lowest acceptance of unknown species
• Portugal: strong acceptance, especially for undersized fish
  
  

Holothuria: low initial acceptance, improved with context

• Initial acceptance of holothuria (sea cucumber) was low (48%), based on visual presentation only.
• Acceptance increased to 55.9% when taste and texture (similar to oysters) were described.
• Consumption in a family or social setting also boosted willingness to try.
  

By country:

• Spain: most accepting
• Ireland: least accepting, even after additional information
  
  

Seaweed: a familiar and well-received option

• 69.5% of respondents were willing to try seaweed, likely due to its existing culinary reputation.
• This rose to 75% when consumption was framed as a family or social experience.

Key insights:

• Health messaging had a positive impact on seaweed acceptance, especially among:
• Women
• Ages 35–49
• Frequent out-of-home consumers
• Portuguese participants
• In contrast, seaweed acceptance did not increase when environmental benefits were highlighted.

Communication takeaways

• Environmental messaging had no significant effect on acceptance—and in France, it slightly reduced interest in holothuria.
• Health messaging positively influenced seaweed acceptance, but not holothuria.
• Context matters: Acceptance improves when people imagine the product being shared with family or friends.
• Familiarity is key: Product trials, tasting events, and guided introductions are essential to overcome neophobia.

Strategic recommendations

• Focus initial efforts on early adopters:
  → Regular seafood consumers
  → Eco-conscious individuals
  → Informed consumers
• Tailor communication by country, age, and gender.
• Prioritise more acceptable products such as shellfish sauces and seaweed, while introducing holothuria and fish pudding more cautiously.