ESTONIA
All stakeholders will play a role in a new fish and seafood promotion initiative
Boosting Estonians’ interest in fish In 2020, the Ministry of Rural Affairs, with the help of the Estonian Institute of Economic Research, studied how the consumption of fish and fish products in Estonia changed in the period 2017-2019, and identified the aspects considered by consumers when choosing fish products. The results of the study were compared to previous studies.
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ccording to the European Market Observatory for fisheries and aquaculture (EUMOFA), approximately 24.4 kg of fish is consumed per person per year in European Union Member States. For a maritime country however, Estonia’s consumption of fish is modest. A recent survey found that the consumption of fish products in Estonia has decreased compared to 2016 in all groups, except for smoked fish and crab sticks.
Fish consumption has been declining over the years While in 2015, 13.4 kg of fish was consumed per capita (almost 17 kg if fish consumed outside the home is included), in 2019, the amount of fish in live weight consumed per capita was 12.4 kg. In families with a net monthly income of more than EUR1200 or less than EUR500 per family member, additional fish and seafood consumption in catering establishments was estimated at 20 and 9, respectively. Thus, on average, 15 of fish products are consumed outside the home. This suggests that the total consumption of fish per capita in Estonia was a bit over 15 kg in 2019. In comparison, we know that Estonians used to eat considerably more fish in the past, for example, about 30 kg per person in 1970, 25 kg in 1980, and 23 kg in 1989. Naturally, it needs to be taken into consideration that the times were different then, when trade, the availability of foodstuffs and alternatives,
The slogan for a campaign to promote the consumption of fish. Stickers and flyers with the logo will be distributed at retail stores to encourage consumers to opt for fish when wondering what to buy.
differed significantly in comparison with the present day. Although the main fish stock in Estonia consists of Baltic herring and sprat, Estonian consumers prefer Salmonidae, which are usually imported. Fish and fish products were still consumed 5.7 times less per capita than meat and meat products. Meat products may enjoy a more affordable price level; however, compared to the past, the share of meat products in households’ food purchase costs has also decreased. Although the consumption of fish and fish products dropped 12 in 2019 compared to 2015, expenditure increased by 10 for each member of a household. While the prices of fish products have usually risen faster than those of other foodstuffs, the price level decreased in 2018 and 2019 by 0.7 and 0.4, respectively – mainly due to the fall in salmon prices, which, in Estonia, as well as in
other EU Member States, largely depends on the price of salmon imported from Norway.
Dissatisfaction with fish prices, though falling, still affects consumption A total of 61 of the people who participated in the recent survey were satisfied with how often they eat fish. The level of satisfaction has increased compared to previous surveys. The main concern of those dissatisfied continues to be the high price of fish, although dissatisfaction with prices has decreased significantly due to rising incomes. In order to promote the consumption of fish and aquaculture products in Estonia, the Ministry of Rural Affairs will carry out a campaign in the next two years, with the aim of motivating Estonians to eat more fish and aquaculture products and improve awareness of fish
consumption in its broadest sense. Long-term successful campaigns to promote fish consumption have also been carried out in Denmark and Norway, for instance.
Fish campaign involves representatives from the entire value chain The planned information and promotional campaign for fish and aquaculture products is based on the principles of appetite marketing or sensory marketing, and is diverse, long-term, and nationwide. Various parties in the food sector – including producers, sellers, food providers and representative organisations – are aware of the preparation of the campaign and are willing to take it into consideration in their own operations. It is important to reach out to people in different stages of their lives (e.g. children, teenagers, pregnant women, and the elderly) through &VSPl TI .BHB[JOF
