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All stakeholders will play a role in a new fi sh and seafood promotion initiative

All stakeholders will play a role in a new fi sh and seafood promotion initiative Boosting Estonians’ interest in fi sh

In 2020, the Ministry of Rural Affairs, with the help of the Estonian Institute of Economic Research, studied how the consumption of fi sh and fi sh products in Estonia changed in the period 2017-2019, and identifi ed the aspects considered by consumers when choosing fi sh products. The results of the study were compared to previous studies.

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According to the European Market Observatory for fi sheries and aquaculture (EUMOFA), approximately 24.4 kg of fi sh is consumed per person per year in European Union Member States. For a maritime country however, Estonia’s consumption of fi sh is modest. A recent survey found that the consumption of fi sh products in Estonia has decreased compared to 2016 in all groups, except for smoked fi sh and crab sticks.

Fish consumption has been declining over the years

While in 2015, 13.4 kg of fi sh was consumed per capita (almost 17 kg if fi sh consumed outside the home is included), in 2019, the amount of fi sh 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 fi sh and seafood consumption in catering establishments was estimated at 20 and 9, respectively. Th us, on average, 15 of fi sh products are consumed outside the home. Th is suggests that the total consumption of fi sh per capita in Estonia was a bit over 15 kg in 2019. In comparison, we know that Estonians used to eat considerably more fi sh 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 diff erent then, when trade, the availability of foodstuff s and alternatives,

The slogan for a campaign to promote the consumption of fi sh. Stickers and fl yers with the logo will be distributed at retail stores to encourage consumers to opt for fi sh when wondering what to buy.

diff ered signifi cantly in comparison with the present day.

Although the main fi sh stock in Estonia consists of Baltic herring and sprat, Estonian consumers prefer Salmonidae, which are usually imported. Fish and fi sh products were still consumed 5.7 times less per capita than meat and meat products. Meat products may enjoy a more aff ordable price level; however, compared to the past, the share of meat products in households’ food purchase costs has also decreased. Although the consumption of fi sh and fi sh products dropped 12 in 2019 compared to 2015, expenditure increased by 10 for each member of a household. While the prices of fi sh products have usually risen faster than those of other foodstuff s, 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 fi sh prices, though falling, still affects consumption

A total of 61 of the people who participated in the recent survey were satisfi ed with how often they eat fi sh. Th e level of satisfaction has increased compared to previous surveys. Th e main concern of those dissatisfi ed continues to be the high price of fi sh, although dissatisfaction with prices has decreased signifi cantly due to rising incomes.

In order to promote the consumption of fi sh and aquaculture products in Estonia, the Ministry of Rural Aff airs will carry out a campaign in the next two years, with the aim of motivating Estonians to eat more fi sh and aquaculture products and improve awareness of fi sh consumption in its broadest sense. Long-term successful campaigns to promote fi sh consumption have also been carried out in Denmark and Norway, for instance.

Fish campaign involves representatives from the entire value chain

Th e planned information and promotional campaign for fi sh 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 diff erent stages of their lives (e.g. children, teenagers, pregnant women, and the elderly) through

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