Brits are demanding sustainable fish with their chips…
...they want more help choosing too With staycations now the norm, many Brits are craving nostalgic experiences like fish and chips on the seafront. But although we’re all keen for a return to better times; what’s expected inside the chip wrapper is evolving, according to new research by the Norwegian Seafood Council. And as sustainable fish rises up the agenda, diners are demanding greater transparency, helping them to make the right decisions when they’re choosing from a menu
T
he UK continues to be a nation of fish and
helpful for fish and chips shops to tell them more about
chip lovers. More than a third of Brits tuck into
the sustainability credentials of their dishes.
them once a week or more, and 65% partake
Younger generations indulge more frequently, with 70%
at least once a month. Environment is key for
of 18-24 year-olds eating fish and chips at least weekly.
this highly evocative dish: 62% of respondents
But although Generation Z tucks in the most, they’re more
prefer fish and chips straight out of the packaging – 46%
demanding when it comes to environmental credentials:
with their fingers. And almost a quarter (24%) of diners
85% think the origin of a catch is important when buying
like to dig in on the beach.
fish in a fish and chip shop. Plus, they’re more savvy, with
But there’s strong consensus when it comes to
63% being confident they can spot a cod from a haddock.
sustainability: nearly 9 out of 10 diners (87%) agreed that
Highly regarded by fish and chips shops across the UK
sustainable fish is important to them. Despite this, only
for its cod and haddock, Norway leads the whitefish sector
a quarter (24%) said they knew what to look for when it
on sustainability and quality. The country’s environment
came to sustainable fish in a fish and chip shop, and the
and location provide the perfect conditions for fish, and
majority (53%) aren’t even sure they can tell the difference
its rich marine ecosystem teems with unique seafood that
between cod and haddock.
includes the world’s largest stocks of Atlantic cod.
74% of respondents agreed that they would find it 26
Fastfood Professional • October and November 2021
Understanding the importance of protecting these October and November 2021 • Fastfood Professional
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