Researchers from L’Institut Agro, a French institute for higher education in agriculture, food and the environment, have found that health-focused messaging can positively influence consumer acceptance of seaweed. By contrast, highlighting environmental benefits alone did not increase acceptance. These findings come from a study conducted within the AQUAFISH0.0 project, led by CEEI Cádiz and supported by the Interreg Atlantic Area Programme.
The study provides several key insights for the Atlantic marine food sector. First, environmental messaging had no significant effect on consumer acceptance and, in France, even slightly reduced interest in sea cucumbers. Second, health-related messaging increased acceptance of seaweed, although it did not have the same effect for sea cucumbers. Third, context plays an important role: people are more likely to accept these products when they imagine consuming them in social settings, such as sharing a meal with family or friends. Finally, familiarity is a critical factor. Product trials, tasting events and guided introductions can help overcome food neophobia and encourage consumers to try unfamiliar marine foods.
Based on these findings, the study outlines several strategic recommendations. These include focusing initial outreach on early adopters, tailoring communication strategies according to country, age and gender, and prioritising products that are more readily accepted by consumers, such as shellfish sauces and seaweed. Less familiar products, including sea cucumbers and fish pudding, should be introduced more gradually.
The study provides several key insights for the Atlantic marine food sector. First, environmental messaging had no significant effect on consumer acceptance and, in France, even slightly reduced interest in sea cucumbers. Second, health-related messaging increased acceptance of seaweed, although it did not have the same effect for sea cucumbers. Third, context plays an important role: people are more likely to accept these products when they imagine consuming them in social settings, such as sharing a meal with family or friends. Finally, familiarity is a critical factor. Product trials, tasting events and guided introductions can help overcome food neophobia and encourage consumers to try unfamiliar marine foods.
Based on these findings, the study outlines several strategic recommendations. These include focusing initial outreach on early adopters, tailoring communication strategies according to country, age and gender, and prioritising products that are more readily accepted by consumers, such as shellfish sauces and seaweed. Less familiar products, including sea cucumbers and fish pudding, should be introduced more gradually.
Publish date: 2026-03-06
