Exploratory analysis on Canadian consumer perceptions, habits, and opinions on salmon consumption and production in Canada

Given the growth and change in Canadian salmon aquaculture in the last several years, there is a need to understand consumer habits on salmon consumption and knowledge and perception of salmon production in Canada. The objective of this study is to better understand current salmon consumption trends and consumer views and opinions on salmon farming production in Canada. Canadian participants completed a survey separated into two different sections: (1) consumption habits and preferences and (2) knowledge and perception of production methods. Quantitative descriptive data was collected through a cross-sectional consumer survey in Canada, which included 30 questions. Total sample size was 10,009 respondents (48% female, 52% male). Participants were randomly selected from the representative of the Caddle omni access panel. A total of 79% of Canadians do eat salmon, of which 10% eat salmon weekly. Baby Boomers (born in 1946-1964) have the highest consumption rate at 84%, while Millennials (born in 1981-1996) have the lowest, at 72%. A total of 49% of Canadians prefer wild salmon but 42% have no preference. A total of 62% want to eat a product produced in a natural habitat. Of those surveyed, 37% believe wild salmon presents a lower risk of contamination, and 29% believe wild salmon to be more nutritious. A total of 21% of Canadians prefer to eat farmed salmon that has been raised on a land-based farm; however, a total of 39% prefer an ocean farm as a method of production. While 38% of Canadians prefer Atlantic salmon, 33% prefer Pacific salmon (Sockeye, Pink, Chinook, and Chum species) and 29% do not have a preference. Only 26% of Canadians were aware that organic salmon existed. A total of 55% of Canadians would be more inclined to buy farmed salmon if it were fed a diet that is environmentally sustainable and nutritious. A total of 54% believe that aquaculture is a sustainable way to harvest salmon in Canada. Canadians appear to support the sustainable nature of ocean farm production. Nonetheless, our results suggest that 50% of respondents appear to misunderstand what land-based and ocean farm means. Overall, Canadians enjoy salmon, but results indicate consumers are misinformed about method of production and species type indicating a need for improved information accessibility to the public on salmon production and consumption.

Automated summary

This study aims to understand Canadian consumer habits and opinions regarding salmon consumption and production. The findings show that the majority of Canadians eat salmon and have certain preferences, but there are misunderstandings about salmon production methods and species types, indicating a need for improved information accessibility to the public.