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Abstracts
Workgroup: Public Health and Processing
Gulf Oyster Industry Initiative - Consumer Attitudes and Preferences for Oysters
Principal Investigator(s):
Dr. Terrill R. Hanson, Dept. of Agricultural Economics, Mississippi State University, hanson@agecon.msstate.edu
Co-Investigator(s):
Dr. Lisa O. House, University of Florida
Dr. Benedict Posadas, Mississippi State University/Coastal Research and Extension Center
Dr. Benedict Posadas, Mississippi State University/Coastal Research and Extension Center
Funding Period: Oct 1999 - March 2002
Results have helped identify characteristics about oyster consumers and non-consumers that can by used to develop marketing segments and better understand consumer attitudes towards oysters. Of a survey sample of 1,376 respondents to a nationwide mail survey on seafood consumption, 43% consumed oysters at least occasionally. The average oyster consumer indicated they ate oysters 2.6 times per month.
Results of this econometric study (House, Hanson and Sureshwaran) indicate that there are statistically significant differences between the reasons why people choose to eat oysters and the reasons oyster consumers choose how often to eat oysters. One method to increase sales is targeting existing oyster consumers (market penetration) to increase their consumption of oysters. Reasons for eating oysters included consumer enjoyment of the flavor (80% of consumers) and to add variety to the diet (37%). Oyster consumers identified the main reasons for not consuming oysters more often as price (38% of consumers indicated this was a reason for not consuming more frequently), product safety (29%), and that fresh product was not available (20%). It is likely both people indicating product safety and lack of fresh product are concerned about the safety of the product. Product safety appears to be an issue where the oyster industry can continue to improve their image among oyster consumers. Approximately 44% of oyster consumers rated oyster the least safe of all seafood products when given the choice of 4 shellfish and 8 finfish products.
Consumer preference for accepting processes such as depuration, irradiation, ozonation, or pressurization to increase consumer confidence in oysters was evaluated. Overall, 43% of oyster consumers and 54% of oyster consumers concerned about product safety indicated they would increase consumption of oysters if depuration were the method used to increase the safety of oysters. When further questioned, 635 respondents indicated whether or not they would be willing to pay for a safety treatment program. Of those, 61% preferred depuration and indicated a mean willingness to pay of $0.34 per oyster above the raw oyster price. This indicates the oyster industry may be able to increase the quality and perception of safety of oysters through a program of depuration, as well as charge for this process if the costs do not exceed the consumer willingness to pay.
Consumers did not indicate a preference or non-preference for farm-raised oysters, nor did they indicate having a farm-raised product as a reason to consume oysters or consume oysters less frequently. Further research could be conducted to see if consumers would perceive farm-raised oysters to be safer with certain advertising messages.
Finally, consumers were asked what would increase their consumption of oysters. Respondents who indicated price, product safety and lack of availability of fresh products were most likely to indicate factors that would increase their consumption. As expected, consumers indicated a lower price would increase their frequency of consumption, but other factors, such as government safety inspection, availability of fresh products, and company safety and quality guarantees also were indicated as factors that might increase consumption for at least 20% of consumers. Again, the importance of perception of a fresh, safe product was emphasized.
Non-consumers had different reasons for not consuming oysters, mainly taste, texture and smell, followed by product safety concerns. As flavor was the most important reason consumers ate oysters, it appears to be the biggest reason why non-consumers do not eat oysters. Although product safety is again important, it is less likely the industry would persuade non-consumers to eat oysters through the same methods as they might use to convince oyster consumers to eat more frequently. Changing non-consumer perceptions of taste, smell and texture is likely more difficult. In focus groups, non-consumers that focused on taste, texture, and smell generally had very strong negative reactions to discussing oysters. It would appear from these results that the industry should focus expansion activities on those that currently eat oysters.
Additionally, identifying characteristics about the demographics of consumers might provide insight as to what regions of the country and types of people are most likely future oyster consumers. For instance, there were larger percentages of consumers in the Southeast Atlantic, East South Central and West South Central regions of the United States, indicating that these regions are fertile grounds for targeted advertising. Oyster consumption also increased with education and in males compared to females.
IMPACTS and/or BENEFITS:
Still getting the word out and it is difficult to measure impacts of a consumer preference study, but the results are potentially very useful to scientists and marketers.
PROJECT PUBLICATIONS:
House, L., T.R. Hanson, and S. Sureshwaran. In Review. "U.S. Consumers - Examining the Decision to Consume Oysters and Frequency of Oyster Consumption." Journal of Shellfish Research.
House, L., S. Sureshwaran, and T. Hanson. 2002. "Consumer Attitudes towards Seafood Safety Inspection Systems in the United States." Published in 'Paradoxes in Food Chains and Networks', Proceedings of the Fifth International Conf. on Chain and Network Management in Agribusiness and the Food Industry', J.H. Trienekens and S.W.F. Omta, editors. June: 238-249.
Hanson, T.R., L.O. House, and B. Posadas. 2002. "U.S. Consumer Perceptions and Attitudes toward Oysters." Abstract published in Aquaculture America 2002 Book of Abstracts, Jan. 27-30, San Diego, CA.
House, L., S. Sureshwaran, and T. Hanson. Submitted in 2002. "Consumer Attitudes Towards Safety Inspection Systems for Catfish." Journal of Aquaculture Economics and Management.
Hanson, T.R. L.O. House, and B. Posadas. 2001. "Consumer Attitudes and Preferences for Oysters, Gulf Oyster Industry Program." Abstract published in the 2001 World Aquaculture Society Meetings Book of Abstracts, Orlando, FL, January 19-25, 2001.
House. L., T. Hanson, and S. Sureshwaran. "Decision to Consume and Frequency of Oyster Consumption in the United States." Presented at the Annual Meetings of the Southern Agricultural Economics Association, Orlando, Florida, February, 2002.
Hanson, T., L. House, S. Sureshwaran, B. Posadas, A. Liu. In Review. "U.S. Consumer Opinions of Oysters: Results of a 2000-2001 Survey." Submitted as a Mississippi State University Bulletin.
An "Oyster Marketing Analysis" is being prepared for MS-AL Sea Grant as per the original RFP and objective 4.
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