US consumers view seafood as expensive despite cost decline - report

FMI - The Food Industry Association has released the seventh edition of its annual "Power of Seafood" report at the Seafood Expo North America in Boston this week, highlighting consumer trends, barriers and opportunities.

Despite a strong recognition of seafood’s health benefits among the US shoppers surveyed, the Power of Seafood 2025 reports finds that sales of seafood remain soft due to lingering perceptions around high cost and a general lack of cooking know-how.

Although the Power of Seafood 2025 report indicates that seafood’s overall cost decreased in 2024, 79% of consumers surveyed still believe it is expensive, and 66% view it as a luxury item.

Many also cite uncertainty regarding how to select and cook seafood. This knowledge gap is especially noteworthy given that 93% of consumers appreciate seafood’s nutritional value as a high-quality protein, according to the report.

Despite these barriers, the share of frequent seafood consumers - those eating it at least twice a week - remains stable, and 81% of those frequent consumers report viewing seafood as an affordable choice. Yet the bulk of seafood purchases (42%) come from just 10% of shoppers, highlighting an opportunity for retailers to educate a broader consumer base and grow the category.

“This suggests shoppers view seafood as a healthy yet intimidating protein. Shoppers tell us they lack the knowledge on how to prepare seafood and how to buy or select seafood, which makes them hesitant to purchase. At the same time, shoppers tell us they want to be educated more about seafood options," said Steve Markenson, FMI’s vice president of research and insights, in a press release.

Converting occasional seafood buyers into frequent consumers remains a key opportunity for food retailers, according to the FMI.

The association suggests that households with children could be especially pivotal, as 39% of frequent seafood shoppers have young families, yet only 17% of these report that their children eat the same seafood meal they prepare for themselves.

“We know that once families cook and eat seafood regularly, they enjoy it. It is essential that food retailers break down perceptions that seafood is either too expensive or difficult to prepare,” said Rick Stein, vice president of fresh foods at FMI.

“Grocers can be creative and partner with retail registered dietitian nutritionists to educate shoppers across channels – in-store, online, via apps and across social media platforms – on how to prepare cost-effective, nutritious meals with seafood, suggestions on buying different types of seafood and how to better reduce food waste, while showcasing the health benefits seafood offers," Stein added.