Norwegian salmon is well known in Poland, but seafood consumption remains low, according to NSC.
The Norwegian Seafood Council (NSC) selected Poland to pilot a new consumer research methodology aimed at understanding what consumers value, prefer, and ultimately what drives their purchasing decisions.
Over the course of one week, 30 participants from four Polish cities—Warsaw, Gdańsk, Bydgoszcz, and Wrocław—documented their seafood shopping and consumption habits using videos, images, and written entries.
"This provides a completely different perspective from traditional consumer surveys," said Lars Moksness, Consumer Analyst at the Norwegian Seafood Council.
The study was conducted by Ipsos, which selected participants who consumed fish at home one to three times per month and had purchased and eaten Atlantic salmon within the previous six months.
Key findings
Among the key findings, consumers expressed a desire for a wider range of packaging options, including smaller portions for single-person households or couples, as well as larger family packs.
They also showed interest in added convenience, such as recipes printed on the packaging, QR codes with serving suggestions, and ready-to-cook products like marinated or pre-seasoned salmon.
In contrast, the study revealed some concerns about farmed salmon, particularly regarding fish feed, antibiotic use, and production methods.
Price remains the main barrier to salmon consumption. Participants indicated they would purchase salmon more frequently if prices were lower or promotional offers were more widely available.
"With this type of qualitative research, we gain a much deeper understanding of people's everyday habits, uncertainties, compromises, and the small moments that influence purchasing decisions," explained Moksness.
To date, these studies have been conducted in Vietnam, South Korea, Italy, Portugal, China, Norway, and Poland, covering a wide range of seafood categories. The findings will also support the NSC's salmon marketing campaign in Poland, which is set to launch in September.
