“This shows that we need better communication that explains to consumers what the feed actually consists of and how it is developed,” said Nofima's Morten Heide.
Photo: Joe Urrutia / Nofima.
Consumers in two of the biggest markets for Norwegian salmon remain unfamiliar with what farmed salmon are fed, according to research from Norwegian food research institute Nofima, which found that many shoppers are unaware that plant ingredients now make up around 70% of salmon feed.
The study, which surveyed consumers in France and the UK, suggests there is a significant communication gap around aquafeed composition. While consumers often associate farmed salmon with antibiotics and chemicals, they rarely mention plant-based ingredients when asked what salmon are fed, the Nofima researchers said.
Nofima said the findings have implications for the aquaculture industry as it looks to develop more sustainable feed sources, including alternative feed ingredients such as residual raw materials from chicken farming.
“This shows that we need better communication that explains to consumers what the feed actually consists of and how it is developed,” said market researcher Morten Heide at Nofima. “This is the main focus in the next phase of the project ‘Utilization of residual raw materials from chicken as a protein source in salmon feed’.”
The research examined how consumers perceive different categories of feed ingredients, including fish, algae, plants, insects and chicken. It found that fish, algae and plants were generally seen as natural and healthy, while insects triggered mixed reactions.
However, chicken ingredients drew the strongest negative response, with many participants describing them as "unnatural" or "unpleasant".
According to researcher Florent Govaerts, consumers tended to view salmon more positively when they were not given information about what the fish had been fed. Once specific feed ingredients were introduced, reactions often became more cautious.
“Fish, algae and plants are perceived as natural and healthy. Insects give mixed reactions. And chicken arouses strong skepticism and is associated with unnaturalness and disgust,” he said.
The study also highlighted national differences. British consumers were found to be more open than French consumers to novel feed sources such as insects and chicken, suggesting that both communication and product development may need to be tailored to individual markets.
Nofima said its survey forms part of wider work in support of Norway’s sustainable feed ambitions. Under the country’s social mission on sustainable feed, the share of Norwegian-produced raw materials in salmon feed is due to rise from 8% to 25%, with the aim of ensuring that all feed for farmed fish comes from sustainable sources by 2034.
Although chicken by-products are unlikely to meet the full protein needs of the salmon farming sector, Nofima said they represent one possible domestic ingredient that could contribute to greater self-sufficiency.
The consumer research was based on an online survey of more than 1,000 experienced salmon consumers in France and the UK. Participants, all from households that eat salmon two to three times per month on average, completed questionnaires in two rounds one month apart. The study combined open-ended questions with scaled responses measuring perceived healthiness, environmental impact, acceptability and willingness to eat salmon fed on different ingredients.
The work is funded by Norwegian Seafood Research Fund (FHF) and carried out by Nofima in collaboration with The Seafood Innovation Cluster AS, Mowi and Nutrimar.
