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Stimulating UK Adolescents’ Seafood Consumption
Journal article   Open access   Peer reviewed

Stimulating UK Adolescents’ Seafood Consumption

Dawn Birch, Juliet Memery, Nick Johns and Maria Musarskaya
Journal of International Food & Agribusiness Marketing, Vol.30(1), pp.61-69
2018
DOI: https://doi.org/10.1080/08974438.2017.1382423
Appears in  UniSC Diversity and Inclusion Research Collection
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Abstract

adolescents consumption interventions seafood UniSC Diversity Area - Life Stages
The health benefits of seafood consumption are well known, however, consumption levels in the UK remain below recommended levels of two servings per week. Seafood consumption is beneficial for adolescents, as it is associated with physical and mental well-being, lower levels of obesity, and improved cognitive performance and academic achievement. This study investigated current consumption, preferences, and attitudes toward seafood among UK adolescents. Seven focus groups were conducted in two schools with diverse socio-economic student profiles. Findings revealed that seafood consumption levels vary considerably among individuals and typically takes a less healthy form (e.g., fish and chips). Key drivers of seafood consumption include health and taste, while barriers were typically associated with the sensory qualities of seafood including dislike of taste, bones, smell, and texture. A range of intervention strategies were identified and new product ideas ranged from fun, fast-food, snack-style products to healthy meal options.

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