Stimulating UK Adolescents’ Seafood Consumption

The health benefits of seafood consumption are well known, however average per-capita consumption levels in the UK remain below recommended levels of two servings per week, despite an abundant availability of fresh seafood. In particular, 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. However, based on research which reveals low consumption of other healthy foods such as fruit and vegetables, consumption of seafood is anticipated to be low among UK adolescents. This study aimed to investigate current consumption, preferences and attitudes toward seafood among UK adolescents and identify strategies for increasing their seafood consumption. Seven focus groups were conducted in two schools with diverse socio-economic student profiles to explore the research aims. Findings revealed that while many of the students like seafood, consumption levels vary considerably among individuals and preparation typically takes a less healthy form (e.g. fried and battered fish and chips). Key drivers of seafood consumption included 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 students identified as potentially increasing their consumption ranged from fun, fast-food, snack-style products to healthy meal options