Retail Intelligence

68% Of Irish Consumers Buy Seafood Once A Month

By Publications Checkout
68% Of Irish Consumers Buy Seafood Once A Month

Over two-thirds (68%) of Irish consumers buy some sort of seafood at least once a month, according to the latest Consumer Insights survey by Empathy Research.

Of 1,122 participants, it was the 35+ age group that were most likely to buy seafood this often.

Meanwhile, other age groups showed less prevalence for fish buying once a month; 35-44 year olds (73%), 45-54 year olds (72%) and 55+ year olds (80%). Interestingly, people with children were more likely (71%) to buy seafood at least once a month, compared to those without children (65%).

When asked what kind of seafood shoppers buy, 68% chose fresh most often, with over three-quarters (77%) of 55+ year olds saying they typically buy their seafood fresh. This was noticeably higher than all the other age groups; 18-24 years (68%), 25-34 years (63%), 35-44 years (64%) and 45-54 years (63%).

However, over half (55%) of seafood purchasers also typically buy frozen seafood, with parents more likely to buy this type (64%) than people without children (50%). Regionally, however, those living in Connacht/Ulster are far more likely (69%) to buy frozen seafood than any other region; Dublin (54%), Rest of Leinster (52%) and Munster (51%).


Additionally, over half (54%) of those who buy seafood said they would be ‘likely’ or ‘very likely’ to try new types of fish if there were recipe suggestions in-store. This was driven mostly by women (61%), as opposed to males (47%).

Furthermore, when asked where shoppers buy their seafood, 58% said supermarkets, while 25% said a fishmongers. Only 16% buy seafood from discounters such as Aldi or Lidl.

Click here for more information from Empathy Research.

© 2014 - Checkout Magazine by Genna Patterson

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