Wild Alaska Pollock is Beloved in Europe, But Not Everyone Knows Its Name

European seafood familiarity by specie / Illustration by Bonamy Finch

Wild Alaska Pollock is ‘front of mind’ for many consumers in Germany and consumed daily in the United Kingdom (U.K.) and France, the Association of Genuine Alaska Pollock Producers (GAPP) announced today. Research presented at the second-ever Wild Alaska Pollock Annual Meeting today indicates that much opportunity exists to build both demand and consumer familiarity for the fish in key European markets.

“Germany is quite a success story. About 29% of people automatically think of Alaska Pollock when they think of fish to eat; and 99% of people have heard of the species in Germany,” said Dr. Leigh Morris of Bonamy Finch, who conducted the research for GAPP in August and September. “Alaska Pollock moves ahead of Cod; 2 out of 3 people know of Alaska Pollock. On top of that, consumers have very strong positive opinion of the species. Alaska Pollock emerges in the market as the leading white fish.” 

A representative sample of 1000 fish-eating consumers was identified in each country and respondents completed a 15-minute survey to ascertain familiarity, consumption, and perceptions of a variety of fish.

Research indicates that the three markets are markedly different in terms of consumer familiarity and awareness of Wild Alaska Pollock with Alaska Pollock being a top whitefish for many people in Germany, right behind Cod and Perch for being automatically thought of in the white fish category.

“Alaska Pollock should continue to defend its position as the leading white fish but look to elevate the species to more premium applications and territory in the future,” said Morris.  

Much like the U.S., Alaska Pollock in the UK is the unnamed fish, “hidden in plain sight” (battered and breaded) in retail and in fish and chip shops (fast food). In the UK, fish is ordered by name and 1 in 4 fish-eating occasions occur outside the home and fish is advertised by name.

“The good news is when people do know about Wild Alaska Pollock, approximately 4 out of 5 people who are familiar with the fish also have a good opinion of it and intend to consume. We need to prioritize building awareness and familiarity in the U.K.,” explained Morris. “Your country of origin and sustainability story are doing some good leg-work but taste and family-appropriateness are key areas to also address in communications in the U.K. market.”

By comparison, France falls between Germany and the UK as the most developed Alaska Pollock market. The French are aware of Alaska Pollock, but it sits behind Cod in the second tier of whitefish in France, along with Sole, Hake and Seabass. Much like Germany, Alaska Pollock is considered an affordable, family and freezer friendly fish with solid perceived availability in retail –factors which drive its relatively strong consumption performance.

“One in four people have an automatic association of Alaska Pollock, so there’s definitely room for some salience building in France,” said Morris.

In France, where consumers enjoy a larger repertoire of white fish than other major European markets, Alaska Pollock is second in familiarity to Cod, which is perceived as most affordable and easily found in grocery stores.

“Alaska Pollock starts to regain ground when it comes to consumption,” explained Morris. “This relatively high consumption in France is being driven by affordability and availability. There is certainly messaging that is needed to convince French consumers around taste, ease and versatility.”

GAPP will use this research and data to help guide its marketing and promotion activities, as well as future partnership work to launch new products and marketing campaigns to promote Wild Alaska Pollock’s attributes in line with these country-specific marketing opportunities.

The second-ever Wild Alaska Pollock Annual Meeting was held today, virtually. Sponsors for the event include: American Seafoods, Alaska Seafood Marketing Institute, Clark Nuber, Garrigan Lyman Group, Glacier Fish Company, Global Seas, Golden Alaska Seafoods, Starbound, Sysco Seattle, Trans-Ocean Products, OneforNeptune and UniSea.