The growing demand for farmed salmon in China has led to a significant increase in imports, with the country importing more than 190,000 tons valued at over $1.12 billion in 2023. In response, the Chinese government allowed rainbow trout to be labeled and sold as salmon, bridging the gap between domestically produced trout and imported Atlantic salmon.
Researchers from the Institute of Aquaculture at the University of Stirling and Shanghai Ocean University published a study exploring how information about the country of origin influences Chinese consumers’ sensory perceptions and willingness to pay (WTP) for salmon.
Growth of the Aquatic Food Market in China
China is the largest aquatic food market globally, with a growing trend toward importing high-value species such as salmon. However, there are regional variations in consumption.
Extrinsic attributes such as origin, production method, and price play a significant role in the preferences of aquatic food consumers. The country of origin may be the most critical attribute for these consumers. Intrinsic attributes, such as taste, color, and texture, are crucial determinants of food choice and preference.
The Study
The study used a methodology combining sensory evaluations with a discrete choice experiment (DCE) to analyze Chinese consumers’ preferences for farmed salmon. The approach involved two rounds of evaluation: a blind test, where participants tasted samples without knowing their origin, and an informed test, where the country of origin for each sample was disclosed.
Researchers selected three commercial sashimi-grade salmon products from different origins: fresh Norwegian Atlantic salmon, frozen-thawed Chilean Atlantic salmon, and frozen-thawed Chinese rainbow trout.
Key Findings of the Study
- Sensory Perception and Origin: In the blind taste test, Chinese consumers did not perceive significant differences in sensory quality between domestically produced rainbow trout and imported Norwegian and Chilean Atlantic salmon. In fact, they preferred domestic rainbow trout over Chilean Atlantic salmon. However, after learning the product origin, preferences shifted significantly toward Norwegian and Chilean Atlantic salmon.
- Impact of Country of Origin Information: Information about the country of origin influenced the sensory perception of salmon, enhancing overall liking and ratings for sensory attributes such as flavor, firmness, juiciness, and fat in Norwegian and Chilean salmon. However, there was no significant change in sensory perception for Chinese rainbow trout upon revealing its origin.
- Willingness to Pay (WTP) and Origin: Contrary to the initial hypothesis, there were no significant differences in WTP between Norwegian, Chilean salmon, and Chinese rainbow trout. This suggests that country of origin alone does not justify higher spending when other factors, such as sensory attributes, are considered. In some cases, origin information reduced WTP, indicating potential negative associations or skepticism toward certain origins.
- Sensory Attributes and Overall Liking: Fillet flavor was the sensory attribute contributing most to overall liking (34.48%), followed by fat content (20.29%), juiciness (19.56%), odor (18.07%), and firmness (6.58%). Consumers place high value on flavor, color, and appearance in their purchasing decisions.
- Impact of Eco-Labels: Eco-labels, such as certification from the Aquaculture Stewardship Council and Best Aquaculture Practices (BAP), positively influenced consumer utility, indicating that consumers are willing to pay more for salmon produced under internationally certified standards.
- Price Influence: Price had a negative relationship with consumer preference for farmed salmon, meaning that as price increased, perceived consumer utility decreased.
- Sociodemographic and lifestyle factors
- Education: Positively influenced preferences, with more educated consumers showing higher willingness to pay.
- Frequency of Aquatic Food Consumption: Negatively influenced WTP, suggesting possible saturation or unmet expectations from previous experiences.
- Previous Salmon Experience: Negatively impacted WTP, indicating that those who had tried salmon before were less willing to pay a premium price.
- Other Factors: Age, gender, household size, income, and purchase location did not significantly affect salmon preferences.
- Trust and transparency: Chinese consumers are increasingly skeptical about the authenticity of domestically produced food. Transparency about origin and the use of certification labels could help alleviate consumer concerns and build trust.
- Preferences compared to european markets: European consumers value local products for their freshness and low environmental impact, while Chinese consumers prioritize food safety, especially when considering imported products.
Implications for Salmon Producers
These insights provide valuable perspectives for producers, importers, and marketers to tailor their approaches in response to consumer preferences, refine product positioning, and seize opportunities in China’s competitive salmon market.
To succeed in the Chinese market, salmon producers should prioritize sensory quality, build trust through transparency and certification, and effectively communicate origin, sustainability, and other value-added attributes. Each producer’s strategy will depend on their origin, costs, and desired market positioning.
Conclusion
The study concludes that in the Chinese market, information about the country of origin can influence consumer preferences for salmon, although it does not necessarily affect initial sensory perception or willingness to pay. Producers, both domestic and international, should focus on sensory quality, transparency, certification, and effective communication to build trust and gain market share.
The study was conducted under the EATFISH project, funded by the European Union’s Horizon 2020 program.
Contact
Mausam Budhathoki
Institute of Aquaculture, University of Stirling
Stirling, UK
Email: mausam.budhathoki@stir.ac.uk
Reference (open access)
Budhathoki, M., Xu, H., Ma, Z., Campbell, D., Zhang, W., Li, S., Newton, R., & Little, D. “Consumers’ Preferences Toward Farmed Salmon in China: Integrating Sensory and Choice Experiments”. Food Frontiers. https://doi.org/10.1002/fft2.530
