The U.S. seafood market is experiencing a wave of growth, driven by the growing consumer interest in healthy and sustainable protein sources. However, understanding consumer perceptions and anticipating demand trends can be challenging.
A study published in Aquaculture by researchers from Purdue University explores the potential of online media analysis to shed light on U.S. consumer preferences for shrimp and salmon, two of the most popular aquatic food choices.
The Importance of Fisheries and Aquaculture
Fish and seafood, also known as blue foods, play a vital role in the U.S. economy and provide essential nutrients. While wild-caught seafood has traditionally dominated the market, aquaculture has emerged as an important protein source, contributing to global food security and supporting local communities.
The Power of Public Perception
The development of aquaculture is greatly influenced by social acceptance and consumer trust. Understanding public perceptions of seafood products is crucial for industry stakeholders. Online media platforms offer a valuable avenue for analyzing consumer sentiments and identifying potential demand drivers.
The Impact of Media Discourse
Media discourse and misinformation have significantly influenced public perceptions of aquaculture. Negative portrayals of the risks associated with farmed seafood have overshadowed the potential benefits, undermining consumer trust and purchase intentions.
The Role of Social Media
Social media has become a powerful platform for individuals to share opinions and influence decision-making. Seafood industry stakeholders widely use these platforms to promote their products and engage with consumers. Online media analysis offers a valuable tool to analyze these discussions and gain insights into public perceptions.
Revealing Consumer Conversations
The study used online media analysis to examine discussions around shrimp and salmon, two of the most popular and consumed seafood species in the U.S. Both species have faced debates about sustainability and public health implications.
Interestingly, the X platform (formerly Twitter) emerged as the main forum for these conversations, providing valuable insights into consumer sentiment.
What Matters Most? Examining Key Drivers
The analysis of these discussions revealed two key factors driving consumer perceptions:
- Shrimp: Consumers prioritize physical quality attributes of shrimp, such as freshness, size, and texture.
- Salmon: Environmental impact emerges as the main concern for salmon consumers, with discussions often focusing on sustainability practices in farming and environmental impact.
Sentiment Analysis: Decoding the Online Buzz
The study delved deeper by employing autoregressive models, a technique used to analyze the dynamics of online sentiment. Here’s a crucial finding: farmed shrimp and salmon consistently scored lower in net sentiment compared to their wild-caught counterparts. This suggests that production methods significantly influence consumer preference, with a stronger inclination toward wild-caught options.
Digging Deeper: Wild vs. Farmed – A Tale of Two Sentiments
The analysis also revealed distinct sentiment trajectories for wild-caught and farmed options. Wild-caught shrimp and salmon exhibited a more positive sentiment trend, possibly due to perceptions of higher quality and environmental benefits. However, negative dips in wild shrimp sentiment were linked to unfortunate boat incidents, while climate change concerns impacted wild salmon sentiment.
Location, Location, Location: Regional Trends in Perception
The research didn’t stop there. It also explored regional variations in consumer attitudes. Public perception of farmed shrimp appeared particularly unstable in the East, South, Central, and Mountain regions, suggesting a need for targeted communication strategies. Similarly, regional instability was identified toward farmed salmon in the East, North, Central, Pacific, and West, South, Central regions. These findings highlight the importance of tailoring commercial approaches based on geographic variations in consumer sentiment.
The Power of Prediction: Responding to Market Changes
The study’s adjusted forecasting model offers a valuable tool for the seafood industry. By proactively monitoring online sentiment, industry players can anticipate potential shifts in public perception and respond swiftly to any negativity. This can help maintain consumer trust and potentially enhance demand.
Looking Ahead: Embracing a Data-Driven Future
This study demonstrates the effectiveness of using online data to gain valuable insights into consumer preferences. By incorporating these findings into business strategies, the shrimp and salmon industries can more effectively meet the changing demands of consumers and navigate the ever-evolving market landscape.
The study was funded by the Illinois-Indiana Sea Grant.
Contact
Jingjing Tao
Department of Agricultural Economics, Purdue University
West Lafayette, USA
Email: tao121@purdue.edu
Reference
Tao, J., & Quagrainie, K. K. (2024). Online media sentiment analysis of shrimp and salmon in the United States. Aquaculture, 741672. https://doi.org/10.1016/j.aquaculture.2024.741672
