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Cost Barrier To NZers Eating More Fish & Seafood

Cost Barrier To New Zealanders Eating More Fish & Seafood: The Nielsen Company

Auckland, New Zealand, 9 February 2009 - The results of a Nielsen survey indicate that (59%) of New Zealanders would eat more fish and seafood if cost was not an issue. The survey, carried out in 52 countries, periodically tracks global trends and regional preferences. (See Chart 1).

“Although most New Zealanders surveyed (95%) believe that fish is good for them, the reluctance to consume more fish and seafood can be blamed largely on the perception of the expense of fish in this country,” said Susanna Baggaley, Executive Director, Consumer Research, The Nielsen Company New Zealand.

While eighteen percent of New Zealanders say they are eating less fish / seafood than two years ago, (28%) are eating more with (44%) of those surveyed say they are eating fish 1-2 times per week, compared to (40%) globally and in the Asia Pacific region. Conversely (39%) are eating fish less often than once a week compared to (28%) globally and (20%) in the Asia Pacific region.

Some of the reasons for not eating fish include:
• 33% of New Zealanders don’t like the taste (34% globally / 15% Asia Pacific)
• 29% of New Zealanders don’t eat due to expense (16% globally / 7% Asia Pacific)
• 24% of New Zealanders don’t like the smell (31% globally / 25% Asia Pacific)
• 24% of New Zealanders don’t like the bones (21% globally / 17% Asia Pacific)
• 11% of New Zealanders don’t eat due to personal beliefs (17% globally / 33% Asia Pacific)

The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit

Chart 1:
If cost was not an issue, would you eat more fish?

If cost was not an
issue, would you eat more fish?
Click to enlarge


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