Tuesday, July 8th, 2014 - Roy Morgan Research

Bursting with omega-3 fatty acids and protein, low in fat and tasty into the bargain, salmon is often described as a superfood. Little wonder that almost a quarter of Australians aged 14+ eat it in an average seven-day period.

In the 12 months to March 2014, 24% of Australians ate salmon in any given seven days: almost half the amount who ate fish of any kind (53%).

However, it seems that, much like avocadoes and mushrooms, salmon is an acquired taste. Only 11% of Australians aged 14-17 eat it in an average seven days, with its popularity rising among the older age groups, especially those past the half-century mark. For example, 30% of Aussies aged 50-64 and 32% of those over 65 eat salmon.

The 50+ market is also well ahead of the younger age groups when it comes to overall fish consumption.

Fresh, smoked or canned? Types of salmon consumed by age groups


Source: Roy Morgan Single Source, Australians 14+ April 2013 – March 2014 n=17,773.

The type of salmon a person eats also seems to vary with age. While fresh salmon is preferred across all age groups, smoked salmon is second on the list for those under 65, while those over 65 are also keen canned salmon consumers.

Healthy is as healthy eats

As mentioned earlier, salmon’s health-giving properties are well documented, and the fact that Aussies who eat salmon in an average seven days are 25% more likely than the average Australian to agree with the statement ‘I restrict how much I eat of fattening foods’ suggests that its diet-friendly nature is a strong drawcard.

Similarly, salmon-eaters are significantly more likely than the average Australian to agree with the statements ‘I’m constantly watching my weight’ and ‘I’m eating less red meat these days.’

Angela Smith, Group Account Director — Consumer Products, Roy Morgan Research, says:

“Nearly one in four Australians consume some form of salmon in an average seven-day period, with fresh salmon being the favourite variety for all age groups. 


“Salmon is especially popular with older age groups. This could be because the unusual texture of salmon takes some time to get used to, or it could be that older Aussies are just more health-conscious generally.


“With the help of Roy Morgan’s revolutionary new profiling tool, Helix Personas, marketers can now understand, locate and target Australia’s salmon consumers with greater accuracy.


“For example, 41% of ‘Bluechip’ individuals eat salmon in an average seven days — well above the national average. Bluechip tend to be highly educated and highly paid, with a strong leaning towards the finer things in life. They’re also very health conscious, but unwilling to sacrifice taste for the sake of dietary virtue. Salmon fits that bill perfectly!


“On the other hand, only 12% of ‘Making the Rent’ consume salmon. Typically young (many are still in their teens), often from non-Anglo backgrounds, Making the Rent often struggle to make ends meet. Like so many meats and fish, fresh salmon is not cheap, so may not make it onto their grocery list for that reason.”


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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
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FMCG, salmon, fish, seafood, health, supermarkets




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