Current Consumer Needs and Demands

Compulsory and specific training for fishmongers is perceived as a positive step by consumers. Consumers believe that it should include at least the following:

  • Customer service
  • Product presentation
  • Knowledge of nutritional issues of concern to customers
  • Fish preparation.

The number one requirement from customers in every country surveyed is CUSTOMER SERVICE. Customers perceive this as encompassing in the following order of importance:

  • Recipes
  • Special offers
  • Tastings
    Nutritional advice
  • Product advice
  • Customers would be 75% more likely to buy from a fishmonger offering these services

Consumers who buy fish mainly from supermarkets do so because it is quick and convenient and the customers can buy other products at the same time.

Consumers who buy fish from fishmongers do so because they have confidence in the person serving them and value the personal service they receive.

Fishmongers are generally seen in a positive light and are held in high esteem in most countries.

Compulsory and specific training for fishmongers is perceived as a positive step and should include customer service, product presentation, knowledge of nutritional issues of concern to customers and fish preparation.

Customers would be more likely to buy from traditional fishmongers if they were offered recipes, special offers, tastings, nutritional advice and product advice – all of which could be regarded as customer service – the number 1 thing which customers want.

This publication reflects only the opinion of the author and in any case the European Union is responsible of the use given to the information contained in it.